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Glossary / Paid Media

Local Services Ads (LSA).

Google’s pay-per-lead ads for local service providers, shown at the top of results.

What it means

Google’s pay-per-lead ads for local service providers, shown at the top of results. LSA requires verification for many categories and ranks heavily on reviews and responsiveness.

Related terms

Google Ads Cost per lead (CPL)Speed to lead

More in Paid Media

Ad frequency Click-through rate (CTR)Connected TV (CTV)Cost per acquisition (CPA)Cost per click (CPC)Cost per thousand impressions (CPM)Impressions LinkedIn Ads

Read more.

Articles that put Local Services Ads to work.

Cover illustration for the article “How Much Should an HVAC Company Spend on Marketing in 2026? (With the $153 CPL Benchmark)”

Home Services · 6 min read · Nick Irmo

How Much Should an HVAC Company Spend on Marketing in 2026? (With the $153 CPL Benchmark)

HVAC marketing budget math for 2026: 8–12% of revenue, the $153 cost-per-lead benchmark, and how to split spend between LSA, Google Ads and your site.

Cover illustration for the article “Choose Your Poison, I Mean, Err… Channel: Not Every Marketing Channel Is Meant for Every Business”

Strategy · 5 min read · Nick Irmo

Choose Your Poison, I Mean, Err… Channel: Not Every Marketing Channel Is Meant for Every Business

You don't need a billboard if you sell a local service 100 miles away, or Pinterest if you sell ethernet cables. Here's how to pick the few channels that fit your business, and quit the rest without guilt.

Cover illustration for the article “Google AI Overviews and Zero-Click Search: What Small Businesses Should Do Now”

AI Search · 4 min read · Nick Irmo

Google AI Overviews and Zero-Click Search: What Small Businesses Should Do Now

AI Overviews answer the question before anyone clicks. Here is how zero-click search changes what a small business should publish, measure and pay for.

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