Short answer: Local Services Ads (LSA) are usually the better first step for contractors who qualify, because you pay per lead, not per click, and they appear at the very top of Google. Regular Google search ads give you more control over keywords and landing pages, and work best alongside LSA once you have the budget.
When contractors say “Google Ads,” they often mean two different products. They look similar to the customer, but they work very differently for you.
What Local Services Ads are
Local Services Ads show at the top of Google for searches like “plumber near me.” They display your business name, rating, and a Google verification badge, and customers can call or message you directly.
- You pay per lead, such as a call or message, not per click.
- Google checks your business, licensing, and insurance before you can run them.
- You can dispute leads that are not valid, like spam or jobs you do not offer.
What regular Google search ads are
Search ads appear for the keywords you choose and send people to your website or a landing page. You pay each time someone clicks.
- You control the keywords, the ad text, and where people land.
- You can target specific services and towns precisely.
- Results depend heavily on your landing page and how fast you respond.
Which one should a contractor start with?
If your trade qualifies for Local Services Ads in your area, start there. Paying per lead is easier to budget, and the top placement plus the verification badge builds trust quickly.
Add search ads when you want more volume, want to promote a specific high-value service, or want to send people to a page that sells your offer.
Common mistakes with both
- Not answering LSA calls quickly. Google pays attention to your responsiveness, and slow replies cost you leads and placement.
- Sending search ad clicks to a homepage instead of a page about that exact service.
- Targeting too wide an area and paying for leads you cannot serve.
- Never disputing bad LSA leads.
- Running ads without tracking which calls turned into jobs.
How much to budget
Costs vary a lot by trade and town. Emergency trades like plumbing and HVAC usually cost more per lead than, say, painting.
Start with a budget you can sustain for at least a month so the system can learn, then judge it by booked jobs, not clicks. We break down typical numbers in how much a Massachusetts contractor should spend on Google Ads.
How to get approved for Local Services Ads
Approval takes some paperwork, so start early instead of waiting for a slow month.
- Set up the Local Services Ads account with the same business name and details as your Google Business Profile.
- Have your license and insurance documents ready for the trades and state that require them.
- Expect background checks for the business owner and, in some trades, field workers.
- Choose only the job types and towns you actually serve, so the leads you pay for are jobs you want.
Approval can take anywhere from a few days to a few weeks. Your reviews carry over from your profile, which is another reason to keep collecting them.
The best setup for most contractors
Local Services Ads for steady, high-intent calls. A focused search campaign for your most profitable service. And a Google Business Profile that is fully optimized, because both ad types work better when your reviews and profile are strong.
Related reading
- How Much Should a Massachusetts Contractor Spend on Google Ads?
- How to Optimize Your Google Business Profile for More Calls
- Do Facebook Ads Work for Contractors?
Not sure if you qualify for Local Services Ads? Tell us your trade and service area. We will tell you which ad type makes sense first and what a realistic monthly budget looks like.
Written by
Mardochee Carries
Managing Director | Brandcastl
Mardochee leads Brandcastl, a Worcester, MA marketing agency that helps local businesses get found on Google and turn searches into booked jobs.
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