If you’re running a home service business, whether it’s plumbing, roofing, HVAC, or landscaping, you’ve probably heard of PPC (Pay Per Click) ads and LSAs (Local Services Ads). But how do they actually work together to grow your leads and maximize your marketing budget?
The truth is, PPC and LSAs aren’t competing tools. They’re a power duo.
Think of LSAs as your trust-building front line. They show up above traditional search ads with badges and reviews that give homeowners instant confidence. Meanwhile, PPC lets you go deep, targeting high-intent keywords, service areas, and even landing pages to close the deal.
In this post, we’ll break down how PPC and LSAs complement each other, when to use both, and how to create a strategy that turns clicks into booked jobs. Let’s dive in.
What Are LSAs and How Do They Work?
Google Local Services Ads (LSAs) are built specifically for contractors and home service providers. When someone searches for things like “roof repair near me” or “AC tune-up,” LSAs are often the first thing they see, right at the top of the search results.
Unlike traditional PPC ads, LSAs operate on a pay-per-lead model. That means you only pay when a potential customer actually reaches out through the ad.
What makes LSAs especially effective?
- The Google Guarantee badge helps establish trust from the very first impression
- Star ratings and customer reviews are front and center
- Ads are shown based on proximity, so you’re connecting with homeowners nearby
- They’re ideal for local businesses that rely on quick, high-intent leads
What Is PPC and How Does It Work for Contractors?
Pay-per-click (PPC) advertising, particularly through Google Ads, is one of the most flexible marketing tools for contractors. These ads typically appear just below Local Services Ads in search results but can also show up across the Display Network, YouTube, and other placements, keeping your brand in front of potential customers throughout their decision-making journey. 📢
PPC gives you control over:
- Keywords you want to target
- Landing pages you direct traffic to
- Budget and bids, allowing you to scale during busy seasons or pull back when needed
- Campaigns for specific services or promotions, like storm damage repair or seasonal tune-ups
PPC vs LSA: Key Differences at a Glance
Not sure whether to invest in PPC or LSAs? Here’s a quick comparison to help you see the key differences between the two.
When to Use LSAs, PPC, or Both
Understanding when and how to use Google Local Services Ads (LSAs) and Pay-Per-Click (PPC) ads can help you maximize your marketing ROI. These tools serve different purposes, but when used together, they can be a powerhouse combo for home service businesses.
Use LSAs When:
- You want instant trust and higher conversion rates
LSAs appear at the very top of Google’s search results and feature the Google Guarantee badge, star ratings, and location proximity. These trust signals are especially powerful for first-time searchers who want fast, reliable help.
- You’re focused on local searchers ready to book
LSAs are perfect for attracting customers who are actively looking to hire now. You pay per lead (not per click), making it a more direct path to a booked job.
Use PPC When:
- You want full control over your targeting and messaging
PPC campaigns give you more flexibility with ad copy, landing pages, keywords, and targeting options. Whether you’re promoting seasonal services or focusing on high-margin jobs, PPC lets you fine-tune your strategy.
- You’re running promos or retargeting past visitors
With PPC, you can create urgency through limited-time offers or stay top-of-mind through remarketing. And here’s a stat to remember: PPC traffic converts 50% better than organic traffic.
Want to understand this better? Watch this breakdown of a winning ad strategy and other contractor marketing tips:
Use Both Together When:
- You want maximum visibility on Google
LSAs take the top slot, PPC follows, and your website’s organic ranking fills out the rest. Running both ensures you’re showing up in multiple spots, pushing competitors further down the page.
- You want to dominate results for core service keywords
If someone searches “AC repair near me” or “roofing contractor in [your city],” having both an LSA and a PPC ad increases your chances of being the first click.
- You’re serious about scaling lead flow consistently
Using LSAs for fast lead capture and PPC for long-term brand growth and retargeting gives you both speed and scale.
Why Running Both = Better Visibility & Better ROI
When it comes to marketing your home service business, showing up multiple times in Google’s search results can dramatically boost your results. Running both LSAs and PPC together gives your brand more visibility and more chances to convert.
More visibility means higher click-through rates
Appearing in both LSAs and PPC ads puts your business in front of potential customers more than once, increasing your chances of getting clicks. This top-of-page dominance improves performance across the board 📈.
People trust what they see more than once
The more frequently someone sees your name, the more they trust it. When your business shows up at the top in LSAs and again in PPC results, it sends a signal of credibility and consistency.
Not everyone clicks LSAs — PPC catches the rest
Some users head straight to PPC ads looking for more detailed info, while others prefer the simplicity and trust signals of LSAs. By running both, you’re able to reach both types of searchers, whether they’re browsing or ready to book.
LSAs and PPC work better together
One of the most effective strategies is combining branded PPC campaigns with LSAs. When someone sees your LSA, searches your company name, and then sees your branded PPC ad, it boosts trust and follow-through. In fact, as explained in our comparison of Local Service Ads vs. Google Ads, this pairing often results in more calls and better lead quality.
Common Mistakes to Avoid
- Only using one ad type: Limiting yourself to just LSAs or PPC reduces your visibility and reach.
- Not tracking separately: You need to measure results for LSAs and PPC individually to optimize each.
- Skipping negative keywords or lead disputes: Wasted spend adds up fast if you’re not filtering out bad traffic.
- Recycling the same messaging: Tailor your copy for each format, LSAs are about trust, PPC is about detail and action.
Ready to Get More Leads? Here’s Your Next Step
If you’re serious about growing your home service business, LSAs and PPC don’t have to be either-or.
Start simple.
If your biggest hurdle is building trust, kick things off with Local Services Ads to get that Google Guarantee badge and land high-intent leads. Once that’s running, add PPC to dial in your targeting, promote seasonal offers, and show up in even more places.
Together, they create a system that captures more clicks, more calls, and more jobs, all while keeping your brand consistent across the board.
👷 Want a team to help you run both without wasting your budget?
Hook Agency’s paid ad experts specialize in Google Ads and Local Service Ads for contractors. Let’s build a strategy that pulls its weight and brings in the leads you actually want.
