If you’ve been spending money on SEO or pay-per-click and still struggling to stay ahead of competitors, this might explain why.

There’s a new top dog in Google’s search results—and it’s not organic listings.

It’s not the local 3-pack.

It’s not even traditional Google Ads.

It sits above all of them—literally.

It’s called Google Local Services Ads (LSAs), and it occupies what many marketers now refer to as “Spot Zero.”

That coveted top position that appears before anything else in a local search.

And here’s what makes it even more interesting:

In many industries, LSAs can generate qualified leads for significantly less than traditional pay-per-click campaigns—often without sacrificing quality.

Let’s break down why LSAs are becoming some of the most valuable ad real estate on Google—and how local service businesses can start leveraging them strategically.

What Are Google Local Services Ads (LSAs)?

Google LSAs are a specialized ad format built for local service-based businesses.

That includes industries like:

• Home services (HVAC, plumbing, roofing, electrical)

• Legal services

• Accounting and tax professionals

• Real estate agents and property managers

• Health and wellness providers

• Cleaning, pet services, locksmiths, and more

Unlike traditional Google Ads (where you pay per click), LSAs operate on a pay-per-lead model.

You’re charged when someone:

• Calls you

• Sends a message

• Books directly through the ad

Not just when they click.

Even better, approved businesses receive a Google Guaranteed or Google Screened badge, depending on the industry. That added trust factor often increases conversion rates before the conversation even begins.

You’re showing up first—and showing up verified.

That’s a powerful combination.

Spot Zero: Why Visibility Has Shifted

When someone searches for a local service—
“divorce attorney near me”
“AC repair”
“tax accountant in Dallas”
“real estate agent in Phoenix”

Google frequently displays LSAs above:

• Traditional Google Ads

• The Google Maps 3-pack

• All organic search results

That’s Spot Zero—the highest point of visibility in a local search.

On both desktop and mobile.

Most business owners don’t even realize this placement exists. Yet it’s quietly pulling attention—and leads—away from businesses competing further down the page.

And in local search, position matters.

Why LSAs Can Be More Cost Efficient

There’s a common assumption in digital marketing:

Higher placement = higher cost.

With LSAs, that’s not always true.

Traditional Google Ads:

• You pay per click

• You absorb cost even if they bounce

• You manage keywords, bidding, and landing pages

LSAs:

• You pay per lead

• You can dispute unqualified leads

• You don’t need complex funnels to convert

Because LSAs charge only when someone makes contact, cost per acquired lead is often competitive—and in many industries, lower than standard PPC campaigns.

And since your reviews, service areas, business hours, and verification badge are displayed upfront, buyers are often further along in the decision process when they reach out.

Less browsing.
More intent.

The Trust Psychology Behind LSAs

One of the most overlooked advantages of LSAs isn’t just placement.

It’s perception.

Traditional search ads feel like advertisements.

LSAs look more like vetted recommendations.

They display:

• Your business name

• Reviews

• A profile photo or logo

• Service areas

• The Google verification badge

To the average consumer, it feels less like a paid ad—and more like Google endorsing a trusted local provider.

That matters in high-trust industries like:

• Legal

• Financial

• Healthcare

• Home services

• Real estate

When trust drives buying decisions, placement and credibility compound.

Who Qualifies for LSAs?

LSAs aren’t available to every type of business, but Google continues expanding eligibility.

Generally, businesses that:

• Serve a defined local area

• Provide professional or trade-based services

• Meet licensing and insurance requirements

…are strong candidates.

Google evaluates industries individually and may require background checks, licensing verification, and proof of insurance before approval.

If your business depends on local clients making service-based decisions, it’s worth checking eligibility.

How to Get Started

Unlike traditional ad campaigns, LSAs require an approval process.

Typically, you’ll need:

• A verified Google Business Profile

• Proper licensing and insurance

• Background checks (where required)

• A clean compliance history

Once approved, you define:

• Service areas

• Business hours

• Job types

• Budget

From there, Google begins placing your listing at the top of relevant searches.

Maximizing Results Once Live

Like any system, LSAs reward engagement.

To stay competitive:

• Respond to leads quickly (response time impacts ranking)

• Consistently collect Google reviews

• Keep your profile information current

• Monitor and dispute invalid leads when necessary

This isn’t a “set it and forget it” channel.

It’s a placement advantage that rewards professionalism and responsiveness.

Final Thoughts

For years, local businesses have competed in:

• SEO rankings

• The 3-pack

• Expensive pay-per-click bidding wars

But Google’s layout—and buyer behavior—have evolved.

Local Services Ads now occupy the most visible real estate in many local searches.

And for qualifying industries, they often provide:

• Higher visibility

• Stronger trust positioning

• Competitive cost per lead

• Cleaner buyer intent

If your business relies on local service demand, LSAs aren’t just another ad format.

They’re strategic positioning at the top of the page.

And in local search, the top of the page is where the most profitable conversations begin.