At a Glance
- Default answer: Start with LSA if eligible
- LSA wins on: High intent, pay-per-lead, Google Guaranteed badge, mobile placement
- Search Ads win on: Keyword control, landing page tests, brand defense, categories LSA skips
- Measure: Cost per booked job by channel weekly
- Deep dives: LSA guide · Search Ads guide
Detailed Comparison
| Factor | Google LSA | Google Search Ads |
|---|---|---|
| Pay model | Per lead | Per click |
| Typical CPL/CPC | $15–$65 / lead | $4–$18 / click |
| Trust signal | Google Guaranteed badge | None built-in |
| Best for | Emergency + scheduled work | Brand, keywords, high-ticket pages |
| Setup complexity | Medium (license, insurance) | Lower |
| Lead quality | Usually higher intent | Varies by keywords + landing page |
| Response sensitivity | Google tracks responsiveness | No platform penalty, but speed still wins |
When to Use Each
Use LSA if:
- Your category is supported in your ZIPs
- You can respond in <5 minutes during business hours
- You want pay-per-lead with built-in trust badge
- Emergency or same-day intent drives revenue
Use Search Ads if:
- LSA is not available in your area or category
- You need dedicated pages per service + city (panel upgrade, roof replacement)
- You are protecting brand searches (
[your company name]) - You want precise keyword and negative-keyword control
Sample Budget Split (Test Phase)
| Phase | LSA | Search Ads | Total monthly (example) |
|---|---|---|---|
| Week 1–2 test | 100% | 0% | $800–$1,500 |
| Week 3–4 | 70% | 30% | $2,000–$3,500 |
| Scale | Shift toward lower booked-job CPA |
Model scenarios in ROI simulator.
Decision Checklist
Answer yes = lean LSA first. Mostly no = consider Search first or GBP-only until ready.
- LSA available for my trade in my service area?
- License and insurance documents ready to upload?
- Can someone answer LSA leads in under 5 minutes?
- GBP verified with 10+ reviews and 15+ photos?
- Tracking phone and CRM source field set up?
- Primary need is emergency / same-day intent?
- Comfortable disputing bad LSA leads weekly?
If you checked 5+ but LSA is unavailable, prioritize Search Ads + GBP.
By Trade (Quick Notes)
- Plumbers — LSA first for emergencies
- HVAC — LSA peak season; Meta for tune-ups
- Roofing — Meta + GBP often lead; LSA where live
- Electricians — LSA emergencies; Search for panel/EV upgrades
- Landscapers — Meta visual + GBP; LSA supplemental
Recommended Approach
- Get LSA live first (if eligible) with GBP complete
- Add Search Ads for one high-ticket service + city landing page
- Track cost-per-booked-job for both — Tracking · Metrics
- Scale the channel with lower booked-job CPA; cut the loser after 30 days of data
Budget Split Cheat Sheet
| Phase | LSA | Search Ads | Notes |
|---|---|---|---|
| Test (first 30 days) | 70% | 30% | LSA first if eligible |
| LSA not in your category | 0% | 100% | One service + city landing page |
| Scaling winner | +15–25%/wk | Hold or cut | Until capacity binds |
Revisit split every Sunday using the weekly metrics checklist.
Next Steps
- Google Local Services Ads (LSA)
- Google Search Ads
- 7-Day Quickstart — Day 3 is LSA setup
- Lead Gen Scorecard — personalized channel order
- Ultimate Guide — full paid + organic stack
- Printable Checklists — LSA weekly ops · weekly metrics