Local Services Ads vs Google Ads: which is better for trades?
The short version
- Local Services Ads (LSAs): pay per lead, badge and reviews shown, top of the page, limited control, verification required.
- Search ads: pay per click, full control of searches, ad text and landing pages, show below LSAs.
How Local Services Ads work
You choose job types and service areas, set a weekly budget and pass Google’s background, licence and insurance checks. When someone taps your ad to call or message, that is the lead you pay for. You can dispute leads that do not match your services or area. Ranking among other LSAs depends heavily on your reviews, how quickly you respond and how close you are to the customer.
How search ads work
You choose which searches trigger your ad, write the ad, decide where it sends people and pay when someone clicks. That control is the advantage: you can target "roof replacement" but block "roof repair DIY", send each service to its own page and bid more in the neighbourhoods you want.
Which should you start with?
- If your category is eligible for LSAs in your area and you answer calls fast, start verification now; it can take a few weeks.
- Run search ads alongside for the high-value jobs and for anything LSAs do not cover.
- Track both to booked jobs, then shift budget to whichever is cheaper per job that month.
Not sure if your trade is eligible? We check it as part of every free audit.
Sources
- Local Services Ads Help Center, Google
- Google Ads Help Center, Google
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