Google offers two main ways for a local service business to buy leads. They look similar on the results page but work differently behind the scenes.
Google Ads (search ads)
You choose keywords, write ads and pay each time someone clicks. The click goes to your website or landing page, and it is up to that page to turn the visitor into a lead.
Best for: businesses that want control over keywords, wording, areas and budgets, and that have a good landing page.
Local Services Ads
These appear at the very top of the page for eligible trades, with your name, reviews and a verification badge. You generally pay per lead rather than per click, and customers contact you directly from the ad.
Best for: eligible home-service trades that can answer the phone quickly and have strong reviews.
Key differences
- Payment: per click versus per lead.
- Setup: keywords and ads versus a profile with screening and verification.
- Control: detailed targeting versus mostly automated.
- Destination: your website versus a call or message.
What decides your ranking in Local Services Ads
Your review rating and count, how quickly you respond, your service areas, your hours and your budget all matter. A business that misses calls will see its leads dry up.
Should you run both?
Often, yes. Local Services Ads capture people ready to call immediately. Search ads reach the wider set of searches and let you promote specific, profitable services. Running both gives you two places at the top of the page.
Start with whichever fits how your business handles leads today, measure the cost per booked job, and expand from there.