Local Service Ads (LSAs) and traditional Google Ads sit on opposite ends of the paid-search spectrum. LSAs charge per qualified lead and show Google's 'Guaranteed' badge. Search Ads charge per click and let you control creative, landing pages, and bids.
For most home-service businesses with a clean BBB-style record, LSAs are the better first dollar. The Guaranteed badge converts at materially higher rates and you only pay for leads - not curious clicks.
But LSAs cap quickly. Once you're maxed on impression share in eligible ZIPs, Search Ads are how you scale further. They also unlock keyword targeting LSAs can't touch - installs, specific brands, commercial work.
The right mix for most operators we work with: LSAs maxed first, Search Ads bolted on top for keyword coverage LSAs miss. Treat them as one channel with two surfaces, not a competition.