Google’s Local service Ads (LSAs) are much newer and also much different from their counterparts – the pay-per-click (PPC) ads. Where PPC ads are customizable ads where businesses are paying Google each time one of their ads get clicked, Local Service ads (LSAs) are ads that get auto-generated by Google and published whenever it thinks a particular user has a very high potential of becoming a lead. Not only that, the business gets charged only when that user becomes a genuine lead by performing a specific action on the ad. Hence the term ‘pay-per-lead’ instead of ‘pay-per-click’. And since Google would like to retain the fee they charged the business for bringing them a lead, their intention, implicitly, will always be to show ads of a particular business to those users who they think have the highest potential of becoming a customer of that business. When rightly used this can be a win-win situation for both Google and the business as Google is doing most of the work spotting the right candidates to display the ad to, using all their data, and the businesses are only paying if/when a visitor of the ad actually turns into a lead. However there are certain things that the business needs to go through in terms of their Google business profile in order to qualify for LSA ads and we will hand-hold you through the process. One of them is getting the business profile verified by Google as it is a requirement from Google in order to qualify for LSA. (Getting verified also adds to the authenticity of the business). Other one is keeping the business profile updated with accurate information and attractive content as they are the ones that get used by Google when generating these ads. Accumulating good reviews and responding to leads in a timely manner is also very important as in the case of LSAs, Google only backs those businesses that are evidently providing satisfactory service to the customers. Which is also the whole point of Google coming up with something like the LSAs – to pre-screen businesses and give them different kinds of badges of approval, which in turn increases the customer confidence and propels them to engage with that business. Once the aforementioned things are successfully taken care of and LSAs are enabled, your ads will start to get displayed with a verified button on the top of search pages. Google also has a specific set of businesses/service providers that it allows to use LSA services and the price they charge for leads varies depending upon the nature of the business and the area the business is operating in. LSAs are best used to gain customers within a local radius.