Local Services Ads (LSAs) are Google’s pay-per-lead ads for local service businesses that show in a dedicated “Local Services” unit, while Google Search ads are traditional pay-per-click text ads that show in the main search results.
In practical terms, LSAs are built for phone calls and messages from people who want to hire someone now (think Orlando homeowners searching “pest control near me” or “electrician same day”). You only advertise in the service categories Google allows, you go through a verification process, and your ad looks more like a mini profile than a headline-and-description text ad. Search ads are more flexible: you choose keywords, write multiple ad variations, send clicks to specific landing pages, and scale into everything from brand searches to “price” and “near me” terms.
How LSAs and Search ads differ
| Item | Local Services Ads (LSAs) | Google Search ads |
|---|---|---|
| How you pay | Usually pay per lead (call or message), not per click | Pay per click for visits to your site or calls from call assets |
| Where you appear | In the Local Services unit (often above standard results on many local queries) | In the main search results as “Sponsored” listings |
| Best outcome | Booked jobs from calls/messages, fast | Calls, forms, online bookings, and longer-funnel leads |
| Targeting | Service category + service area + schedule and availability | Keywords, match types, audiences, locations, ad schedule, devices, and more |
| Who can run it | Only eligible service categories; verification required (often license/insurance and background checks depending on category) | Almost any business that follows Google Ads policies |
| Creative/control | Limited: profile-style listing, reviews, photos, business details | High: ads, extensions, landing pages, experiments, and full funnel control |
| Lead quality control | You can dispute some invalid leads, but lead flow is the focus | You control keywords and landing pages, which can filter better (pricing, service area, forms) |
| What builds trust | Badges like Google Guaranteed or Google Screened (when available) plus reviews | Ad relevance + landing page trust (proof, pricing cues, clear next step) |
For many Orlando service businesses, the cleanest approach is: LSAs for bottom-of-funnel calls, Search ads for keyword coverage and scaling. We run both under one reporting view in our PPC management so you can see cost per booked job, not just cost per lead.
When LSAs are the better fit
LSAs usually win when you sell a straightforward service with high intent and you can answer the phone quickly. If you are a pest control company, HVAC contractor, electrician, plumber, roofer, or many types of local professional services, LSAs can produce calls without needing a perfect landing page on day one. Reviews matter a lot because the ad unit is built to compare providers side by side.
When Search ads are the better fit
Search ads are stronger when you need tighter control over who clicks and what they see next. If you offer multiple service lines, want to target “cost” or “best” searches, need a dedicated page per service, or want to push seasonal promos, Search gives you more options. This is also where your website experience matters most, and a focused landing page often lifts conversion rates fast. If your pages are dated or slow, our web design work pairs well with Search campaigns because the page is part of the ad system.
Florida and Orlando details that affect LSAs
In Florida, many trades and professional services have licensing and insurance requirements, and Google’s LSA verification can ask for documentation that matches your business name, address, and category. If your paperwork or business info is inconsistent, LSAs can stall, so we treat setup like a checklist and line everything up before launch.
If you want a simple way to decide, start with your buyer’s intent: if people are searching ready-to-hire terms, LSAs are usually the fastest path; if you need broader coverage or better filtering, Search ads are usually the safer bet. For related fundamentals that influence campaign performance, it helps to understand search intent and how your Google Business Profile supports local trust signals that buyers notice before they call.
