Google Business Profile ads are changing the game for local businesses — and if you have not paid attention to this update yet, now is the time. Google has made it possible to put ad dollars directly behind your Google Business Profile, giving local businesses a faster, more affordable way to show up in local search and on Google Maps. Combined with traditional Google Ads and Local Services Ads, this is one of the most significant shifts in local advertising in years.

What is Google Business Profile?

Google Business Profile, formerly known as Google My Business, is a free tool that allows businesses to manage their online presence across Google Search and Maps. By verifying and editing your business information, you can help customers find your business and tell them your story.

Key features include display of business name, location, and hours; customer reviews and ratings; photos and updates; direct messaging with customers; and insights on how customers searched for your business.

Quick note: if you want to run LSAs now, your Google Business Profile must be verified — so make sure yours is claimed and up to date.

What is Google Ads?

Google Ads is a paid advertising platform that enables businesses to display ads on Google’s search engine results pages, YouTube, and other sites across the web. It operates on a pay-per-click model, where advertisers pay each time a user clicks on their ad.

Key features include search ads targeting specific keywords; display ads across Google’s network; video ads on YouTube; shopping ads for e-commerce; and detailed analytics and performance tracking. Our Google Ads management team works with Tulsa businesses every day to build campaigns that convert, not just campaigns that spend.

What are Local Services Ads?

LSA stands for Local Services Ads — and if you are a service-based business, these are worth paying close attention to. They are the ads that appear at the very top of Google when someone searches for something like “AC repair near me” or “local photographer.” They show up above traditional Google Ads, which makes them some of the most valuable real estate in local search.

Here is what makes LSAs different: you only pay for actual leads, not clicks. If someone calls, messages, or books through your ad, that is when you get charged. You can also earn a Google Guaranteed badge, which adds significant trust to your listing. LSAs are built specifically for service-based businesses — HVAC, electrical, cleaning, photography, and anyone who serves local clients directly. Learn more about Local Services Ads directly from Google.

The update: Google Business Profile ads

This is a big deal. Google has made it possible to put ad dollars directly behind your Google Business Profile — and it is a total game changer for local businesses.

Up until now, LSAs were the primary way to boost local search visibility through Google’s paid products. But with Google Business Profile ads, businesses are seeing lower cost-per-clicks and quicker returns, which is a meaningful win for small businesses working with tighter budgets.

One important thing to keep in mind: keyword targeting needs to be tight. Keeping your audience focused ensures your ads are only showing to people who are actually potential customers — not wasting budget on irrelevant impressions.

Why this matters for business owners:

Lower cost-per-click than traditional ads. Faster return on ad spend. More clicks, views, and local reach. Less competition, more attention in local results.

Choosing between Google Business Profile ads, Google Ads, and LSAs

All three options are designed to get you seen — but each plays a different role. The real power comes from combining them strategically based on your goals, budget, and audience.

Google Business Profile ads

Perfect for local businesses trying to reach people in their immediate area. Helps you show up in local searches and on Google Maps. Makes your business look trustworthy with fresh information and strong reviews front and center.

Google Ads

The right call when you want to reach people beyond your immediate neighborhood and scale your reach. Gives you precise targeting by age, interests, and online behavior. Provides detailed performance data so you can continuously refine what is working. Think with Google’s research on paid search performance shows that well-managed campaigns consistently outperform set-it-and-forget-it approaches — strategy and ongoing optimization matter.

Local Services Ads

Ideal for service-based businesses — plumbers, stylists, dog groomers, and anyone who serves clients directly. You only pay for real leads. You can earn the Google Guaranteed badge, which adds a significant layer of trust. And they show up at the very top of local results, above even regular Google Ads — prime real estate for any local service business.

When used together, these three tools can seriously amplify your local and regional presence — whether you are building long-term awareness or trying to fill your calendar this week. According to Search Engine Land’s guide to local advertising, businesses that combine organic profile optimization with paid local placements consistently see stronger results than those relying on any single channel alone.

So what is the move?

Google Business Profile ads, Google Ads, and LSAs are all here to help more people find you and trust you. GBP ads boost your local visibility. LSAs put you at the top with real lead potential. Google Ads let you scale beyond your zip code. The magic happens when you use them together — verified profile, strong creative, tight targeting.

Not sure which combination is right for your business? That is exactly what our SEO, GEO, and local search team helps clients figure out. Let’s build a strategy that gets your business seen, clicked, and chosen.

Contact Chatter Marketing and let’s get to work.

Author: Heather Berryhill