If you run a small business, you’ve probably heard two things over and over again:
You need to focus on Local SEO
You should try Google’s Local Service Ads (LSAs)
As a freelance digital marketing consultant, I work with local business owners and agency partners who are trying to figure out how to bring in more leads without wasting time or money. And this question comes up a lot: Should I focus on SEO or start running LSAs?
Here’s how I break it down—and how I help clients make smart decisions based on what actually works in the real world.
What Are Local SEO and Google Local Service Ads?
Local SEO is all about optimizing your presence across Google Search, Maps, and your own website. Done right, it helps you show up naturally when someone nearby searches for your service.
Google Local Service Ads (LSAs) are paid ads that show up above everything else in the search results. They’re designed specifically for local, service-based businesses—plumbers, roofers, cleaners, attorneys, and so on. You pay per lead, not per click, and the “Google Guarantee” badge adds extra trust.
Here’s a quick side-by-side:
Local SEO vs. Google Local Service Ads: The Core Differences
| Feature | Local SEO | Google Local Service Ads |
|---|---|---|
| Visibility | Google Maps, local pack, organic results | Top of search results, above paid & organic listings |
| Cost | Ongoing investment of time/expertise or agency fees | Pay-per-lead model (fee for every call/message) |
| Trust Signals | Google reviews, complete GBP profile, local citations | Google Guarantee badge, background checks |
| Setup Speed | Several weeks to months for full impact | Can be ready in days if approved |
| Longevity | Compounds over time—organic exposure grows | Only active while you pay—switch off, leads stop |
Why I Recommend Local SEO First (When You Can)
Local SEO takes longer—but it builds something you own. When I help clients optimize their Google Business Profile, improve on-site content, and start earning reviews, it’s not just about getting ranked—it’s about building real, lasting visibility.
What makes Local SEO worth the time?
You don’t pay for every lead. Once you’re ranking, those calls are free.
It compounds. Every review, blog post, and update improves your odds of being found.
It builds trust. A strong local presence feels more credible to customers than a single ad.
You show up in more places. Not just search results, but Maps, voice assistants, and third-party directories.
The tradeoff?
It’s not instant. SEO results usually start to show after a few months—not a few days. But if you can invest a little patience (and some strategic guidance), it pays off in a big way.
When Google LSAs Make Sense (And Why I Set Them Up for Clients)
If you’re in a qualifying industry and need leads fast, LSAs can be a game changer. I’ve helped clients get verified, launch ads, and start receiving phone calls in under a week.
Why LSAs work:
You show up first. Top-of-page placement, even above traditional paid ads.
You pay only for real leads. Calls and messages about the exact service you offer.
You look legit. That Google Guarantee badge builds immediate credibility.
You control your spend. Set a weekly budget and adjust as needed.
Fast feedback. You’ll know right away whether it’s working.
What to watch out for:
Only available for certain industries. Mostly trades, legal, health, and home services.
Lead quality can be hit-or-miss. You’ll still get price shoppers or out-of-area calls.
You’re renting visibility. Stop paying, stop getting leads.
For clients in competitive markets or launching new locations, I often recommend LSAs as a way to jumpstart lead flow while we build a solid SEO foundation in the background.
My Advice: Combine Both—But Be Strategic
You don’t need to choose between SEO or LSAs. In fact, many of my most successful clients use both:
Use LSAs for fast traction—especially during slow seasons or right after launch.
Invest in Local SEO for long-term growth—so you don’t have to pay for every single lead forever.
Once SEO starts bringing in steady traffic and calls, you can dial back your LSA spend or use it more tactically—like during promotions or slower periods.
How I Help Clients Decide What’s Right
I never recommend a one-size-fits-all approach. Here’s what I walk clients through before we make a move:
Cash flow: Can you invest for a few months, or do you need leads now?
Industry eligibility: Are LSAs even an option for your type of business?
Current visibility: Are you already showing up in local results—or buried on page 3?
Capacity: Can you handle a sudden increase in phone calls?
Brand presence: Do you have any reviews or local recognition, or are we starting from scratch?
Every business is different. The right strategy balances your short-term needs with your long-term goals.
Quick Tips to Get More Out of Each Strategy
For Local SEO:
Keep your Google Business Profile updated (hours, photos, services)
Ask for reviews and respond to them
Publish content that reflects your local expertise (case studies, FAQs, service area pages)
Make sure your site loads quickly and works great on mobile
For Google LSAs:
Complete your business profile fully and accurately
Respond to leads quickly—speed boosts your ranking
Track lead quality and dispute irrelevant ones if needed
Keep earning reviews to increase visibility and trust
Final Take
If you’re a small business owner trying to grow your local visibility, you don’t have to choose just one strategy. LSAs are great for getting the phone ringing now. Local SEO builds your reputation and ranking over time.
I help businesses blend both into one smart, cost-effective game plan—so you’re not just spending on clicks, but actually building something that works when the ads are off.
Need help figuring out the right balance? Let’s talk. I’ll help you find the sweet spot between fast leads and long-term local growth—without the agency bloat.
