As a service-based business owner, you’re likely chasing one main goal: getting found by customers who need your help—right now. You know Google is the place to be, but once you start digging, you realize there isn’t just one way to advertise. You’ve probably stumbled across Google Ads and Google Local Services Ads (GLSAs) and thought, “Wait, aren’t these the same thing?”
They aren’t. And choosing the wrong one (or ignoring the other) could mean leaving money on the table.
So, let’s clear up the confusion. We’re going to break down the key differences between Google Ads and GLSAs, focusing on lead quality, cost, and how effective Google Ads for service businesses really are compared to their counterparts.
The Contenders: A Quick Breakdown
Before we pick a winner, let’s define who is stepping into the ring.
1. Google Local Services Ads (GLSAs)
These are the advertisements that appear at the very top of the Google search results—usually featuring a green checkmark (Google Screened or Google Guaranteed). They show your business name, review rating, and phone number.
- The Appeal: Simple, trustworthy, and local.
- The Cost Model: generally, you pay per lead (a phone call or message), not per click.
2. Google Ads (formerly AdWords)
These are the traditional search ads that appear just below the GLSAs (and sometimes at the bottom of the page). They look like regular search results but are marked with a bold “Sponsored” tag.
- The Appeal: Customizable, specific, and far-reaching.
- The Cost Model: You pay per click (PPC). You pay when someone visits your site, regardless of whether they call you.
Round 1: Local Services Ads (The “Easy Button”)
For many service businesses, GLSAs feel like a breath of fresh air. They are relatively simple to set up and generally require less time to manage day-to-day than a full-scale Google Ads campaign.
Why We Like Them:
- Lead Quality: Because these ads usually trigger for general, high-intent searches (like “plumber near me” or “HVAC repair”), the lead quality is often excellent.
- Trust Factor: That green Google badge goes a long way. It tells customers that Google has vetted you, which builds instant credibility.
- Cost Control: Since you’re paying for the lead rather than the click, you aren’t wasting budget on window shoppers who click your site and leave immediately.
The Catch: GLSAs rely on categories. They only appear for certain general searches. If someone searches for a specific problem that doesn’t perfectly match a broad category, your GLSA might not show up at all.
Round 2: Google Ads (The “Power Tool”)
If GLSAs are the precise sniper rifle, Google Ads are the Swiss Army Knife. This platform allows for deep customization regarding ad copy, keywords, and landing pages.
Why We Like Them:
- You Own the Journey: With Google Ads, you control exactly what the ad says and exactly where the customer lands on your website. This allows you to guide the customer on their journey from start to finish.
- Capturing Specific Needs: This is the biggest differentiator. Google Ads allow you to show up when GLSAs aren’t eligible to show.
Real-World Example: Imagine a potential customer goes to Google and types in: “only half of my ceiling lights are turning on.” Clearly, they need an electrician. However, because that search query is so specific and descriptive, a generic “Electrician” GLSA likely won’t appear. But a targeted Google Ad can appear for that specific problem, offering a solution and capturing a lead that your competitors missed.
The Verdict: Why Not Both?
We find that business owners often view this as an “either/or” choice. But in our experience, the most powerful strategy is usually a combination of the two.
Here is how we’ve seen this play out for our clients:
The Story of the Everywhere Electrician
We recently worked with an electrician company that wanted to dominate their local market. We didn’t just pick one lane; we built a strategy that used both tools for what they do best.
- GLSAs for Trust: We set up Local Services Ads to ensure they appeared at the very top for high-intent, general searches like “electrician in Bozeman.” This kept a steady stream of verified leads coming in.
- Google Ads for Reach: We used traditional Google Ads to catch everything else—the specific questions, the emergency searches, and the niche problems that GLSAs ignore.
The Result: The company effectively “owned” the search results page. If a customer skipped the GLSAs, they saw the Google Ad. The brand was everywhere the customer looked, reinforcing trust and capturing leads from every angle.
Key Takeaways for Your Business
If you’re trying to decide where to put your marketing dollars, here is the cheat sheet:
- Start with GLSAs if: You have a limited budget and need a simple, lower-risk way to get the phone ringing with standard service calls.
- Add Google Ads if: You want to scale, target specific high-value services (like “tankless water heater installation” rather than just “plumber”), or capture customers searching for specific problems.
- Combine Them if: You want to maximize your visibility and ensure you aren’t missing out on qualified leads just because of how a customer phrased their search.
Let’s Turn Searches Into Service Calls
Whether you need to fine-tune your existing ads or build a dominant search strategy from scratch, Big Storm is here to help you make better advertising decisions.
Ready to get found by the right customers? Contact Us Today to start a conversation about your growth.