Local Services Ads (LSA)

Local Services Ads are Google’s pay-per-lead advertising format that appears at the very top of search results, above traditional Google Ads. Unlike standard PPC where you pay for clicks, LSAs charge only when a potential customer contacts you directly through the ad. As of October 20, 2025, LSAs display the unified Google Verified badge after you pass Google’s verification process, which includes background checks, license verification, and insurance confirmation depending on your industry.

LSAs are available for specific industries including lawyers, doctors, dentists, plumbers, electricians, and other local service providers. You cannot control ad copy or keyword targeting directly; Google matches your business profile to relevant searches. Leads that don’t meet your criteria can be disputed for credit.

Example: A family law attorney runs LSAs and pays $75 per qualified lead when someone calls or messages through the ad, rather than paying $45+ per click regardless of whether that click converts to a consultation request.