Google Ads
Google Local Services Ads vs Google Ads
They are not the same product, and they solve different needs. Here's how they differ, and when a business should use one, the other, or both.
Google Ads is a pay-per-click auction open to any industry and keyword. Local Services Ads is pay-per-lead, appears above regular ads, shows a Google Guaranteed or Google Screened badge, and is limited to a specific list of local service categories like plumbers, electricians, and lawyers.
Different pricing models, different risk
With Google Ads you pay for every click regardless of whether it turns into a customer, which puts the burden of converting that visitor on your landing page and offer. With Local Services Ads you generally only pay when someone actually contacts you through the platform, shifting more of the risk onto Google, which is one reason eligibility and review requirements are stricter.
Why many local businesses eventually run both
For eligible categories, Local Services Ads occupies the very top of the results page, above the regular ads section, which means running both doesn't create competition between your own listings, it multiplies the space you occupy on the page. A business eligible for the Local Services program that skips it is leaving visibility on the table for free.
Not sure if your business qualifies for Local Services Ads?
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