Local Services Ads or Google Ads: what is the difference?

Local Services Ads are the listings at the very top of the page with the Google Guaranteed badge. You pay per lead, not per click: money only leaves your pocket when a customer calls or messages you from the ad. Getting in requires passing Google’s verification checks.

Google Ads are the pay per click listings just below them. You bid on searches, pay for each click, and control the message and the landing page. More flexible, more work to run well.

We usually run both, because they do different jobs. LSAs capture the caller who wants the top result with the badge. Google Ads capture everyone who scrolls past and compares. Owning both spots means owning more of the page when a buyer is choosing.