Both Google Local Services Ads (LSAs) and standard Google Search Ads can generate client enquiries for accounting firms, but they work differently, cost differently, and suit different situations. Understanding which product fits your current stage and goals — and whether to run them alongside each other — determines how effectively you use your advertising budget.
What they are and how they work
Standard Google Search Ads appear on the search results page when someone searches for a relevant keyword. You set keywords, write ads, set bids, and pay per click (regardless of whether the click leads to an enquiry). Clicks go to your landing page. Conversions (form submissions, phone calls) are tracked separately.
Google Local Services Ads appear above standard Google Ads for local professional services searches. You are verified by Google ("Google Screened"), your profile shows your star rating and review count, and potential clients can call or message you directly from the ad. You pay per lead (direct contact), not per click.
The core comparison
| Feature | Standard Google Ads | Local Services Ads |
|---|---|---|
| Position on page | Mid-top (labelled "Sponsored") | Very top (above standard ads) |
| Cost model | Pay per click | Pay per lead |
| Targeting | Keyword-based | Service type and location |
| Ad format | Text headlines + descriptions | Profile card with name, rating, badge |
| Verification required | No | Yes — Google Screened check |
| Landing page required | Yes | No — client contacts you directly |
| Tracking | Full Google Ads + GA4 tracking | Limited — lead count and call data |
| Control | High — keywords, bids, copy | Low — Google controls display |
Cost comparison
Standard Search Ads: cost per click for accounting keywords typically ranges from £2 to £8. At a five percent landing page conversion rate, cost per enquiry is roughly £40 to £160.
LSAs: cost per lead varies and changes over time — check current pricing in the LSA portal. The pay-per-lead model eliminates click waste from non-converting visitors. Cost per lead from LSAs may be lower than cost per enquiry from Search Ads for some practices.
The comparison depends on your landing page conversion rate. If your Search Ads landing page converts at eight percent or above, Search Ads may produce a similar or better cost per enquiry to LSAs. If your landing page converts at two to three percent (below average), LSAs' pay-per-lead pricing may be more efficient.
Which is easier to manage
Standard Google Ads require ongoing management: keyword review, negative keyword additions, bid adjustments, ad copy testing, landing page optimisation. This is a substantial time commitment, especially in the first three to six months.
LSAs are lower-maintenance: you set a budget, verify your profile, collect reviews, and respond to leads. Google controls keyword matching and bidding. The tradeoff is less control over which searches trigger your ads.
For a sole practitioner who cannot dedicate time to active campaign management, LSAs are a lower-friction starting point. For a practice with someone dedicated to digital marketing or using an agency, standard Search Ads offer better control and optimisation potential.
Which performs better for accounting firms
This varies by location, competition, and firm profile, but general patterns apply:
LSAs tend to perform better when:
- You have 10+ Google reviews with a rating above 4.0.
- The accounting keywords in your local market are very competitive (high CPCs).
- You want premium positioning without managing keyword bids.
- You want pay-per-lead rather than pay-per-click pricing.
Standard Search Ads tend to perform better when:
- You want to target specific service types or niches precisely (e.g. IR35 contractors specifically).
- You need control over messaging (custom ad copy, specific differentiators).
- You have an optimised landing page that converts well.
- You want detailed performance data (keyword-level, device-level, time-of-day breakdowns).
The recommended approach: run both
For firms with budget for both, running Search Ads and LSAs simultaneously provides complementary coverage:
- LSAs occupy the top position with the Google Screened badge and review count.
- Search Ads occupy the sponsored positions below with keyword-targeted custom copy.
- A potential client searching for an accountant sees your firm twice on the results page — building credibility through repetition.
The combined presence signals an established, active practice rather than a new entrant. Total spend increases but so does total coverage, and the cost per new client typically remains positive when both channels are tracked.
The right starting point by firm stage
Year one, limited budget: start with LSAs if you have 5+ existing Google reviews and can complete the verification process. Lower management overhead, premium placement. Add standard Search Ads once LSAs are running and you want more control.
Year one, willing to invest in management: start with standard Search Ads for keyword control and optimisation potential. Add LSAs once the main Search campaigns are established.
Year two onwards, both running: review performance data from both, allocate budget proportionally to whichever is delivering the best cost per lead, and optimise each independently.
Key takeaways
- Standard Search Ads offer keyword control, custom messaging, and detailed tracking; LSAs offer premium placement, pay-per-lead pricing, and lower management overhead.
- The cost model difference (per click vs per lead) means LSAs eliminate click waste from non-converting visitors, which can make them more cost-efficient for firms with lower-converting landing pages.
- Firms with strong Google review profiles (10+ reviews, 4.0+ rating) see better LSA performance than those starting with no reviews.
- Running both products simultaneously provides overlapping search results presence, which tends to improve overall enquiry volume.
- Start with LSAs if management time is limited; start with Search Ads if keyword targeting precision is a priority.
Frequently asked questions
Can a competitor's Google Ads appear above our LSAs?
No. LSAs appear in a separate block at the very top, above standard Google Ads. However, another firm's LSAs can appear alongside yours — Google shows multiple LSA profiles simultaneously. Your position within the LSA block is determined by your review count, rating, responsiveness, and bid.
Do LSAs replace the need for a website?
No. While LSA leads come directly through the ad without visiting your website, a website remains important for credibility, organic search visibility, and non-advertising discovery. Potential clients who see your LSA may visit your website before contacting you.
How do we dispute an LSA lead that is not relevant?
In the LSA portal, go to Lead Management, find the lead in question, and select "Dispute this charge". Provide a reason. Google reviews disputes and issues a credit for leads that meet their dispute criteria (wrong service, irrelevant calls, existing clients, missed calls).
Is there a minimum review count required to start LSAs?
No minimum, but performance drops significantly without reviews. Consider a soft launch target: collect at least five Google reviews before activating LSAs, and aim for ten within the first two months.
Does running both LSAs and standard Search Ads increase our average cost per lead?
Not necessarily. Costs are separate and independent. Standard Search Ads produce click-level costs; LSAs produce lead-level costs. Running both increases total spend but also increases total leads — the combined cost per lead may be better, equal, or slightly worse than either channel alone, depending on performance. Track both separately and evaluate based on their individual cost per lead.