Search for “AC repair near me” in Houston and the first thing you’ll often see isn’t a regular ad — it’s a row of Local Services Ads, complete with ratings, years in business and a Google badge. For home service businesses, that placement can be gold. But Local Services Ads (LSAs) work very differently from traditional Google Ads, and most businesses get the best results running both.
How Local Services Ads work
LSAs appear at the very top of the results for eligible categories like HVAC, plumbing, electrical, roofing, cleaning and many more. Instead of paying per click, you generally pay per lead — a call, message or booking request from a customer in your service area. To run them, your business goes through Google’s screening and verification process, which can include background and license checks depending on the category. Approved businesses can earn trust badges such as Google Guaranteed or Google Screened.
How traditional Google Ads work
Search campaigns show text ads for the keywords you choose, and you pay when someone clicks. You control the keywords, ad copy, landing pages and bids, which makes them flexible — you can promote specific services, seasonal offers or high-margin jobs. You also pay for clicks that don’t become leads, so landing pages and tracking matter.
Side by side
- Placement: LSAs typically appear above search ads; Google Ads appear below LSAs and above organic results.
- Pricing: LSAs charge per lead; Google Ads charge per click.
- Control: LSAs offer limited control over targeting and messaging; Google Ads offer detailed control.
- Trust signals: LSAs show reviews and Google’s badge prominently; Google Ads rely on your ad copy and extensions.
- Setup: LSAs require verification; Google Ads can launch quickly.
Making Local Services Ads work
- Reviews drive ranking. LSA placement leans heavily on your review count and rating, so a steady review program is essential.
- Answer fast. Responsiveness affects how often you’re shown — missed calls and slow replies cost you.
- Dispute bad leads. If you’re charged for a lead that isn’t valid, you can request a credit for eligible cases.
- Set your service area and job types carefully so you only get the work you want.
Why most home service businesses should run both
LSAs capture people who want someone they can trust right now. Search campaigns let you target specific high-value services, expand to more keywords and send people to landing pages built to convert. Together they cover more of the results page, and tracking both lets you shift budget to the lowest cost per booked job.
The bottom line
For home service businesses across The Woodlands, Spring, Conroe and Greater Houston, Local Services Ads are often the best starting point — and Google Ads the best way to scale. Our home services marketing team sets up and manages both. Find out what a balanced setup could do for you with a free marketing audit.