Local Services Ads
Local Services Ads (LSAs) are a Google ad format for local businesses like plumbers, lawyers, and HVAC companies that appears at the very top of results with a Google Screened or Google Guaranteed badge. Unlike traditional PPC, you typically pay per qualified lead, such as a call or message, rather than per click.
Why It Matters
LSAs place vetted local businesses above standard search ads and charge for leads instead of clicks, which aligns cost with actual prospects. The trust badge and pay-per-lead model can lower effective acquisition costs for service businesses.
Common Mistake
Ignoring the dispute process for bad leads and letting the business profile lapse. Failing to flag invalid leads means paying for junk, and a weak review profile pushes your ranking down within the LSA unit.