If you run a trade business in the UK, you have probably been pitched both Google Ads and Google Local Service Ads (LSAs). They sound similar but work very differently — and for most trades, one is far more cost-effective. Here is the honest comparison.

The key difference: pay per click vs pay per lead

Google Ads (PPC) charge you every time someone clicks your ad, whether they contact you or not. Google Local Service Ads charge you only when a customer actually calls or messages you. For service businesses, paying per lead is usually far easier to make profitable.

Where they appear on Google

Local Service Ads sit right at the very top of Google — above the regular paid ads and above the map pack. Standard Google Ads appear below them. So LSAs occupy the most visible, highest-intent position on the page.

Trust: the Google Guaranteed badge

LSAs come with a green Google Guaranteed badge, awarded after Google verifies your background, licence and insurance. For a homeowner choosing who to let into their home, that badge is a real advantage. Standard Google Ads have no equivalent trust signal. (See our guide on how to get the Google Guaranteed badge.)

Control and targeting

Google Ads give you granular control over keywords, audiences and landing pages, which is powerful for complex or national campaigns. LSAs are simpler: you set your services, area and budget, and Google matches you to nearby searches. For most local trades, that simplicity is a feature, not a limitation.

So which should UK trades use?

For most trades — plumbers, electricians, roofers, heating engineers — Local Service Ads are the better starting point: top placement, pay-per-lead pricing and built-in trust. Google Ads work well as a complement once you want to scale or target specific high-value services. Many businesses run both.

The bottom line

If you want predictable, qualified local leads with the lowest risk, start with Local Service Ads. If you need scale and granular control, add Google Ads. We manage both, with LSA management on a flat £499/month (never a percentage of your spend).

See our Local Service Ads management service, or browse LSA pages for plumbers, electricians and roofers. Book a free strategy call to see which is right for you.