Local Services Ads (LSAs)
Also known as: LSA, Google Guaranteed
Local Services Ads are Google's pay-per-lead ads for local service providers, shown at the very top of search with a Google Guaranteed badge.
What it actually means
Local Services Ads occupy the highest position on Google — above even regular paid ads — for searches like 'plumber near me.' The model differs from normal advertising in two ways: you pay per lead (a call or message) rather than per click, and eligibility requires passing Google's screening, which earns the trust-building 'Google Guaranteed' badge and its baked-in service guarantee. Rankings depend heavily on review count and rating, responsiveness, and proximity rather than bids alone. Disputed leads — wrong service, spam, out of area — can be credited back. For qualifying trades, LSAs are frequently the cheapest high-intent lead source available.
If you're a plumber, electrician, locksmith, or similar trade, LSAs put you at the absolute top of Google with a trust badge — and you pay only when someone actually contacts you.
Related terms
Google Business Profile is the free listing that controls how your business appears in Google Search and Maps — hours, photos, reviews, and posts.
The local pack is the block of three map-pinned business listings Google shows for searches with local intent, above the regular organic results.
Performance Max is a Google Ads campaign type that runs one campaign across Search, Maps, YouTube, Gmail, and Display using goal-based automation.
CPL is the average cost to generate one lead, calculated as total ad spend divided by the number of leads collected.
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