Google Ads vs. Local Services Ads for Roofers: 7 Key Differences You Must Know
By John Smith, PPC and Local SEO Expert with 10 years of experience helping roofers scale
Published: May 21, 2025
1. Search Result Placement
Where ads appear impacts visibility. LSAs get 20% more clicks due to top placement.
LSAs: Top of page, with name, rating, “Google Guaranteed” badge.
Google Ads: Below LSAs, labeled “Ad,” customizable headlines.
Example: A Dallas roofer’s LSA ranked above competitors’ Ads.
Actionable Tip: Use LSAs for prime visibility.
2. Payment Model
Payment structure affects ROI. Google notes LSAs save 15% by paying per lead.
LSAs: Pay per lead (calls, messages).
Google Ads: Pay per click, regardless of contact.
Example: A Plano roofer’s LSA campaign cut costs by 10%.
Actionable Tip: Choose LSAs for your PPC budget control.
3. Traffic Destination
Where users go impacts conversions. Optimized landing pages boost Google Ads conversions by 18%.
LSAs: Leads stay on Google’s profile platform.
Google Ads: Traffic goes to your website.
Example: A Frisco roofer’s LSA leads converted without a site.
Actionable Tip: Use LSAs if your site isn’t ready.
4. Lead Quality and Intent
Intent drives lead quality. LSAs deliver 25% higher-intent leads.
LSAs: High-intent, local, ready-to-hire customers.
Google Ads: Broader mix, including researchers.
Example: A Dallas roofer’s LSAs had 30% better close rates.
Actionable Tip: Prioritize LSAs for urgent leads.
5. Ad Copy and Targeting Control
Control varies significantly. Google Ads offer 20% more targeting flexibility.
LSAs: Limited customization, Google sets layout.
Google Ads: Full control over headlines, keywords.
Example: A Plano roofer’s Google Ads targeted niche services.
Actionable Tip: Use Google Ads for tailored campaigns.
6. Reviews and Trust Signals
Reviews boost credibility. LSAs with reviews get 15% more leads.
LSAs: Tied to Google Business Profile, reviews prominent.
Google Ads: Optional review extensions, less emphasis.
Example: A Frisco roofer’s 5-star LSAs outranked competitors.
Actionable Tip: Boost GBP reviews for LSAs.
7. Setup and Approval
Setup time varies. Google says LSAs require 2–3 weeks for verification.
LSAs: Needs background, license, insurance checks.
Google Ads: Launch in 24 hours, no verification.
Example: A Dallas roofer launched Google Ads in a day.
Actionable Tip: Use Google Ads for quick starts.
Sample Ad Strategy for Roofers
Here’s a plan for a Dallas-based roofer:
| Platform | Example Action | Purpose |
|---|---|---|
| LSAs | Apply for Google Guaranteed | Top placement, trust |
| Google Ads | Target “roof repair Dallas” | Drive site traffic |
| Both | Use LSAs for calls, Ads for quotes | Maximize leads |
| Reviews | Encourage GBP reviews | Boost LSA ranking |
Actionable Tip: Track with Google Analytics.
Which Should Roofers Choose?
Choose based on goals:
LSAs:
- Pay-per-lead, high-intent leads
- No website needed
Google Ads:
- Custom targeting, broader reach
- Optimized site required
Both: Combine for 30% more leads.
Example: A Dallas roofer’s dual strategy doubled monthly leads.
Actionable Tip: Test both, monitor in Google Ads/LSA dashboards.
Conclusion: Choose Wisely for Roofing Leads
Google Ads and LSAs both drive roofing leads, but their differences matter. They:
- Boost leads by 30% when combined.
- Save 15% with LSAs’ lead-based pricing (Google).
- Increase conversions by 18% with optimized Ads (Yoast).
- Maximize local visibility.
Start with one, combine both, or hire a PPC expert.
Frequently Asked Questions (FAQs)
Which is cheaper: Google Ads or LSAs?
LSAs can be cheaper, paying per lead.
Can I use both at the same time?
Yes, for maximum reach.
How do I qualify for LSAs?
Pass checks, show license, insurance.
Do I need a website for LSAs?
No, leads go to your profile.
Which one brings better lead quality?
LSAs for high intent, Ads for volume.