Google Local Services Ads (LSA)
Google Local Services Ads (LSA) are pay-per-lead advertisements shown at the top of Google search results for local service businesses. The advertiser is charged for each qualifying call or message rather than for each click.
Also called: LSA, Local Services Ads, Google Guaranteed
LSA is a separate program from ordinary Google Ads. Advertisers in eligible trades, plumbers, electricians, lawyers, cleaners, real estate agents and many others, pass a background and license check, after which their listing can carry a "Google Guaranteed" or "Google Screened" badge. The ads appear above the paid search results and the map pack, and they show the business’s rating, hours and a call button.
Because billing is per lead, the phone matters more than on click-based advertising. A call that connects and is not answered is still a lead Google may charge for, and advertisers can dispute leads only within Google’s rules. Google also records and uses call answering and responsiveness as inputs to how often an ad is shown.
For that reason the program is often discussed alongside call answering: the economics of LSA depend on every billed call being picked up and turned into an appointment or a quote.