If you’re in the roofing industry, getting noticed by local customers is critical. That’s where PPC (Pay-Per-Click) and LSA (Local Services Ads) come in. Both options drive leads but work differently. Let’s break them down.
If you’re short on time, here’s a side-by-side comparison of PPC and LSA to help you decide:
Feature | PPC (Pay-Per-Click) | LSA (Local Services Ads) |
Pricing Model | Charged per click, regardless of whether the click converts to a job. | Charged only when a lead contacts you directly through the ad. |
Target Audience | Broad targeting—can reach customers across cities, states, or nationwide. | Hyper-local targeting—focuses on customers in your immediate service area. |
Ad Format | Flexible formats: text, images, and videos. | Standardized format: business name, ratings, and contact details. |
Ad Placement | Appears in Google search results, on YouTube, and across the Google Display Network. | Always appears at the very top of Google search results. |
Lead Quality | Varies—some clicks may not convert to qualified leads. | High-quality leads—customers actively searching for local roofing services. |
Trust Factor | No specific requirements; available to all businesses. | Requires qualifications (Google Business Profile, license, insurance) and earns Google Guarantee. |
Best For | Businesses looking for broader reach and creative ad formats. | Local roofing companies focused on generating quality leads in their area. |
Pricing Model: How You Get Charged
PPC: You’re charged for every click on your ad, whether it leads to a roofing job or not. It’s simple but can feel costly if clicks don’t convert.
LSA: You only pay when a lead contacts you directly. Plus, if someone outside your service area or asking for a service you don’t offer contacts you, you can dispute the charge and potentially get a credit.
Why It Matters for Roofers?
LSAs minimize wasted spending, making them ideal for local roofing companies.
What’s the difference between Google Ads and LSAs?
Google Ads (PPC) and LSAs are both advertising tools, but their mechanics differ:
–Google Ads charge per click and offer broad targeting across various formats and platforms.
-LSAs are focused on local businesses, charging only for direct inquiries.

Targeting: Who Sees Your Ads
PPC: You can target people in multiple cities, states, or even nationwide. Great if you’re looking to expand your service area.
LSA: Focuses only on local customers searching for roofing services. It’s hyper-local, ensuring you connect with nearby homeowners and businesses.
For Roofers: If most of your business comes from local jobs, LSAs are a clear winner.
What is an LSA in marketing?
An LSA (Local Services Ad) is a Google ad format designed for local businesses. For roofers, it ensures direct visibility to potential customers in your area.

Ad Formats: How Your Business Is Presented
PPC: Offers flexibility with text, image, and video formats. You can showcase your roofing expertise with engaging content.
LSA: Uses a standardized format showing your business name, ratings, and contact info. While less customizable, this builds trust.
Pro Tip: Use PPC to show off your roofing projects visually, but LSAs ensure professionalism with a clean, consistent look.
Is paid search the same as PPC?
Yes, paid search and PPC are interchangeable terms. Both describe paying to display ads on search engines like Google, charging per click.

Placement: Where Your Ads Show
PPC: Appears in search results, on YouTube, and across the Google Display Network.

LSA: Always appears at the very top of Google search results, above PPC ads.

Why Placement Matters?
LSAs maximize visibility by being the first thing customers see.
What does PPC stand for?
PPC stands for Pay-Per-Click, a model where advertisers are charged for each click on their ad. PPC, or pay-per-click, is a digital marketing model where advertisers pay a fee each time their ad is clicked. This approach helps drive traffic to websites and is commonly used on platforms like Google Ads, allowing businesses to bid for ad placement in sponsored links when users search specific keywords.
Trust Factor: Google Guarantee

What is a Google guaranteed listing?.
Requires your business to meet specific qualifications like having a verified Google Business Profile, insurance, and a valid license. Once approved, you earn the Google Guarantee Badge, which boosts customer trust. A Google Guaranteed listing is a paid endorsement that features a green check-mark badge next to your business name in search results. It indicates that your business has passed Google’s rigorous verification process, ensuring trustworthiness and quality to potential customers. This badge can enhance visibility and credibility, helping attract more clients.
For Roofers: The badge helps you stand out and builds confidence among local customers.
Which Should You Choose for Your Roofing Business?
–Use PPC: If you want broad reach, creative ad formats, and the ability to target customers in multiple locations.
–Use LSA: If you’re focused on generating local leads and want a cost-effective solution.
Boost Your Roofing Business Today
Ready to grow your roofing business with PPC or LSAs? Start by creating a Google Business Profile to maximize your results. Need more tips? Check out our video on Google Business Profiles and our guide for more info—it’s packed with insights to supercharge your marketing.
Take your roofing business to the next level with expert advertising solutions from Roofing Marketing Pros! Want to dominate your local market? Harness the power of Local Services Ads (LSAs) to generate high-quality leads—get started today by visiting our LSA services page. Looking for a broader reach and powerful targeting? Ours Google Ads (PPC) services are designed to help roofing businesses scale fast. Don’t wait—unlock your business’s full potential now!