Google Local Service Ads vs. Google Ads: Which Works Better for Cleaning Companies?

By REESE PARSON

Director of Client Impact, Five Door Media

If you run a cleaning business, you’ve probably been told you “need to advertise on Google.” But then the next question comes fast: Should I use Google Ads or Google Local Service Ads (LSAs)? Both sound similar, but they work very differently, and choosing the wrong one could mean wasting hundreds (or thousands) of dollars a month.

What Are Google Local Service Ads?

Google Local Service Ads (LSAs) are the “Google Guaranteed” listings that appear above all other search results. They’re designed for service-based businesses like home cleaning, carpet cleaning, or maid services.

With LSAs, you pay per lead, not per click. You only get charged when someone actually calls, messages, or books through the ad.

To qualify, you’ll need:

• A verified Google Business Profile

• Proper licensing and insurance

• A background check (for “Google Guaranteed” verification)
  

Pros:
✅ You’re literally at the top of the page
✅ Leads tend to be high intent (“house cleaning near me”)
✅ Pay-per-lead, not per click
✅ Builds instant credibility with the “Google Guaranteed” badge

Cons:
❌ Limited control over targeting and keywords
❌ Coverage depends on Google’s service categories
❌ You can’t run LSAs everywhere (only in approved markets)

What Are Google Ads (Pay-Per-Click)?

Google Ads (sometimes called “Search Ads”) are the traditional text ads that appear under the LSAs and above organic results.

With Google Ads, you pay per click, whether that click turns into a lead or not. You can target specific keywords, create custom landing pages, and test ad copy in endless ways.

Pros:
✅ You control the message, keywords, and landing page
✅ Works in any location
✅ Great for retargeting and building awareness

Cons:
❌ You pay for clicks, not actual leads
❌ Requires ongoing optimization (or you’ll waste money fast)
❌ Can be expensive in competitive areas

Which One Works Better for Cleaning Companies?

The short answer: it depends on your goals and where your business is in its growth journey.

If you’re a new cleaning company just starting out, Google Local Service Ads are usually the best place to begin. They’re easier to set up, get you seen right away, and let you pay only when a potential customer actually contacts you. It’s a fast, low-barrier way to start building momentum.

If you’re a more established cleaning company with a marketing budget, the most effective strategy is to use both Local Service Ads and Google Ads together. The LSAs can bring you those ready-to-book leads, while traditional Google Ads help you dominate the search results and drive consistent long-term growth.

And if you’re running a multi-location or franchise cleaning business, Google Ads often make the most sense. You’ll have better control over targeting, tracking, and scaling campaigns across multiple service areas — something LSAs aren’t built to handle as effectively.

Quick Tip: Track Cost Per Booked Job, Not Just Leads

No matter which you choose, don’t stop at “cost per lead.” Track how many of those leads actually become paying clients. A $50 LSA lead that turns into a $300 recurring cleaning job beats a $10 click that never books.

Final Thoughts

If you’re a cleaning business owner trying to decide between Google Ads and Google Local Service Ads, start with LSAs for instant traction, but don’t ignore the long-term power of Google Ads for scaling.

Both tools work best when paired with clear tracking, strong reviews, and great follow-up.

The bottom line? The best ad platform is the one you can track, optimize, and afford to sustain.