Google Local Services Ads vs Google Ads

When you run a home-services business, every marketing dollar has a job to do. And we believe the smartest spend isn’t choosing between Google Local Services Ads (LSA) and Google Ads; it’s strategically combining both.

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Let’s discuss how each platform works, how they differ, and why the mix consistently delivers stronger, higher-intent leads for trades businesses.

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What Are Google Local Services Ads (LSA)?

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Google Local Services Ads are the “Google Guaranteed” listings that appear at the very top of search results. They’re designed specifically for local service providers—HVAC, plumbing, electrical, etc.—and they operate on a pay-per-lead model rather than pay-per-click.

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LSAs are strongest for urgent searches. Think broken air conditioners, same-day repair calls, plumbing emergencies, etc.  

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Key Benefits of LSAs:

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• You only pay for actual leads, usually phone calls or messages tied to real service requests.

• Top-of-page placement builds trust and visibility instantly.

• Local + intent-based. LSAs show when a homeowner is actively seeking service now, like “AC repair near me.”

• The Google Guarantee badge and your positive reviews boost credibility before a customer even clicks.

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What Are Google Ads (PPC)?

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Google Ads (formerly AdWords) operates on a pay-per-click model. They offer more flexibility, more space, and more targeting control than LSAs. With PPC, we can tailor your campaigns to service types, promotions, seasonal needs, and long-term brand visibility.

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Our PPC campaigns commonly see a 5% click-through/conversion rate on average, with our strongest campaigns approaching ~9%.

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Why PPC Matters:

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• Let's you bid on broader or research-driven keywords, and get more control on what your business shows up for.

• Perfect for promoting your company consistently and what jobs you want right now.

• Allows deep keyword strategy, including negatives, to cut wasted spend.

• Offers display and retargeting, keeping your brand in front of warm leads online.

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How LSAs and Google Ads Work Together

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LSAs and PPC aren’t competitors; they’re complementary. We consistently see strong traction when blending per-lead and per-click strategies to capture the full local demand, especially during extreme heat waves or cold snaps.

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For the trades, using both LSAs and Google Ads together widens your reach across urgent and planned services while keeping lead flow steady, even during slower seasons. Plus, blending pay-per-lead and pay-per-click models helps balance costs, and the combined visibility creates a stacked presence where your business can appear in LSAs, paid ads, and organic results at the same time.

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That repeated exposure builds familiarity and trust, ultimately making your company the clear choice for homeowners.  

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Smart Keyword Strategy for HVAC Ads

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A high-performing campaign blends broad, high-intent terms such as “AC installation”, “heat pump install”, local modifiers like “near me”, “Atlanta”, “Palm Harbor”, and long-tail phrases that signal buying intent, such as “best AC installer for two-story home”, “cost to replace HVAC in Georgia home."

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Marketing Tip: Don’t forget negative keywords, particularly variations of your company name, so you’re not paying for clicks from people who were already looking for you. This simple filter alone can save significant monthly spend!

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More Google Tips > How to Rank in “Near Me” Searches

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Maximize High-Intent Leads

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If you want consistent, high-quality leads, not just during peak seasons but year-round, the combination of LSAs and Google Ads is the strongest strategy. Remember, LSAs capture the urgent “call now” customers, while PPC keeps your brand in front of homeowners researching installations and planning ahead. But either way, it’s up to your team to make the sale and do the job well (you’ll recall reviews are a key factor for GLA performance).

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If you're ready to build a smarter, blended Google strategy that brings in more booked jobs, My Marketing Works is here to assist! We can help you map out your keyword and budget plan, optimize spend, and manage your campaigns so you get the most return from every click and every lead. That's just one way that we will make your marketing budget WORK for you.  

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Get started today!

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