Google Business Profile Adds Ads?! The Need to Know’s
In the evolving landscape of digital marketing, Google has been refining its tools to better serve businesses and consumers alike.
Two pivotal platforms in this ecosystem are Google Business Profile (GBP) and Google Ads. While they have traditionally served distinct purposes, recent developments have brought them closer together—especially with the integration of Local Services Ads (LSAs).
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, including Search and Maps. By verifying and editing your business information, you can help customers find your business and tell them your story.
Key Features:
- Display of business name, location, and hours
- Customer reviews and ratings
- Photos and updates
- Direct messaging with customers
- 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 (PPC) model, where advertisers pay each time a user clicks on their ad.
Key Features:
- Search ads targeting specific keywords
- Display ads across Google’s network
- Video ads on YouTube
- Shopping ads for e-commerce
- Detailed analytics and performance tracking
What Are LSAs?
LSA stands for Local Services Ads—and if you’re a service-based business, these are gold. They’re the ads you see at the very top of Google when you search for something like “AC repair near me” or “local photographer.” Yep, they even show up above traditional Google Ads.
Here’s what makes LSAs special:
- You only pay for actual leads, not clicks. If someone calls, messages, or books through your ad, that’s when you get charged.
- You can earn a Google Guaranteed badge, which adds major trust points (seriously, people look for it).
- LSAs are built for businesses like HVAC techs, electricians, cleaners, stylists—anyone who serves local clients directly.
Recent Update: Google Business Profile Ads
This is actually a big deal—Google just made it possible to put ad dollars directly behind your Google Business Profile. Total game changer.
Up until now, we’ve had access to LSAs (Local Services Ads), which were already super helpful for boosting local search visibility. But now with Google Business Profile Ads, we’re seeing lower cost-per-clicks and quicker returns, which is a win for small businesses.
Just one thing to keep in mind: you’ve gotta narrow down your keywords. Keeping your audience tight helps make sure your ads are only showing to people who are actually potential customers.
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
Choosing Between Google Business Profile Ads, Google Ads, and LSAs
All three options are designed to get you seen—but each one plays a different role. The magic happens when you combine them strategically based on your goals, budget, and audience.
Google Business Profile Ads
- Perfect if you’re a local biz trying to reach people literally right around the corner
- Helps you show up in local searches and on Google Maps (hi, visibility 👋)
- Makes your business look extra trustworthy with fresh info and solid reviews
Google Ads
- Great if you’re trying to reach people outside your neighborhood and go a little bigger
- Lets you get super specific with who sees your ads—think age, interests, even online behavior
- Gives you all the data so you can see what’s working and tweak your ads for even better results
Local Services Ads (LSAs)
- Ideal for service-based businesses—think plumbers, stylists, dog groomers, etc.
- You only pay for real leads (like someone actually calling or messaging you—not just clicking)
- You can earn a “Google Guaranteed” badge, which adds a huge layer of trust
- They show up at the tippy-top of local results, above even regular ads—so yeah, prime real estate
When used together, these tools can seriously amplify your local and regional presence—whether you’re building long-term awareness or just trying to fill your calendar this week.
So, what’s the move?
At the end of the day, all of these tools—Google Business Profile Ads, Google Ads, and LSAs—are here to help more people find you and trust you. GBP Ads boost your local visibility, LSAs put you right at the top with real lead potential, and Google Ads let you scale way beyond your zip code.
Want the real win? Use them together. When your info is verified, your creative is strong, and your targeting is on point, these platforms can seriously work in your favor.
Need help figuring out which combo is right for you? We’ve got you. Let’s build a strategy that gets your business seen—and clicked.