Should I Use Google Local Services Ads or PPC Ads?

When it comes to advertising your business online, there are a lot of choices to make. One of the most important decisions is whether to use Google Local Services Ads or PPC ads. In this blog post, we will compare LSA and PPC and help you decide which one is right for you.
Date: August 26, 2022
Should I Use Google Local Services Ads or PPC Ads?
Should I Use Google Local Services Ads or PPC Ads?

When it comes to advertising your business online, there are a lot of choices to make. One of the most important decisions is whether to use Google Local Services Ads or PPC ads. In this blog post, we will compare LSA and PPC and help you decide which one is right for you. Keep reading to learn more!

Overview of Google’s Local Services Ads and PPC Ads

Google’s Local Services Ads (LSA) are a new way for businesses to advertise on Google. LSA allows businesses to pay to have their business information and contact details displayed at the top of Google search results. LSA is only available in certain countries and categories, but it is expanding rapidly.

PPC, or pay-per-click, ads are the more traditional form of Google advertising. PPC ads appear in the “Sponsored Links” section of search results pages. PPC ads can be targeted to specific locations, keywords, and other factors.

So, which one should you use? Let’s take a look at some of the key differences between LSA and PPC.

Pros of Using Google Local Services Ads

Lead Disputes

LSA offers a lead dispute resolution process that can help you if you feel you’ve been charged for a lead that was not qualified.

Cheaper Leads

With Local Services Ads, you only have to pay for the leads that come in, which can be cheaper on average than Google Ads. The cost-per-lead varies by industry, but you can generally expect to create more affordable qualified leads with Local Services.

Easy to Use

Compared to Google PPC Ads, Local Services Ads are much easier to set up and manage. You don’t need to worry about creating ad copy or designing ads, as your LSA listing will appear at the top of relevant search results pages.

Cons of Using Google Local Services Ads

Limitations on Locations and Categories

One of the biggest downsides of LSA is that it’s only available in certain locations and categories. If your business doesn’t fall into one of the eligible categories, you won’t be able to use LSA.

You Might Not Be Able to Get Listed Right Away

Another downside is that you might not be able to get listed right away, even if your business is eligible for LSA. Google selects businesses to appear in LSA based on a number of factors, including reviews, location, and business size.

Optimization

Due to Local Services Ads being heavily automated, a lot of features that would be beneficial in an advertising dashboard are not available. As a result, there is the potential for fewer customers or less qualified leads.

Pros of Google PPC Ads

Know Your Customer’s Intent

One of the great things about PPC is that you can target people who are already interested in what you’re selling. For example, if someone searches for “AC repair” they are much more likely to be ready to make a purchase than someone who searches for “how does an air conditioner work?”. This allows you to create ads that are highly targeted and relevant to your potential customers, which can lead to higher conversion rates.

More Control Over Your Ads

With PPC ads, you have a lot more control over your ad campaign than with LSA. You can choose where your ads appear, what keywords trigger your ad, and how much you want to spend per day.

You can also A/B test your ads to see which ones are performing the best. This level of control gives you the ability to optimize your ad campaign for maximum results.

Cons of Google PPC Ads

Cost

One of the biggest downsides of PPC ads is that they can be expensive, especially if you’re in a competitive market. The cost-per-click (CPC) can vary widely depending on your industry and location, but it’s not uncommon to pay $50 or more per click. This means that PPC can be a costly investment, and there’s no guarantee that you’ll see a return on your investment.

You Need to Know What You’re Doing

Another downside of PPC is that it takes some time and effort to learn how to do it effectively. If you’re not familiar with PPC, it can be easy to waste a lot of money on ads that don’t perform well.

It’s important to do your research and learn about effective PPC strategies before you start running ads. Otherwise, you could end up spending a lot of money with little to show for it.

So, which is better – LSA or PPC? The answer really depends on your business and your goals. If you’re looking for an easier way to generate leads, Local Services Ads might be the right choice for you. However, if you want more control over your ad campaign and are willing to invest the time and effort into learning how to use PPC effectively.

Whether you want to use Google PPC for HVAC or you think LSA for HVAC is your best bet, maybe you think a little bit of both is the best for your results, schedule a strategy session with us to explore how your business can grow with advertising.

Written By Matt Smith

Matt Smith is the WordPress & Digital Specialist at Rival Digital, bringing over a decade of technical experience to the table to expand profit for HVAC businesses.

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