Google Local Service Ads vs Google Ads: Which is Best for Your Business?

When it comes to online advertising, Google offers powerful tools to help local businesses thrive. Two popular options are Google Local Service Ads (LSAs) and Google Ads. Understanding the differences between these platforms is crucial for businesses like HVAC providers, plumbers, electricians, locksmiths, tree services, moving companies, and windshield repair services. Let’s dive into what each offers and how they can benefit your business.

Google Local Service Ads: A Closer Look

Google Local Service Ads are designed specifically for local service providers. Here’s what you need to know:

  • Targeted Local Advertising: LSAs appear at the very top of Google search results, above traditional Google Ads, targeting local customers.
  • Pay Per Lead, Not Click: You pay only when a customer contacts you directly through the ad, not for clicks.
  • Google Guarantee: Businesses using LSAs are backed by the Google Guarantee, building trust with customers.
  • Customer Reviews and Ratings: LSAs display your ratings and reviews, which can be a deciding factor for potential clients.

Google Ads: An Overview

Google Ads, previously known as Google AdWords, is a more traditional online advertising tool. Key features include:

  • Keyword-Based Targeting: You bid on keywords, and your ads appear based on these targeted terms.
  • Cost-Per-Click Model: You pay each time someone clicks on your ad.
  • Flexibility in Ad Formats: Google Ads offers a variety of ad formats, including text, image, and video ads.
  • Broader Reach: These ads can appear on Google’s search results, partner websites, and within apps.

Comparing LSAs and Google Ads

  • Visibility: LSAs generally appear above Google Ads, giving them higher visibility in search results.
  • Cost Structure: LSAs offer a pay-per-lead model, which can be more cost-effective for businesses seeking to pay only for potential customer interactions.
  • Trust Factor: The Google Guarantee with LSAs can increase trust and credibility among potential customers.
  • Target Audience: LSAs are ideal for local service-based businesses, while Google Ads offer a broader reach.

When to Use Each

  • Use LSAs if: You’re a service-based local business (like those in HVAC, plumbing, etc.) looking to reach customers in your area with the assurance of the Google Guarantee.
  • Use Google Ads if: You’re looking to have more control over ad formats and want to reach a broader audience beyond your local area.

Future Insights: Optimizing Google Local Service Ads

Stay tuned for our upcoming article, “How to Optimize Google Local Service Ads,” which will delve into strategies for maximizing your return on investment with LSAs.

Why Partner with Chuckwalla Design?

At Chuckwalla web design company, we understand the nuances of both Google Local Service Ads and Google Ads. We can help set up, manage, and optimize your ads to ensure they reach your target audience effectively. Our expertise can save you time and money, and help grow your business. Contact us to find out how we can tailor an advertising strategy that’s right for you.


Choosing between Google Local Service Ads and Google Ads depends on your specific business needs and goals. Both platforms offer unique advantages, and understanding how to leverage them can significantly impact your business’s online presence and customer acquisition. With Chuckwalla Design’s expertise, you can navigate these choices with ease and confidence, ensuring your advertising efforts are as effective and efficient as possible.

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