What Is the Difference Between Google Local Service Ads and Google Ads?

Curious about the difference between Google Local Service Ads and Google Ads? Both are powerful tools for businesses, but they serve different purposes.

Google Local Service Ads help local businesses connect with nearby customers actively searching for their services, while Google Ads offers broader reach through customizable campaigns. At INFINI Marketing, we’re here to help you learn which one is best for your Houston digital marketing strategy.

Introduction: Understanding the Basics

Google’s advertising ecosystem offers various tools to help businesses reach their target audience, and choosing the right one is crucial for success. Our Houston marketing agency specializes in guiding businesses through this process. While both Google Local Service Ads (LSAs) and Google Ads are designed to attract leads, they serve different purposes. Understanding these differences will help you select the best tool to maximize impact, expand your business, and make a lasting impact on the world.

What Are Google Local Service Ads (LSAs)?

Definition:

Google Local Service Ads (LSAs) are paid listings that appear at the very top of Google search results when users search for specific services in their area. This type of Houston digital advertising is designed to help local service-based businesses connect with potential customers who are actively looking for their services.

Who Should Use Them:

LSAs are ideal for businesses offering in-person services within a specific geographic location, such as plumbers, electricians, HVAC technicians, cleaners, landscapers, and more. If your business provides services in a local area and you want to capture leads from nearby customers, LSAs are a great way to increase visibility and drive conversions.

Include 2-5 highlights in your business profile to stand out, follow up promptly with leads, and budget for at least 20 leads weekly when starting.

Features:

• Top of Search Results: LSAs are displayed at the very top of Google search results, often above regular Google Ads and organic search results. This prominent position ensures that your business gets maximum exposure to users actively searching for services you provide.
• Proximity-Based Targeting: These ads are shown based on the user’s location and the type of service they are searching for, making them highly relevant and effective for businesses targeting local customers. For example, a customer searching for "plumber near me" will see relevant LSAs for local plumbers.
• Google Guarantees Quality: Google verifies and guarantees the quality of the businesses that appear in LSAs. This gives potential customers confidence that they are working with trusted service providers, which can increase the likelihood of engagement.
• Direct Contact Options: Users can directly contact the business through the LSA itself, either by calling or sending a message. This easy, direct contact method makes it simple for customers to reach out, helping to convert searches into leads.
• Pay-Per-Lead Model: Unlike traditional Google Ads, which are based on a pay-per-click (PPC) model, LSAs use a pay-per-lead system. This means businesses only pay when a customer reaches out directly through the ad, whether by phone call or message, ensuring more cost-effective lead generation.

Our Houston marketing company helps businesses optimize their Local Service Ads strategy, ensuring maximum visibility and higher conversion rates for sustained growth. By leveraging LSAs, local businesses can effectively capture high-intent leads and improve their chances of converting searches into paying customers.

What Are Google Ads (formerly Google AdWords)?

Definition:

Google Ads is a powerful Houston digital advertising platform that allows businesses to create paid ads that appear across Google’s search engine, YouTube, and other websites within the Google Display Network. With Google Ads, businesses can reach potential customers at various points in their online journey—whether they’re searching for a specific product or service, watching a related YouTube video, or browsing other relevant sites.

Who Should Use Google Ads?

Google Ads is suitable for businesses of all sizes, from small startups to large enterprises, aiming to target specific keywords, demographics, and geographic locations. It’s especially effective for companies that want to achieve a range of marketing goals, including lead generation, brand awareness, and direct sales. If your business has diverse advertising needs and is looking for flexible solutions to reach potential customers at different stages of the buying journey, Google Ads can help.

Set clear campaign goals. Define specific objectives (e.g., brand awareness, lead generation, or sales) to choose the right campaign type, such as Search, Display, or Video. Align goals with measurable KPIs like conversions or click-through rates to track success effectively.

Key Features:

• Pay-Per-Click (PPC) or Pay-Per-Impression (CPM) Models: Google Ads offers flexible payment models. With the PPC model, businesses only pay when a user clicks on their ad, while the CPM (Cost Per Thousand Impressions) model charges for ad visibility, making it ideal for campaigns focused on building brand awareness. These options allow businesses to control their budget and optimize their spending for the best results.
• Ads Across Multiple Platforms: Google Ads gives you access to a vast audience. Ads can appear in Google search results when users search for keywords related to your business, on YouTube videos, or on websites within Google’s Display Network. This wide reach ensures your ads can appear across multiple touchpoints, increasing visibility and engagement.
• Advanced Targeting Options: Google Ads provides highly advanced targeting features that allow businesses to reach the most relevant audience. You can target based on specific keywords, demographic data (such as age, gender, and interests), geographical locations, devices (mobile, desktop), and even specific times of day. This ensures your ads are shown to the right people at the right time, improving the likelihood of conversions.
• Variety of Ad Formats: Google Ads supports various ad formats, including text ads, display ads, video ads, and shopping ads. Text ads are typically shown in search results, while display ads are shown on partner websites. Video ads can be placed on YouTube, allowing businesses to reach customers with engaging multimedia content. Shopping ads are particularly useful for e-commerce businesses, showcasing products directly in search results.

With its robust features and flexible targeting, Google Ads provides businesses with the tools to create highly customized campaigns that generate immediate results and long-term growth. At INFINI Marketing, we specialize in maximizing the potential of Google Ads to drive traffic, generate leads, and increase sales. Let us help you leverage Google Ads' versatility to meet your Houston digital marketing goals and expand your business.

Comparison of Google Local Service Ads vs. Google Ads

How INFINI Marketing Can Help You Leverage Both Tools

Our team of Houston web design experts understands that every business is unique, and we are committed to helping you expand and make a lasting impact on the world through a brand-first approach. Our expertise in Google Local Service Ads (LSAs) and Google Ads allows us to craft and manage campaigns that not only meet your immediate needs but also support long-term success. Here’s how we can help you leverage both tools for infinite success:

Tailored Campaigns

We don’t believe in one-size-fits-all solutions. Our Houston SEO company takes the time to understand your business, target audience, and marketing objectives. Whether you're focusing on driving local traffic through Google Local Service Ads or reaching a broader audience with Google Ads, we tailor each campaign to align with your goals. This customized approach ensures that every dollar spent is working toward the growth of your business.

Expert Management

As your trusted Houston website design agency, we are well-versed in both Google Ads and Google Local Service Ads, and we provide hands-on management for both. We continuously monitor your campaigns, making real-time adjustments to optimize performance and drive better results. Our goal is to maximize visibility, engagement, and ROI for your business, ensuring that your ads reach the right people at the right time, whether locally or globally.

Continuous Monitoring and Optimization

At INFINI Marketing, we don't just set up your campaigns and walk away. We understand that Houston digital marketing requires ongoing attention, so we continuously monitor the performance of your Google Ads and LSAs. Through constant optimization, we adjust targeting, creative, and budget to ensure that your campaigns are performing at their highest potential. Our approach helps your business stay ahead of the competition and consistently achieve growth.

Data-Driven Decisions

With our Houston marketing agency, you gain access to transparent, data-driven insights that allow you to make informed decisions. We track key performance metrics and provide detailed reporting, so you can see exactly how your campaigns are performing and how they’re contributing to your business goals. By analyzing these metrics, we make strategic adjustments to ensure that your campaigns remain aligned with your evolving needs and objectives.

Sources:

• "The Ultimate Guide to Google Local Services Ads." WordStream, https://www.wordstream.com/blog/ws/2018/06/11/google-local-service-ads
• "What is PPC – Pay-Per-Click Marketing?" Search Engine Land, https://searchengineland.com/guide/what-is-paid-search.