If you run a trades or home service business, you may have noticed listings at the very top of Google with a badge and star ratings, above the regular ads. Those are Google Local Services Ads. They work differently from standard Google Ads, and understanding the difference can help you spend your marketing budget more wisely.
What Are Local Services Ads?
Local Services Ads (LSAs) are a Google ad format for local service providers. They show your business name, rating, reviews and service area, and customers can call or message you directly from the ad. Businesses typically go through a screening and verification process, and the ads can show a Google trust badge once approved.
How you pay
Instead of paying per click, Local Services Ads typically charge per lead, such as a call or message from a potential customer. Lead costs vary by category and location.
Who is eligible
Availability depends on your business category and location. Many home service categories are supported, such as plumbers, electricians, HVAC, cleaners and others, but not every category or region is included. Check Google's current eligibility for your trade in Alberta.
How Standard Google Ads Differ
- Pricing: you pay per click, whether or not the visitor contacts you
- Flexibility: you write the ads, choose keywords and select landing pages
- Availability: almost any business can advertise
- Formats: search, display, video, shopping and more
Learn more in our guide to Google Ads management.
Pros and Cons of Local Services Ads
Pros
- Prominent placement at the top of results
- Pay for leads rather than clicks
- Trust signals such as badges and reviews
- Less setup than a full Google Ads campaign
Cons
- Not available for every business type or area
- Less control over targeting and messaging
- Depends heavily on your reviews and responsiveness
- Lead quality can vary, so you need a process for disputing invalid leads where Google allows it
Which Should You Choose?
Local Services Ads may suit you if
You are an eligible home service business, you have good reviews, and you can answer calls quickly.
Standard Google Ads may suit you if
Your category is not eligible, you want control over messaging and landing pages, or you sell services that need more explanation.
Many businesses use both
LSAs capture high-intent calls at the very top of the page, while search ads cover additional keywords, services and areas. Together they can take up much more of the search results page.
Reviews Power Local Services Ads
Ranking in Local Services Ads relies heavily on your reviews and how quickly you respond to leads. A steady stream of genuine Google reviews helps your Local Services Ads, your Google Business Profile and your organic visibility. Read about why Google reviews matter.
Make Sure Your Website Backs Up Your Ads
Even with Local Services Ads, many customers will check your website before calling. A professional contractor website with real project photos and clear services helps close the deal.
Need Help Choosing?
Onealsweb helps Cochrane and Alberta businesses decide between Local Services Ads, Google Ads and SEO, and set them up properly. Contact us to talk through your options.
Local Services Ads are available in parts of Canada for certain categories. Eligibility depends on your business type and location, so check Google's current list for your trade.Are Google Local Services Ads available in Alberta?
The ads themselves link to your Google profile, but a professional website still helps customers trust you before they call.Do I need a website for Local Services Ads?
Yes. Many businesses run both to appear in more places on the search results page.Can I run Local Services Ads and Google Ads at the same time?