Local Services Ads (LSAs) are Google's pay-per-lead ads that appear at the very top of search results with the Google Guaranteed badge. Unlike standard ads, you pay per lead instead of per click — which, combined with the trust badge, makes them one of the highest-converting paid channels for roofers.
Pay Per Lead, Not Per Click
With LSAs you're charged only when a potential customer contacts you, not for every click. That aligns cost directly with results and protects your budget from window-shoppers.
The Google Guaranteed Badge
To run LSAs you pass verification — license, insurance, and background checks — and earn the green Google Guaranteed badge. That badge builds instant trust and lifts conversion at the top of the page.
Disputing Bad Leads
Out-of-area, wrong-service, or spam leads can be disputed for credit, so you don't pay for leads you can't use. Active dispute management keeps your real cost-per-lead low.
Frequently Asked Questions
How are LSAs different from Google Ads?
LSAs charge per lead and sit above standard Google Ads with the Guaranteed badge; regular Search Ads charge per click. Many roofers run both.
Are Local Services Ads worth it for roofers?
For most roofers, yes — the pay-per-lead model and trust badge make them highly cost-effective when managed well, including disputing bad leads.