For local businesses, Google offers two primary advertising platforms: Google Ads and Local Services Ads. Both tools can drive significant traffic, but they work in different ways, serve different purposes, and appeal to different user intents. In this blog, we’ll explore the distinctions so you can choose the right platform for your marketing strategy.
Understanding Google Ads
Google Ads is one of the most widely used pay-per-click (PPC) platforms. It allows businesses to pay for specific keywords to show their ads in Google search results. One of the biggest advantages of Google Ads is its versatility. Businesses can create custom campaigns targeting a variety of keywords, demographics, and geographic areas. Additionally, you can choose between different ad formats– including text, display, shopping, and video ads.
Google Ads can be highly effective if your goal is to reach a broad audience and drive traffic to your website. You pay-per-click, so the cost of these ads is directly related to how many people interact with them. Google Ads offers a high level of control over your campaigns, enabling you to analyze performance metrics, adjust keyword bids, and experiment with different ways to improve conversions.
Understanding Google Local Services Ads
Local Services Ads (LSAs) are designed specifically for service-based businesses. This includes healthcare providers, plumbers, electricians, and more. Unlike Google Ads, LSAs are pay-per-lead, meaning you only pay when a customer directly contacts your business through the ad via phone call, booking, or message. These ads appear at the very top of Google search results– even before PPC results. They are accompanied by a “Google Guaranteed” or “Google Screened” badge, showing your business has been vetted through the search engine, enhancing trustworthiness.
LSAs focus on local customers, ensuring your business shows up for people who are nearby and actively searching for your goods or services. This hyper-local targeting is ideal for increasing conversions while also reducing potential wasted ad spend. Local Services Ads can lead to high-quality leads as they target users who are ready to take action.
Key Differences Between Google Ads and Local Services Ads
The most significant difference between Google Ads and Local Services Ads is how they are managed and the types of interactions they encourage. Google Ads are more comprehensive in their scope, allowing businesses of all kinds to promote a range of services. On the other hand, LSAs are highly service-specific and only certain industries are eligible to participate. In terms of management, Google Ads requires ongoing monitoring, keyword research, and budget adjustments. LSAs, by contrast, are simpler to manage as they operate on a pay-per-lead system.
One more important thing to note is that Local Services Ads require a complex verification process. To participate in LSAs, all businesses must pass Google’s screening and verification process. You can learn more about that process here.
Contact Boston Web Marketing For Google Ads & LSAs Today
Choosing between Google Ads and Local Services Ads ultimately depends on your edibility, goals, budget, and marketing strategy. In most cases, LSAs should not replace PPC– rather they should act as a supplementary source of paid traffic. Combining both platforms can help you maximize your digital presence and attract a diverse audience. Are you looking to set up Google Ads or Local Services Ads? Contact Boston Web Marketing! Our digital marketing specialists have extensive experience with paid advertising. We can build and manage the PPC or LSA strategy for your business. Call our team directly at 857-349-5062, or email us at sales@getfoundquick.com.