Two very different models
Traditional search ads charge you every time someone clicks, whether or not they ever contact you. Local Services Ads charge you only when a real lead reaches out. For contractors and home service businesses, that difference changes the entire economics of paid search.
The Google Guarantee badge
Local Services Ads sit above everything, including the map pack, and carry the green Google Guarantee badge. That badge signals that Google has screened your license, insurance, and background, which makes nervous homeowners far more likely to choose you.
Where classic PPC still wins
Search ads give you granular control over keywords, landing pages, and messaging. They are still the right tool for lead generation outside the trades and for campaigns that need a specific offer or funnel.
The smart play: run both
Most service businesses get the best result by capturing high-intent local leads through Local Services Ads while using search ads for broader campaigns and remarketing. We set up, verify, and manage both so every dollar works harder.
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