# Local Services Ads (LSA)

Local Services Ads are a pay-per-lead format that appears at the very top of local search results, above standard Google Ads, with a Google Guaranteed or Google Screened trust badge. You pay per qualified lead (a call or message), not per click, and must pass license and insurance verification to run them.

Canonical: https://myleadsfactory.com/glossary/local-services-ads

## In depth

- Ranking is driven by reviews, response rate and speed, proximity, budget, and verification status, not by bids or keywords. It rewards being a responsive, well-reviewed local business.
- Clearly invalid leads (wrong area, spam, wrong service) are detected and credited back automatically since Google moved lead review to an automated system; rating your leads in the dashboard still sharpens matching.
- Eligibility is by category and location: home services, legal, real estate, financial services, and healthcare are covered; product retail is not.
- Most local businesses run LSAs and standard Search together, LSAs for the top trust slot, Search for coverage and message control.

## Common misconception

LSAs are not just 'Google Ads at the top.' They're a different product, pay-per-lead, verification-gated, and ranked on reviews and responsiveness rather than bids.

Source: [Google Ads Help: About Local Services Ads](https://support.google.com/localservices/answer/6224841)

## Related terms

- https://myleadsfactory.com/glossary/google-guaranteed
- https://myleadsfactory.com/glossary/google-screened
- https://myleadsfactory.com/glossary/google-business-profile
- https://myleadsfactory.com/glossary/cpa