Both Google Ads (PPC) and Local Service Ads get you in front of homeowners—but they work differently. Understanding features, costs, and when to use each can radically improve your ROI.

🔹 What Are Google Ads (PPC)?

A bidding-based ad system showing your site in search results for specific keywords like “roof repair near me.” You pay per click.

🔹 What Are Local Service Ads (LSAs)?

Ads that show above PPC when homeowners search for a contractor. You only pay for leads (calls/messages), and your business earns a Google Guaranteed badge.

Key Differences & Benefits of Google Ads (PPC vs LSA)

1️⃣ Cost Structure

✔ Google Ads: Pay for every click — even if it doesn’t convert. 
✔ LSAs: Pay only when a qualified lead contacts you.

2️⃣ Trust & Credibility

✔ Google Ads: Competes on keywords & bid.
✔ LSAs: Show Google Guaranteed badge = instant trust boost.

3️⃣ Placement

✔ Google Ads: Below LSAs (if LSAs present).
✔ LSAs: Prime real estate above organic search.

4️⃣ Lead Quality

✔ Google Ads: Broader audience; good for branding and demand generation. 
✔ LSAs: Highly qualified leads ready to hire.

5️⃣ Setup & Requirements

✔ Google Ads: Live with keyword list, budget, tracking. 
✔ LSAs: Requires verification & often background checks.

Conclusion

Best strategy? Use both together: LSAs for high-intent, ready-to-hire leads; PPC for broader visibility and scaling. Advertisers who combine them dominate the digital landscape.