September 23, 2025

GLSA vs. Traditional PPC: Which is Right for Your Business?

Struggling to decide where to spend your ad dollars—Google Local Services Ads (GLSA) or traditional Pay-Per-Click (PPC)? If you're a home service business owner, knowing which platform delivers more qualified leads can mean the difference between missed calls and booked jobs.

At CI Web Group, we’ve helped thousands of HVAC, plumbing, and electrical businesses nationwide optimize their ad spend using both GLSA and PPC—often in tandem for maximum impact. Below, we’ll break down the core differences, benefits, and use cases so you can choose the best advertising strategy for your goals.

What Are GLSA and PPC?

Google Local Services Ads (GLSA) are designed to connect local businesses with nearby customers who are actively searching for specific services. These ads appear at the very top of Google search results—above standard PPC ads—and include a trust-boosting Google Guarantee badge.

Pay-Per-Click (PPC) advertising, on the other hand, allows businesses to bid on keywords. Ads appear on search engine results pages and across Google’s ad network. You pay each time someone clicks on your ad, whether or not they become a lead.

Key Differences Between GLSA and PPC

Feature	Google Local Services Ads (GLSA)	Pay-Per-Click (PPC)
Billing Model	Pay-per-lead	Pay-per-click
Ad Placement	Above PPC ads, top of page	Top and sides of results
Targeting	Local intent only	Broader keyword and demographic targeting
Trust Factor	Includes Google Guarantee badge	No native trust badge
Ad Formats	Text-based listings	Text, display, video, shopping

Benefits of Google Local Services Ads (GLSA)

GLSA offers multiple advantages for local service providers:

Top-of-Page Visibility: Your business is showcased at the very top of Google search results.
Pay-Per-Lead Pricing: You only pay when someone calls, messages, or books directly through the ad.
Higher Intent Traffic: Users are actively searching for a local service provider right now.
Google Guarantee: Builds instant credibility and trust with potential customers.
Easy Lead Management: Use the GLSA dashboard to track leads, respond to inquiries, and manage appointments.

Advantages of Traditional PPC Advertising

PPC is a powerful tool when you want flexibility, broader reach, and faster results:

Precise Targeting: Reach users based on keywords, location, device, demographics, and more.
Ad Format Variety: Choose from search, display, shopping, or video ads.
Quick Launch: Once approved, your ads can be live within hours.
Scalable Budgets: Easily adjust spend based on performance and goals.
Great for Non-Local Campaigns: Reach users beyond your service area to promote online scheduling or product sales.

Which Strategy is Best for Your Business?

The right advertising strategy depends on your goals, location, and service offerings:

Choose GLSA if: You rely on local leads, prefer a pay-per-lead model, and want to build trust quickly.
Choose PPC if: You need more control over targeting, want to promote multiple services/products, or are running a time-sensitive campaign.

Many successful home service businesses use both GLSA and PPC together. This dual-strategy approach maximizes visibility, targets customers at multiple stages of the buying cycle, and improves lead volume.

Final Thoughts

GLSA and PPC each offer unique benefits for growing your home service business. Whether you’re focused on dominating local search results or reaching a broader audience, the key is aligning your strategy with your goals.

Need help deciding? CI Web Group’s advertising experts are here to guide you. We’ll analyze your market, assess your budget, and build a custom digital strategy that drives real results.

Let’s grow your business. Schedule your free strategy session today.

‍

Content overview 1

Join the newsletter

Tips, trends, and tools to grow your home service business - straight to your inbox.

Thank you! Your submission has been received!

Oops! Something went wrong while submitting the form.

want to run a free website assessment?

Get your free SEO & AI Visibility Assessment. We’ll analyze how your website performs across Google and AI search engines — uncovering SEO gaps, speed issues, and LLM visibility opportunities that impact traffic and conversions.

Launch the most advanced AI-powered technology in the home services industry. Faster load times, higher rankings, greater visibility, and more conversions.

SPEAK TO AN EXPERT

TESTIMONIALS

What do our customers have to say about their experience with CI Web Group?

THE REAL STORY,
straight FROM OUR CUSTOMERS

I love this company! I have learned so much in a short amount of time. If your not working with them you definitely need to be.

Stacy

MAC Warehouse Air Conditioning & Heating

CI Web Group has been amazing to work with! Our company did a complete overhaul of our website and it turned out amazing. We have seen a substantial increase in calls and web traffic leading to a lot of new work since launching the new site. The whole team has been great to work with especially Vee & Addison. Can't recommend them enough if your looking to take your HVAC & Plumbing company's digital marketing to the next level!

Ben Warner

Warner Services

As someone who's worked with a lot of vendors, I can confidently say CI Web Group stands out in every way. From the moment we started working together on rebuilding the HRI Plumbing website, I was blown away by their professionalism, creativity, and the sheer amount of value they bring to the table. This experience has been nothing short of awesome. The attention to detail, responsiveness, and strategic thinking they’ve shown throughout the process continue to impress me. I'm genuinely excited about what we’ve accomplished so far and what’s still ahead. Thank you to the entire CI Web Group team—you’ve made a huge impact, and I truly appreciate everything you do.

Chris Williams

HRI Plumbing

I've been with CI Web Group for countless years and I can honestly say that they have always had me and my company's best interest first and always. I feel fully heard, and fully taken care of by all their staff. And it doesn't hurt that my business has increased substantially with their expertise.

Jen Coen

LJ Refrigeration

I had the pleasure of working with the CI Web Group team on an HVAC industry conference. The team helped with marketing including email, landing page development and website development. The team members are responsive and dedicated to ensuring that their clients are satisfied with the outcome. They were quick to make any changes I suggested and forthcoming with thoughts and ideas which was very helpful. I would highly recommend them!

Brittany Doering

TACCA

CI Web Group has been such a joy to work with. They have been so thorough and proactive with all the onboarding and project management. For the first time since managing my company's marketing department, I have confidence that everything is being handled in a timely manner without having to micromanage them! I highly recommend CI Web Group!

Hannah Messer

Springdale Heating & Air

We have used CI Web Group for years for our website design, SEO and SEM services for our HVAC company. Our results and reporting have been stellar. We have worked with a few other online marketing companies and none of them have been as on top of web edits for us. They do a fantastic job communicating updates and new products, offer monthly reporting to ensure they are tracking results, and every single team member is easy to reach and are great communicators. Hoda has been especially wonderful lately as our lead point of contact for a complete website relaunch. A+ service and performance.

Midwest Comfort

Such a professional marketing company with team members that understand the in and outs of marketing and service. Vee is an all-star, Beca helped me create an awesome website. Can not say enough about how great CI Web Group is. I have had 3 marketing companies in the last 10-years and no one has processes like CI Web Group. Such a blessing working with Vee and Beca!!

Ryan Black

Integrity Refrigeration & AC

Great company. They stay on top of the latest industry information to make sure my business stays relevant on Google. Vee and Andrew and the rest of the team always is super attentive to me and is there when I need them. Thank you very much for what you do!

Shane Viggiani

Ampere Electric

Absolutely fantastic group of people!! Everyone we have worked with has been 100% top tier! Very friendly and extremely helpful, regardless of whether you are an SEO novice or Pro. They always make sure you have exactly what you need!

Zack Grossenburg

Mr. Breeze Heating & Cooling

CI Web Group always provides excellent service. We would recommend them to anyone. Thank you for taking such good care of Sinclair Air.

Sinclair Air

CI web group was a game changer for Econo West Air we have been amazed on how professional they are. ... Not to mention my inquiries on my web page are off the charts.

Dave Kerr

Econo West Air

CI has built the engine that can- it it just keeps getting better and further ahead.

Stephanie Allen

Air Works Solutions

TemperaturePro San Antonio began working with CI web Group in early 2023 to transition over website services. The process was painless & smooth. The entire team, from onboarding, development, content and support, have all been amazing to work with. Each division is incredibly responsive and keeps me in the loop on all processes. I would highly recommend CI Web Group.

Courtney Meier

TemperaturePro

I’VE BEEN WITH CI WEB FOR YEARS, THE NEW AI ENABLED WEB PLATFORM GETS BETTER RANKINGS

Reviewer name

CI Web Group is hands-down the BEST marketing company we have ever worked with. From day one, they made us feel like family—not just another client. They don’t just provide amazing marketing services; they truly care. Whenever we’re thriving, they cheer us on, and whenever we’re struggling, they recognize it and jump in immediately to help. Their team has built us the best website we’ve ever had, delivered top-notch SEO that actually works, and given us expert advice on all things Google—from Local Service Ads to PPC. Every single thing they do is A+ quality. If you’re looking for a marketing company that delivers results AND genuinely has your back, CI Web Group is the only choice. We can’t recommend them enough!

Amanda Fairbrother

Cherry Blossom Plumbing