Paid Search Service
Local SEO builds long-term rankings. Google Ads and Local Service Ads put you at the top of search immediately — while organic authority builds in the background. Understanding how each works is the first step to using them correctly.
What Gets Managed
Every dollar of ad spend is tracked, optimized, and reported against actual leads — not clicks. Whether you're running standalone or as part of the Lead Engine.
Know the Difference
They appear in different positions, work differently, and serve different purposes. The strongest strategy runs both.
Above Everything
Google Guaranteed — the highest trust position on the page.
Typical ad spend: $500–$800/mo, paid directly to Google
Below Map Pack
Keyword-level control — full visibility into spend.
Typical ad spend: $1,500–$3,000/mo, paid directly to Google
Why Together
A competitor running only LSAs occupies the top slot. A competitor running only Search Ads occupies the middle. A business running both — alongside an optimized Map Pack — appears three times before a prospect reaches a single organic result. That's true in any market in the country.
Layer 1
Google Guaranteed. Pay per lead, highest trust signal on the page.
Included
Layer 2
Keyword-targeted ads. Full control over spend, copy, and targeting.
Included
Layer 3
Organic local listings driven by GBP optimization and local SEO.
Included
Layer 4
Website rankings built over time through content and authority.
Monitored via GSC
Who This Is Built For
If you need leads now — not in 90 days — paid search is the fastest path to call volume, wherever your business operates.
Investment
Run paid search on its own, or layer it into the full Lead Engine system for maximum dominance across all channels.
LSA Management
LSA account setup and initial configuration. Ad spend $500–$800/mo paid directly to Google.
Ongoing Management
Full Search Ads campaign management and monthly optimization. Ad spend $1,500–$3,000/mo paid directly to Google.
Full System
All four channels running together: Local Service Ads, Google Search Ads, Map Pack ranking, and organic SEO. Ad spend paid separately to Google.
FAQ
What is the difference between Google Ads and Local Service Ads?
Google Search Ads are text ads that appear at the top of results for specific keywords — you bid on phrases like "roofing company near me." Local Service Ads appear above Search Ads as Google Guaranteed listings tied directly to your Google Business Profile. LSAs charge per lead rather than per click and carry a trust badge that increases conversion. Summit Digital manages both.
How much should I budget for Google Ads?
Ad spend is paid directly to Google and varies by industry and market competition. For home services, Local Service Ads typically run $500–$800/mo and Google Search Ads typically run $1,500–$3,000/mo depending on service type and market. Roofing and HVAC are more competitive nationwide and typically require budgets toward the higher end. Summit Digital provides a market-specific budget recommendation during your free Search Gap Audit.
How quickly will I see results from Google Ads?
Unlike local SEO, Google Ads can drive calls within 24–48 hours of launch. The first 30 days include campaign optimization as Google's algorithm learns your best-performing keywords and audiences. Most clients see consistent, trackable lead volume by the end of week two.
Do I need both Google Ads and Local Service Ads?
Running both is the strongest paid search strategy. LSAs appear above standard Search Ads, carry a Google Guaranteed badge, and charge per lead. Search Ads give you more control over keywords and targeting. Together they dominate the top of the results page. Both are included in the Summit Lead Engine.
Does Summit Digital ever touch my ad spend?
Never. Ad spend is always paid directly from your account to Google. Summit Digital manages the campaigns — we never hold, transfer, or touch client ad budgets. The management fee and ad spend are always two separate line items.
Can I run Google Ads without an optimized Google Business Profile?
Technically yes, but performance will suffer. Local Service Ads are tied directly to your GBP — an unoptimized profile weakens your Quality Score and raises your cost per lead. Search Ads will still work without it, but you're missing the compounding benefit of having all four channels working together.
These Pair Well With Paid Search
A free Search Gap Audit shows you which keywords your competitors are bidding on in your market, what they're paying per click, and where your budget would perform best inside the full system.
Book Your Free Search Gap Audit
