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Paid Media · 8 min read · November 9, 2026

Google Local Services Ads vs. Google Search Ads: Which Should You Run?

Local Services Ads charge per lead and show a Google badge. Search ads charge per click and give you more control. Here is how to decide, and when to run both.

Ryan Pereyra, Founder & Agency Owner of RPM National

By , Founder & Agency Owner, RPM National

Google Local Services Ads with a Google Guaranteed badge above standard search ads on a phone

The short answer

Local Services Ads (LSAs) appear at the very top of many local service searches, carry a Google verification badge and generally charge per lead rather than per click. Standard Google search ads charge per click and give you far more control over keywords, copy and landing pages. Most eligible service businesses benefit from running both.

How Local Services Ads work

You pass Google’s screening, which can include background, license and insurance checks, then choose services and areas. Ranking depends heavily on proximity, reviews, responsiveness and how often you answer calls and messages.

Disputing invalid leads and responding fast are part of managing them well.

Where search ads still win

Search ads let you target specific high-value keywords, send traffic to tailored landing pages, test offers and use remarketing. They also cover services and industries LSAs do not support.

Running both without competing against yourself

Track every lead source separately with call tracking and form tags. Compare cost per booked job, not just cost per lead. Let LSAs capture ready-to-hire searches in your core area while search ads cover specialty services and wider areas.

Ryan Pereyra’s take

“LSAs reward the businesses that actually pick up the phone. We have watched rankings improve just by fixing response times. Before you blame the ad platform, check how many calls went to voicemail last month.” — Ryan Pereyra

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