Glossary
Local Services Ads (LSAs)
Local Services Ads are Google's pay-per-lead advertising format for local service businesses — plumbers, electricians, lawyers, HVAC contractors, house cleaners, and similar providers. Unlike traditional search ads that charge per click, LSAs charge per qualified lead (phone call or message). Ads appear at the very top of Google search results, above standard search ads, marked with a 'Google Guaranteed' or 'Google Screened' badge. To participate, businesses must pass background checks, license verification, and insurance validation — creating a trust barrier that weeds out unqualified competitors. The LSA auction considers proximity, review score, responsiveness, and business hours rather than keyword bids alone. Budget is set weekly and Google manages ad delivery automatically. LSAs are particularly effective for emergency and high-intent local searches because they surface a verified, ready-to-hire provider at the exact moment of need.