If you run a roofing company, driveway business, plumbing firm or any local trade service, you’ve probably asked:
Should I run Google Ads or Google Guarantee?
They both appear at the top of Google.
They both generate leads.
But they work in completely different ways.
In this guide, we’ll break down:
- What Google Ads (PPC) actually is
- What Google Guarantee (Local Services Ads) is
- How you pay for each
- Which one produces better quality leads
- And why the smartest businesses often run both
What Is Google Ads (PPC)?
Google Ads – also known as Pay Per Click (PPC) – is Google’s advertising platform where you bid to appear in search results.
When someone types:
“Resin driveway installer near me”
Your ad can appear at the top.
How Payment Works
You pay every time someone clicks your ad.
Not when they call.
Not when they convert.
When they click.
How the Process Works
- You choose keywords to target
- You set a daily or monthly budget
- Your ad appears when someone searches those keywords
- They click
- You pay
Then the customer lands on your website or landing page.
What Is Google Guarantee (Local Services Ads)?
Google Guarantee is part of Local Services Ads (LSAs).
These ads sit above traditional Google Ads and include the green “Google Guaranteed” badge.
They are designed specifically for local service businesses like:
- Roofers
- Electricians
- Plumbers
- Driveway installers
- Pest control
- Heating engineers
How Payment Works
You pay per lead, not per click.
A lead includes:
- Phone call
- Message enquiry
- Booking request
If someone just clicks and doesn’t contact you – you don’t pay.
76% of people who search for a local service visit a business within 24 hours.
When you appear at the top of Google, you are capturing high-intent buyers ready to act.
Side-by-Side Comparison
| Feature | Google Ads (PPC) | Google Guarantee (LSA) |
| Payment Model | Pay per click | Pay per lead |
| Position | Below LSAs | Very top of page |
| Website Required | Yes | No |
| Background Checks | No | Yes – mandatory |
| Keyword Control | Full control | Limited control |
| Scaling Potential | High | Moderate |
| Setup Complexity | Moderate | Moderate to high |
| Review Importance | Helpful | Critical |
The Big Difference – Control vs Trust
Google Ads = Control
You control:
- Keywords
- Locations
- Ad copy
- Landing pages
- Budget allocation
- Conversion tracking
You can scale aggressively if campaigns are profitable.
But you also carry risk:
- You pay for every click
- Poor landing pages waste budget
- Competitors can drive costs up
Google Guarantee = Trust
Google effectively says:
“This business has been verified.”
To qualify, you must:
- Pass background checks
- Provide proof of insurance
- Submit business documentation
- Maintain strong reviews
- Keep high response rates
It’s more restrictive – but it builds instant credibility.
With Google Guarantee, Google is publicly backing your business.
That green badge increases trust instantly.
Cost Comparison
Let’s look at typical numbers for a local trade business.
| Metric | Google Ads | Google Guarantee |
| Average Click Cost | £3 – £12+ | N/A |
| Average Lead Cost | £25 – £80+ | £20 – £45 |
| Budget Control | Full | Weekly cap |
| Lead Disputes | No | Yes (can dispute invalid leads) |
Important note:
Google Ads costs vary massively depending on:
- Competition
- Location
- Industry
- Quality score
- Website conversion rate
Google Guarantee lead costs are generally more predictable.
Lead Quality – Which Is Better?
This depends on your business and setup.
Google Ads Leads:
- Often more informed (they visited your website)
- Can be higher value if landing page is strong
- Good for upsells and premium positioning
Google Guarantee Leads:
- High urgency
- Often call immediately
- Price sensitive at times
- Competing against multiple nearby businesses
In many cases, LSAs generate faster leads, while PPC generates more controllable and scalable volume.
Who Should Use Google Ads?
Google Ads is ideal if you:
- Have a strong website
- Want to scale beyond just “near me” searches
- Offer premium services
- Want full campaign control
- Want to run retargeting ads later
For example:
A resin driveway company spending £2,000 – £3,000 per month can build a serious lead machine with structured campaigns.
Who Should Use Google Guarantee?
Google Guarantee is ideal if you:
- Want steady inbound enquiries
- Don’t have a strong website
- Have strong reviews already
- Respond quickly to calls
- Want lower management complexity
For smaller trades just starting with ads, it can be a powerful entry point.
The Real Power Move – Running Both
The strongest strategy for established trade businesses is combining both systems.
Here’s why:
- LSAs capture urgent “call now” buyers
- PPC captures broader keyword searches
- PPC allows you to test new services
- You dominate more of the search results page
When someone searches:
“Roof repair near me”
If you appear:
- In LSAs
- In PPC
- And organically
You look like the market leader.
Visual Example of Search Page Domination
Owning multiple placements builds:
- Authority
- Trust
- Click share
- Brand dominance
The Hidden Factor Most Businesses Miss
The ad platform is only part of the equation.
What really determines success:
- Speed of response
- Call handling quality
- Review count
- Review rating
- Sales process
- Follow-up system
You can generate 30 leads per month – but without a proper process, ROI suffers.
Final Verdict – Which One Should You Choose?
If you’re a growing local trade business:
Start with:
- Google Guarantee for steady inbound calls
Scale with:
- Google Ads for controllable growth
Dominate with:
- Both working together strategically
Want to discuss which would be the best option for your business? Click here to book a FREE 15-minute review call.