Local Services Ads (LSAs)
Pay-per-lead ads that appear above standard Google Ads, with a verified Google badge.
Definition
Local Services Ads (LSAs) are a pay-per-lead ad format that appears at the very top of Google search results — above traditional paid ads and organic results. Unlike standard Google Ads where you pay per click, LSAs charge per lead (call or message). Healthcare practices that qualify can earn a 'Google Screened' or 'Google Guaranteed' badge, which significantly increases trust and conversion rates.
The Practitioner's Perspective
LSAs are available for specific healthcare and aesthetic service categories including plastic surgery, dermatology, and dentistry (availability varies by market). The verification process requires background checks, license verification, and insurance documentation — which takes 2–8 weeks to complete but results in a verified badge that patients trust more than standard ads. The Google Screened badge for healthcare professionals is a strong competitive differentiator.
Because LSAs charge per lead rather than per click, they can be very efficient for practices with high phone-answer rates. You're only charged when a potential patient actually calls or messages through the ad — not for impression or clicks where no contact occurred. If a call is irrelevant, you can dispute it within 30 days and request a credit. This model aligns incentives differently than CPC advertising.
The LSA ranking algorithm considers your responsiveness (how quickly you answer calls), review count and rating, proximity to the searcher, and bid amount. Practices that answer quickly, maintain 4.5+ star ratings, and bid competitively rank highest. For healthcare practices, maintaining a 24-hour answering protocol or an after-hours answering service significantly improves LSA ranking.
Frequently Asked Questions
Are Local Services Ads available for all healthcare practices?
LSAs are available for many healthcare categories including plastic surgeons, dermatologists, dentists, orthodontists, and some med spas. Availability depends on your specific service type and local market. Check Google's LSA website for current eligible categories.
Should LSAs replace my standard Google Ads?
No — use them as a complement. LSAs capture the absolute top of the SERP for eligible queries, while standard Search campaigns cover a broader range of keywords. Running both creates maximum search real estate coverage. Many practices see their best leads from LSAs at competitive CPLs.
How do I dispute a low-quality LSA lead?
In the LSA dashboard, navigate to the lead in question and click 'Report a problem'. Specify why it's invalid (wrong service area, wrong service type, not interested, not a real lead). Google reviews disputes manually and typically processes credits within 5 business days.
Related Terms
Put the theory into practice
VortiHQ manages Google Ads for healthcare and aesthetics practices on a performance-based model — you pay us when you close patients, not just when they click.