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Google Local Services Ads vs Google Ads

Different products, different positioning, different pricing models. LSA pays per lead (call/message). Google Ads pays per click. Both can w

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Google Local Services Ads vs Google Ads, local SEO and Google Business Profile illustration

By the GMB Experts team · Updated May 2026

Quick answer

Different products, different positioning, different pricing models. LSA pays per lead (call/message). Google Ads pays per click. Both can work, but LSA generally has higher conversion for service businesses with the Google Guaranteed badge.

Side-by-side comparison

Factor Local Services Ads (LSA) Google Ads (Search)
Pricing modelPay per lead (call or message)Pay per click
Position in SERPAbove the Map PackBelow LSA, above organic
Includes Google GuaranteedYesNo
Categories supported~50 (home services, legal, healthcare)Any category
Cost per lead/click$20-$120 per lead$1-$200+ per click
Best forHome services, legal, immediate-needLonger consideration purchases

Our verdict

If your category supports LSA, run it. The Google Guaranteed badge alone justifies the investment. Use traditional Google Ads for queries LSA doesn't cover.

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