If you run a home service or professional service business, you’ve probably seen two kinds of ads at the top of Google: the Local Service Ads with a trust badge, and the regular text ads underneath. Business owners ask us all the time which one they should be running. Here’s the honest breakdown.
How Local Service Ads work
Local Service Ads usually show at the very top of the results for service searches in your area. Businesses that pass Google’s screening, which can include background, license and insurance checks depending on the category, earn a trust badge next to their name.
The big difference is how you pay. You pay for leads, such as a phone call or message, rather than for clicks. Google decides which searches trigger your ad based on the services and areas you select, and your reviews and responsiveness play a big role in how often you show up.
How Search Ads work
Search Ads are the classic Google Ads text ads. You pay per click, and you control almost everything: the keywords, the ad copy, the page people land on, the hours your ads run and the exact areas you target. That control is powerful, but it also means a poorly managed account can burn money fast.
Side by side
| Local Service Ads | Search Ads | |
|---|---|---|
| You pay for | Leads | Clicks |
| Placement | Usually the very top | Top of results, below LSAs |
| Trust badge | Yes, after screening | No |
| Keyword control | Limited | Full |
| Landing page | Your Google profile | Any page you choose |
| Who can use it | Eligible service categories | Almost any business |
When Local Service Ads make the most sense
- You’re in an eligible category, like many trades and home services
- You have strong reviews, or a plan to get them
- Someone answers the phone quickly during business hours
- You want a simpler setup with less day-to-day management
When Search Ads make the most sense
- You want to target specific services, products or high-value jobs
- Your category isn’t eligible for Local Service Ads
- You have landing pages that convert well
- You want full control over messaging, budget and timing
Our take: often it’s both
For eligible businesses, Local Service Ads are usually a strong foundation for steady, lower-risk leads. Search Ads then fill the gaps: specific services, bigger jobs and areas where you want more volume. Getting the balance right depends on your category, your competition and your budget, and that’s exactly what we map out in a free evaluation.