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Issue #130: Local Service Ads or Google Ads?

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This week, we’re diving into a critical topic for local businesses: Local Services Ads (LSA) vs. Google Search Ads. If your clients are looking to boost their local presence, understanding the strengths and weaknesses of each ad type can make all the difference. Let’s break it down.
The Case for Local Services Ads (LSA)
Local Services Ads are a game-changer for service-based businesses. They appear at the very top of search results, even above traditional Google Ads, giving your clients prime real estate. The best part? You only pay for valid leads.
The Good:
  • Pay Per Lead: No more paying for clicks that don’t convert. LSAs charge you only for valid leads, making your ad spend more efficient.
  • Trust Factor: These ads come with Google’s guarantee, which can significantly boost customer trust and lead quality.
  • Visibility: LSAs dominate the top of search results, ensuring your business is seen first.
The Not-So-Good:
  • Limited Availability: Performance doesn’t scale well.
  • Strict Requirements: Not every business or location is eligible for LSA. PLUS businesses must pass background checks and meet other qualifications to use LSA.
  • Fewer Customization Options: LSAs offer less flexibility in ad copy and targeting compared to Google Search Ads.
The Case for Google Search Ads
Google Search Ads are designed to capture high-intent traffic. When users turn to Google, they’re actively searching for solutions, which translates into higher conversion rates.
The Good:
  • Broad Reach: Google Search Ads can target a wide range of keywords and audiences, providing extensive reach.
  • Flexibility: With numerous ad formats and extensions, Google Search Ads offer high customization to tailor messages.
  • Immediate Results: Once set up, ads can generate traffic and leads almost instantly, making it great for time-sensitive campaigns.
The Not-So-Good:
  • Cost: You pay for each click, which can become expensive, especially in competitive markets.
  • Complexity: Managing a successful Google Ads campaign requires constant monitoring and optimization.
  • Click Fraud: There’s a risk of invalid clicks from competitors or bots, potentially wasting ad spend.
Despite the pros and cons of each ad type, you should use both for clients who qualify. LSAs give you control over the cost of your leads and Google Ads give you control over the broader audience to scale performance.
Talk soon,
Avi
CEO & Chief Wizard