If you’ve ever searched for a home service business on Google, like a plumber, electrician, or septic company, you’ve likely seen a mix of results: Google Guaranteed listings, traditional search ads, business profiles on Google Maps, and organic results. But what exactly are all these different listings, and which one should your business focus on?
Let’s break it down.
Google Local Service Ads (LSAs): These appear at the very top of the search results and are often labeled “Google Guaranteed.” To show up here, you must apply and be approved by Google, which involves background checks, license verification, and insurance validation. These ads operate on a pay-per-lead model. This means you only pay when someone calls or messages you. It’s ideal for businesses that want visibility and credibility upfront. But approval can take time and effort.
Google Ads (Search Ads): These are the traditional “sponsored” results just below the LSAs. You pay per click, not per lead, and have full control over your ad copy, budget, and targeting. Google Ads are incredibly flexible and, when paired with a strong landing page, can deliver consistent leads. The downside? Google search ads are complex and successfully managing them requires advanced marketing skills to avoid wasting money.
Google Business Profile (GBP): This is your free business listing that appears in Google Maps and the “Local Pack.” It includes your reviews, photos, hours, and location. A well-optimized GBP with lots of 5-star reviews can attract plenty of calls without costing a dime. But you can’t pay to rank higher. It’s based on proximity, relevance, and reputation.
SEO (Search Engine Optimization): This refers to ranking your website in the unpaid, “organic” section of Google’s results. SEO is a long-term strategy. It takes time, content, and consistency, but once you start ranking, the leads are essentially free. It’s not fast, but it is powerful.
So, which is right for you?
Ideally, all of them. If your business appears in the LSAs, search ads, local pack, and organic results, you’re dominating the entire first page of Google. But if you’re starting small, focus first on your Google Business Profile. It’s free, quick to set up, and can start generating calls right away. Then add Google Ads for consistent lead flow, and work toward LSA approval. Over time, invest in SEO to build long-term authority.
When used together, these tools create a strong web presence that builds trust, generates leads, and positions your business as the clear choice in your market.
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