How Local Service Ads Work
Local Service Ads appear at the very top of local searches and carry a Google Screened or Guaranteed badge for eligible businesses. They're built for local service providers, and you typically pay per lead rather than per click, meaning you're charged when someone actually contacts you.
To run them you go through a verification process, which can include background and license checks depending on your industry. That vetting is what earns the trust badge and the prominent placement, making these ads especially strong for service businesses that rely on local credibility.
How Google Ads Work
Traditional Google Ads (the search ads below Local Service Ads) operate on a pay-per-click model and offer far more control. You choose keywords, write the ad copy, set bids, and direct clicks to specific landing pages, giving you precise command over targeting and messaging.
That flexibility makes Google Ads suitable for a much wider range of goals, from local services to ecommerce to lead generation of every kind. The tradeoff is that they require more active management to perform well and avoid wasted spend.
Which One Should You Use
For many local service businesses, Local Service Ads offer an efficient, trust-building way to capture high-intent leads with a pay-per-lead model. Google Ads give you the reach and control to target specific searches, run promotions, and guide users to tailored pages.
They aren't mutually exclusive, and used together they can dominate the top of the results page. CMG runs paid search done-for-you, managing both Local Service Ads and Google Ads so your budget goes where it earns the strongest return.
Key takeaways
- Local Service Ads are pay-per-lead, carry a trust badge, and require verification.
- Google Ads are pay-per-click and offer granular control over keywords, copy, and targeting.
- Service businesses often benefit most from Local Service Ads' high-intent, vetted leads.
- The two can work together to own the top of the results page, CMG manages both.