If you run a home-service business on the Treasure Coast, you have probably been told to “run Google Ads.” But there are two very different kinds of ads you can buy from Google, and they work in completely different ways. Here is a plain-English comparison of Google Ads search campaigns and Local Services Ads, and how to decide which one fits your business.
The quick answer
If your business is eligible for Local Services Ads, start there: you pay for leads instead of clicks and your ad appears at the very top of the page with your reviews. Add Google Ads search campaigns when you want more control over which searches, services and towns you show up for, or when your business is not eligible for Local Services Ads.
How Local Services Ads work
Local Services Ads appear at the very top of Google for searches like “plumber near me” or “AC repair Port St. Lucie.” Instead of a text ad, they show your business name, rating, number of reviews, hours and a Google Verified badge.
- You pay per lead, not per click. A lead is a phone call or message from a potential customer through the ad.
- You do not choose keywords. Google matches your ad to searches based on your business category, the job types you select and your service area.
- Screening is required. Depending on your industry, Google may check licenses, insurance and backgrounds before your ads can run.
- Reviews matter. Your rating, review count and how quickly you respond to leads influence how often your ad appears.
- You can dispute invalid leads. Calls that are clearly not customers, such as spam or job seekers, can be credited back.
Two recent changes are worth knowing. Google has replaced the older Google Guaranteed and Google Screened badges with a single Google Verified badge, and it has ended the money-back guarantee that used to come with the Guaranteed badge. Google has also begun moving Local Services Ads into the main Google Ads platform as pay-per-lead campaigns, starting in 2026 with selected U.S. categories. The lead-based pricing and top-of-page placement remain.
How Google Ads search campaigns work
Standard Google Ads search campaigns show text ads above and below the organic results. You choose the keywords you want to appear for, write the ad copy and choose which page of your website people land on.
- You pay per click, whether or not the visitor contacts you.
- You control the targeting. Keywords, towns, schedules and budgets are all in your hands.
- Any business can advertise, not just the categories eligible for Local Services Ads.
- Results depend heavily on your website. A slow or confusing landing page wastes clicks.
Side-by-side comparison
| Local Services Ads | Google Ads search | |
|---|---|---|
| You pay for | Leads (calls and messages) | Clicks |
| Placement | Very top of the page | Above and below organic results |
| Keyword control | No | Yes |
| Trust badge | Google Verified | None |
| Who can run them | Eligible categories only | Almost any business |
| Needs a strong landing page | Helpful, not required | Essential |
Which should your business use?
- Plumbers, HVAC, roofers, electricians, pest control and other home services: start with Local Services Ads if you qualify, then add search campaigns for high-value jobs you want more of, such as roof replacements or new AC systems.
- Lawyers, accountants and other professional services: check eligibility for Local Services Ads in your category, and use search campaigns to target specific practice areas.
- Businesses not eligible for Local Services Ads: a well-built search campaign with call tracking is the way to go.
Running both at the same time
Many local businesses run both. Local Services Ads capture people ready to call right now, while search campaigns pick up specific, higher-value searches and send people to pages that explain your services in detail. The key is tracking both separately so you know which one produces booked jobs at the lowest cost.
Treasure Coast tips
- Plan for the season. Demand for many services rises from late fall through spring when seasonal residents return. Adjust budgets instead of running the same spend all year.
- Set realistic service areas. Only include towns you will actually drive to. Leads from Sebastian are not worth much if you will not go north of Jensen Beach.
- Be ready after storms. Searches for roofing, tree removal and water damage spike after major weather. Make sure your hours, budgets and phone coverage can handle it.
- Answer the phone. With Local Services Ads especially, missed calls cost you money and responsiveness affects your ranking.
Measure cost per booked job, not cost per click
A cheap click or a cheap lead means nothing if it never turns into work. Track every call and form, note which ones became jobs and divide your ad spend by booked jobs. That number tells you which channel deserves more of your budget.
Frequently asked questions
Are Local Services Ads worth it for a small business?
For eligible service businesses, they are often the most efficient place to start because you pay for leads instead of clicks. Results depend on your reviews, how quickly you answer and how well you handle the leads you get.
Do I need a website to run Local Services Ads?
No. Local Services Ads use your Google profile and reviews. A good website still helps, because many people check it before they call.
How much should I budget?
It depends on your industry, your market and how many jobs you can handle. Start with a budget you would be comfortable spending for a month, track cost per booked job, and adjust from there.
Want a second set of eyes?
We set up and manage Google Ads and Local Services Ads for Treasure Coast businesses, with tracking in place before the first dollar is spent. Start with a free audit of your current ads and Google presence.
