Glossary
Local Service Ads (LSA)
Local Service Ads (LSAs) are Google's pay-per-lead advertising product designed for local service businesses. LSAs appear at the very top of Google Search results, above traditional paid search ads and organic listings, displaying a 'Google Screened' or 'Google Guaranteed' trust badge. Unlike conventional PPC where advertisers pay per click, LSAs charge per lead — businesses are billed only when a potential customer contacts them through the ad via phone call or message. The platform requires businesses to pass background checks, license verification, and insurance validation before ads can run. LSA ranking is determined by proximity to the searcher, review score, responsiveness to inquiries, and business hours — not by keyword bids. Advertisers set a weekly budget and Google optimizes lead delivery within that cap. LSAs are particularly effective for emergency-service verticals (plumbing, HVAC, locksmiths) and professional services (lawyers, dentists, real estate agents) where trust signals, immediate availability, and local proximity drive conversion decisions. They complement traditional Google Search Ads rather than replacing them, capturing high-intent local demand while Search Ads cover broader keyword strategies and audiences that fall outside LSA eligibility categories.