Local Services Ads
- You pay for leads (calls, messages or booking requests), not clicks.
- Your ad shows at the top of results for many local service searches, with a Google badge.
- Your business has to pass checks first, which can include a background check, license and insurance, depending on your trade and location.
- Your reviews and how fast you respond affect how often you show up.
- You can dispute leads that are not valid, within Google's rules.
Google Ads
- You pay when someone clicks your ad.
- You choose keywords, locations, budget and schedule.
- People land on your website, so your site has to turn visits into calls and requests.
- More control, more to manage.
Which to start with
- Check if Local Services Ads is available for your trade in your area.
- If it is, set it up first and respond to every lead fast.
- Get your website ready with a page for each service and town.
- Then test Google Ads with a small budget, sending clicks to those pages.
Either way, speed wins
Both kinds of ads bring you leads. Neither one helps if calls go to voicemail and quotes go unanswered. Missed-call text back and quote follow-up are what turn ad spend into booked jobs.
Sources: Google Local Services Ads