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Google LSAs vs Search Ads — Which Is Right for Your Business?
Google gives local businesses two primary ways to generate leads online:
👉 Local Services Ads (LSAs)
👉 Search campaigns
They look similar on the surface.
They’re both paid ads.
They both show up on Google.
But operationally?
They solve very different problems.
What LSAs Are Built For
Local Services Ads are pay-per-lead, not pay-per-click.
You’re charged when someone:
- Calls
- Messages
- Or books directly through the ad
Why businesses like them:
- Fast setup
- Minimal management
- Leads can start coming in within days
Why operators need to be cautious:
- You don’t control keywords
- You don’t control ad copy
- Reviews heavily influence visibility
LSAs reward reputation more than strategy.
What Search Ads Are Built For
Search Ads are pay-per-click, driven by search intent.
They give you:
- Full keyword control
- Custom ad copy
- Landing page optimization
- Long-term performance data
The tradeoff?
- Higher learning curve
- Active management required
- No “set it and forget it” option
Search Ads reward systems and iteration.
| How are you currently generating leads from Google? |
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Simple Breakdown
LSAs =
✔️ Fast
✔️ Simple
✔️ Budget-friendly
❌ Limited control
Search Ads =
✔️ Customizable
✔️ Scalable
✔️ Data-driven
❌ More complex
A Quick Example
A local HVAC business can turn on LSAs and get phone calls within 48 hours.
But if they want to target:
“ductless mini split installation near me”
They’ll need a Search campaign.
⚒️ Different tools.
💼 Different jobs.
💡 Liking this? The Free issue scratches the surface — the Pro one shows you exactly how to do it.
🧠 Frameworks, client-tested playbooks, and behind-the-scenes results drop every Thursday.
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The Real Takeaway
LSAs help you start.
Search Ads help you optimize and scale.
-If you’re choosing based on budget or experience level, LSAs often win early.
-If you’re choosing based on control and growth, Search Ads win long-term.
Next up, I’ll show you how operators combine both and how to shift budget once performance data starts rolling in. That’s where the real leverage is.
Engineering growth that compounds.
