Meet Anastasia Braitsik, a global leader in SEO, content marketing, and data analytics, who brings a wealth of expertise to the table as our digital marketing expert. In this interview, we dive into the world of Google Ads for local businesses, exploring the nuances of Local Services Ads (LSAs) versus traditional Search Ads. Anastasia shares her insights on how these advertising formats differ, the unique advantages they offer, and practical strategies for maximizing lead generation on a budget. Whether you’re a small business owner just starting out or a seasoned marketer looking to refine your approach, her advice on setup, optimization, and tracking results will help you make informed decisions to drive better local leads.
Can you explain what Google Local Services Ads (LSAs) are and how they stand apart from traditional Search Ads?
Absolutely. Google Local Services Ads, or LSAs, are a specialized ad format designed for local businesses offering specific services like plumbing, HVAC, or locksmithing. Unlike traditional Search Ads, where you pay per click, LSAs operate on a pay-per-lead model, meaning you only pay when someone calls, messages, or books an appointment directly through the ad. Another big difference is the level of control—LSAs are largely automated by Google, with minimal input on ad copy or keywords, and they often appear at the very top of search results with a prominent “Google Guaranteed” badge if you’re verified. Search Ads, on the other hand, give you much more flexibility to craft your messaging and target specific keywords, but they require more hands-on management.
Which types of businesses do you think get the most value from using LSAs?
LSAs are a fantastic fit for service-based businesses that rely on immediate, local customer needs—think electricians, roofers, or cleaning services. These are industries where customers are often searching for quick solutions to urgent problems, and LSAs cater to that urgency by prioritizing proximity and availability. Small businesses with limited budgets also benefit because the setup is straightforward, and the pay-per-lead model can be more cost-effective than paying for clicks that might not convert. That said, larger companies in eligible industries can use LSAs to complement other campaigns, especially to dominate local search visibility.
How does the cost and effectiveness of LSAs’ pay-per-lead model compare to the pay-per-click approach of Search Ads?
The pay-per-lead model of LSAs can be a game-changer because you’re only charged for direct actions, like a phone call or booking, which often means a higher likelihood of conversion compared to just a click with Search Ads. However, the cost per lead can vary widely depending on your industry and location—sometimes it’s more expensive than a click if the lead quality isn’t great. Search Ads, while based on pay-per-click, allow for tighter control over who sees your ad through keyword targeting and bidding strategies, potentially reducing wasted spend. Effectiveness really depends on your goals: LSAs are great for quick, local leads with less effort, but Search Ads often yield better long-term results if you’re willing to invest time in optimization.
For someone just dipping their toes into online advertising, how does the ease of setting up LSAs compare to Search Ads?
LSAs are generally much easier to set up for beginners. Google streamlines the process—you verify your business, define your service areas and offerings, and prepay a small budget to get started. It’s almost plug-and-play since Google handles most of the targeting and ad creation. Search Ads, however, have a steeper learning curve. You need to research keywords, write compelling ad copy, set up bidding strategies, and continuously monitor performance. For someone new, Search Ads can feel overwhelming without some basic knowledge or guidance, whereas LSAs offer a lower barrier to entry.
What are the key steps a small business owner should follow to get started with LSAs?
First, check if your industry is eligible for LSAs since not all businesses qualify. If you’re good to go, start by setting up or claiming your Google Business Profile and completing the verification process, which might include background checks or providing licenses depending on your field. Next, define your service areas and the specific services you offer—be precise here to avoid irrelevant leads. Then, set a budget; even a few hundred dollars can be enough to test the waters. Finally, double-check all your business details during setup because errors can lead to mismatched leads. Once you’re live, keep an eye on the leads coming in and respond quickly to build trust.
What are some common pitfalls to watch out for when setting up LSAs?
One big mistake is rushing through the setup and not verifying that your business information, service areas, and offerings are accurate. If these are off, you might get leads that are outside your area or for services you don’t provide, which wastes your budget. Another pitfall is ignoring the importance of reviews—since you can’t control much of the ad content, reviews play a huge role in how customers perceive your business on LSAs. Lastly, don’t assume it’s completely “set it and forget it.” You still need to monitor lead quality and dispute invalid leads with Google to avoid paying for junk contacts.
Since LSAs limit control over ad copy and keywords, how can businesses ensure they’re still connecting with the right audience?
With LSAs, your focus shifts away from ad copy and keywords to other elements you can influence. Make sure your Google Business Profile is fully optimized with accurate details, high-quality photos, and a clear description of what you do. Since Google automates the targeting, having a strong profile helps match you with relevant searches. Also, responsiveness matters—replying quickly to leads signals to Google and potential customers that you’re active and reliable. And of course, reviews are critical; they’re often the deciding factor for customers choosing between businesses in LSAs.
How crucial are customer reviews in driving success with LSAs?
Reviews are absolutely vital for LSAs—probably more so than with any other ad format. They’re displayed prominently alongside your ad, and customers heavily rely on them to gauge trustworthiness, especially since LSAs often lack detailed ad copy. Positive, high-quality reviews can significantly boost your click-through rates and conversion rates. Plus, Google factors in reviews when ranking LSAs, so a strong rating can improve your visibility. Without a solid review profile, you’re at a big disadvantage compared to competitors who actively manage their reputation.
What strategies can businesses use to gather more high-quality reviews for their LSAs?
The key is to make asking for reviews a natural part of your customer interactions. After completing a job, follow up with a polite request via email or text, including a direct link to your Google Business Profile review page to make it easy. Timing matters—ask when the customer is most satisfied, like right after a successful service. You can also incentivize reviews by offering small discounts or perks, but be transparent and follow Google’s guidelines to avoid penalties. Finally, respond to all reviews, good or bad, to show you value feedback. This encourages more customers to leave their thoughts and builds trust with potential leads.
Shifting gears to Search Ads, why do they demand more active management compared to LSAs?
Search Ads require more attention because they offer so much control over every aspect—keywords, ad copy, bidding, targeting, and more. This flexibility is powerful but means you need to constantly monitor and adjust to avoid wasting money on irrelevant clicks or underperforming ads. Unlike LSAs, where Google automates most of the process, Search Ads rely on your ability to test different elements, analyze data, and refine your approach. Without regular tweaks, your campaign can quickly lose effectiveness, especially in competitive industries where costs per click can spike.
What specific aspects can businesses control in Search Ads that aren’t possible with LSAs?
With Search Ads, you have a ton of control. You can write and test multiple versions of ad copy to see what resonates best with your audience. You can choose specific keywords and match types—broad, phrase, or exact—to target searches precisely, and even add negative keywords to filter out irrelevant traffic. Bidding strategies are customizable too; you can set manual bids or use automated options like Maximize Conversions with a target cost per action. Plus, you can A/B test landing pages to improve conversion rates. LSAs offer none of this—Google decides almost everything for you.
How frequently should a business review and adjust a Search Ad campaign to maintain strong performance?
It depends on your budget and industry, but as a general rule, check in at least weekly, especially in the first few months when you’re gathering data. Look at metrics like click-through rate, conversion rate, and cost per click to spot underperforming keywords or ads. If you’re in a fast-moving or competitive market, daily quick scans might be necessary to adjust bids or pause wasteful spend. After about two to three months, when you have solid performance data, you can scale back to bi-weekly deep dives, but always stay proactive—Search Ads aren’t something you can ignore for long.
For businesses with tight budgets, how can they experiment with Search Ads without burning through cash?
Start small and be strategic. Allocate a modest budget—say, a few hundred dollars over a month—and focus on a narrow set of high-intent keywords using phrase or exact match types. This keeps your targeting tight and reduces the risk of irrelevant clicks. Use manual CPC bidding to cap how much you’re willing to pay per click, giving you control over costs. Focus on one or two specific services or products initially, and direct traffic to a well-optimized landing page to maximize conversions. Track everything closely, and don’t be afraid to pause if you’re not seeing results after a couple of weeks.
Why is starting with phrase and exact match keywords a smart move for beginners running Search Ads?
Phrase and exact match keywords give you more control over who sees your ads, which is crucial when you’re just starting out and working with a limited budget. These match types ensure your ads only show for searches that closely align with your chosen terms, cutting down on irrelevant clicks that can drain your funds. Broad match keywords, while useful later on, can cast too wide a net and attract unqualified traffic. Starting narrow with phrase and exact match helps you learn what works, build data, and refine your strategy before expanding to broader targeting.
How long should a small business run a Search Ad campaign before deciding if it’s worth sticking with?
Give it at least a month, ideally two to three, before making a final call. The first couple of weeks are often a learning phase—Google’s algorithms need time to optimize, and you need data to see trends in clicks, conversions, and costs. If you’re not seeing promising results after a month, analyze why: Are your keywords too broad? Is your ad copy weak? Is your landing page turning people away? Make adjustments based on the data before giving up. If you’ve tested for three months with consistent tweaks and still see poor performance, it might be time to pivot or seek expert help.
How can businesses measure whether LSAs or Search Ads are delivering quality leads?
Tracking is everything. Use a basic CRM to log leads from both LSAs and Search Ads, noting which turn into actual customers. Track metrics like cost per lead, lead-to-customer conversion rate, and the overall return on ad spend. For LSAs, since you pay per lead, monitor if those leads are relevant—dispute invalid ones through Google if they’re spam or unrelated. For both formats, integrate call tracking tools to see which ads drive phone calls and whether those conversations lead to bookings. Without this data, you’re just guessing at what’s working.
What tools or methods do you recommend for evaluating the quality of leads from these campaigns?
I’m a big fan of simple CRMs like HubSpot or even Google Sheets for small businesses to start tracking leads and their outcomes. For more detailed insights, call tracking platforms like CallTrackingMetrics or CallRail are excellent—they let you see which ads trigger calls and even record conversations to assess lead intent. Google Analytics paired with Google Ads can also show you the full customer journey, attributing conversions across multiple touchpoints. These tools help you move beyond raw numbers to understand if a lead is actually valuable to your business.
How can a business determine if a lead from an LSA is worth the cost compared to one from a Search Ad?
Compare the cost per lead and the conversion rate for each format. If an LSA lead costs $50 but only 10% convert to customers, while a Search Ad lead costs $30 with a 20% conversion rate, the Search Ad is likely a better deal despite the extra management effort. Dive deeper by looking at the lifetime value of those customers—are LSA leads repeat clients, or one-offs? Also, factor in the time spent managing each campaign. If LSAs bring decent leads with minimal effort, that saved time might justify a higher cost per lead. It’s all about balancing cost, quality, and your capacity to follow up.
Looking ahead, what’s your forecast for the future of local advertising with platforms like Google Ads?
I think we’re going to see even more automation and AI-driven targeting in local advertising, especially with formats like LSAs. Google is already pushing hard to simplify ad management for small businesses, and I expect they’ll refine lead quality filtering and spam detection further. At the same time, Search Ads will likely offer more advanced customization options for businesses willing to dive in, with better integration of cross-channel data from Display or Video campaigns. The challenge will be striking a balance—leveraging automation for efficiency while maintaining enough control to stand out in crowded local markets. I also predict a growing emphasis on reviews and social proof as trust signals, so businesses that prioritize reputation management will have a clear edge.
