When it comes to digital advertising, Google gives local cleaning businesses two powerful options to generate leads: Local Services Ads (LSAs) and Search Ads.

Both formats help get your cleaning business in front of people searching online. But they differ in setup, control, cost, and—most importantly—lead quality.

Understanding how each works, and when to use them, can help you improve lead flow, lower ad costs, and build a more predictable booking pipeline.

What Are Google Local Services Ads (LSAs)?

Google LSAs are pay-per-lead ads designed for service businesses. They appear at the very top of the search results, above regular Google Ads and organic listings. These ads show your cleaning company’s name, star rating, and a green Google Guaranteed badge (after verification).

LSAs are easy to set up, even for first-time advertisers. You don’t need to manage keywords or write ad copy. Google does that automatically based on the services you select during setup.

Benefits:

• Works for house cleaners, carpet cleaners, and more

• Pay only for valid leads (calls, messages, booking requests)

• High visibility at the top of the page

• Strong trust factor with the “Google Guaranteed” badge

• Easier for businesses with small budgets or no marketing experience
  

Limitations:

• Very limited control over keywords and ad copy

• Lead quality can vary; not all leads turn into customers, and Google doesn’t let you dispute unqualified leads

• Requires accurate business info, background check and strong review profile

While LSAs are lower maintenance, they're not 100% hands-off. Regular review of settings, service areas, and keeping up with platform changes are still important.

What Are Google Search Ads?

Google Search Ads (run through Google Ads) are more advanced and flexible. They allow you to target specific keywords like “house cleaners near me.” You can also write your own ad copy and control bidding strategies, locations, and schedules.

Unlike LSAs, Search Ads are pay-per-click (PPC)—you pay when someone clicks your ad, whether they become a lead or not.

Benefits:

• Full control over keywords, ad copy, bidding, and targeting

• Ability to test and optimize landing pages and campaigns

• Use of negative keywords to block poor-quality traffic

• Ideal for niche services, promotions, and brand awareness

Limitations:

• Higher learning curve and setup complexity

• Easier to waste ad spend without proper tracking and management

• Requires regular optimization to improve return on investment (ROI)

Search campaigns offer more scalability and customization, making them ideal for cleaners who want to fine-tune their lead generation or promote high-ticket services like water damage restoration or stone polishing.

Key Differences Between LSAs & Search Ads for Cleaners

Which Ad Format Is Better for Local Cleaning Companies Who Want More Leads?

If you own a cleaning business and you’re considering running ads on Google, you might wonder which program is better? The answer depends on your business goals, ad budget, and available time.

➤ Use LSAs if:

• You want quick visibility and simple setup

• Your cleaning business is verified and has solid reviews

• You want to pay only when a customer contacts you

• You’re testing ads with a smaller initial budget
  

➤ Use Search Ads if:

• You want full control over ad targeting and copy

• You’re promoting niche services or seasonal deals

• You’re ready to invest in consistent optimization

• You have a strong website or landing page strategy
  

Pro Strategy: Run Both and Compare Lead Quality

Most successful cleaning businesses don’t choose just one. They test both LSAs and Search Ads—and shift their budgets based on performance. Many companies leverage both ad programs to maximize their growth. If you’re trying to decide if you should invest in both…

Use your CRM and call tracking tools (like Housecall Pro) to compare:

• Cost per lead

• Lead-to-job conversion rate

• Average ticket size from each ad type
  

This approach reveals which format delivers better results over time—and helps you optimize your overall marketing spend.

Final Takeaway For Cleaning Businesses

Both LSAs and Search Ads can be effective for house cleaners and carpet cleaners, but they serve different roles.

• LSAs offer a plug-and-play option for high visibility and quick lead generation.

• Search Ads provide deep control for businesses ready to scale with data-driven strategies.
  
  

Running both in parallel—while tracking lead quality—not only diversifies your cleaning company’s marketing strategy but also helps you adapt to changing market conditions and booking needs.

Need expert help setting up LSAs or Search Ads for your cleaning business? BookCleaningJobs specializes in ad strategies that drive real bookings—not just clicks. Book a call with us today!