Understanding The Difference Between Google PPC & LSA – Which One’s Right for Your Business?
As an SEO Consultant, SEO Paradise work alongside small to medium sized businesses, helping clients to navigate the world of digital marketing. One of the biggest questions we hear is:
“Should I run Google Ads (PPC) or set up Local Services Ads (LSA)?”
Today we will give you a clear breakdown on the difference between Google PPC & LSA and it all depends on your goals, budget and the type of business you run.
What Are Google Local Service Ads and How do They Work?
LSA’s are the top of the page ads you see when you search for services like:
- “Locksmith near me”
- “Emergency Plumber Southend”
- “Electrician open now”
They show as locally displayed ads that only show for verified service providers. You will see either ‘message’ or ‘get phone number’, you’ll also see the little green badge that says “Google Guaranteed” alongside these business listings which means you’ve passed Google’s background checks and verification requirements.
Only certain service based businesses qualify for these types of ads even before Google’s verification process. Here’s the full list of Google’s eligible businesses but a few examples include pest/vermin control, flooring contractors, estate agencies, house clearances, carpet cleaning and even snow removal. These businesses visit or deliver to customers directly but do NOT serve customers at their own premises.
Some of the key features of LSA’s include:
- ✅ You only pay per lead, not per click.
- ✅ Ideal for trades: locksmiths, plumbers, electricians, removal firms, etc.
- ✅ Cost effective marketing strategy for small & low budget businesses
- ✅ Requires setup through a verified business account – not for resellers.
What Are Google Ads and How do They Work?
Google Ads (formerly ‘Google AdWords’) is the traditional PPC (pay-per-click) model. You bid on keywords also known as search phrases, such as:
- “cheap locksmith in Essex”
- “best boiler repair UK”
- “website designer for auto trader”
Through analysing data, understanding your audience & targeting your ad campaign effectively, your ads can appear in search results, YouTube, websites, or the Display Network depending on your campaign type.
The main features of PPC’s include:
- ✅ You pay per click, regardless of lead quality
- ✅ Flexible targeting across multiple campaign types
- ✅ Enables you to advertise to a broader and more targeted audience
- ✅ Great for ecommerce, lead gen, services & brand visibility
So, which one to choose?
The deciding factors come down to what’s right for your business based on understanding and distinguishing the main differences between Google Ads (PPC) and Local Service Ads (LSA). The beauty of this question is that the answer is neither one or the other!
You Don’t Have to Choose Just One. Some of the most successful businesses run both LSA’s and PPC’s simultaneously. Local Service Ads bring in hot leads, while Google Ads lets you capture a broader audience and dominate the SERPS (Search Engine Result Pages).
Still Unsure? Speak to an expert
If you’re unsure on the best option for you and your digital marketing strategy, SEO Paradise will help you break it down based on your goals, budget and industry. We stand to help create bespoke strategies for all kinds of businesses that deliver results, without the nonsense. Fancy a chat? Drop us a message or book a FREE consultation to get started.
Written by Jack Paradise