Google Local Services Ads vs. HomeAdvisor: Which Is Best?

If you’re looking for ways to advertise your local business, you’ve probably done some research and found that there are dozens of advertising options and platforms available. As you’re looking at these different platforms, you may wonder which ones are best for your organization.

On this page, we’ll look at the Google Local Services ads vs. HomeAdvisor debate to see which platform is best for your business. Keep reading to learn more and contact us online or call us today at 888-601-5359 to speak with a strategist about setting up your local advertising campaign.

What are Google Local Services Ads?

When users search for local businesses, it generates Google Local Services ads in the results. These results appear at the top of the search results above the organic and pay-per-click (PPC) listings. You will see these ads appear as three boxes that sit next to each other in search results.

These listings contain important information, such as:

  • Business name
  • Star rating/reviews
  • Service area
  • Phone number
  • And more

This basic information helps searchers determine if your business is a good fit.

If they like what they see, they can click on your listing to learn more about your company.

On your listing, you’ll have information like services you provide. You’ll also have a short business bio, where you can include information like your years in business, if you provide emergency services, and more.

As you look at other listings, you may notice some have a Google Guarantee badge.

So, what is this badge, and how do you get it for your business?

The Google Guarantee badge is a sign of trust. To get this badge, you must pass a background check and verify your licensing information. If your papers are in order, it won’t be challenging to obtain this badge.

With a Google Guarantee badge, you build trust with your audience because Google backs you. If someone isn’t satisfied with the work you do, they can get a refund for up to $2000 from Google.

If you’re a business that does quality work, you won’t need to worry about people filing claims. Instead, the Google Guarantee badge will help you build trust and drive more people to choose your company.

If you’re looking for a way to drive local leads to your business, try Google Local Services ads.

What is HomeAdvisor?

HomeAdvisor is a website that allows people to search for professionals that offer home services. Whether you need to remodel your kitchen or install new floors, HomeAdvisor helps you find professionals that can get the job done for you.

On HomeAdvisor’s homepage, people search for the type of job they need.

Once they put in the service, HomeAdvisor will ask for the zip code for the service.

Depending on the type of project, there will be some follow-up questions about the project.

After users finish filling out the form, HomeAdvisor will match them with professionals that fit their job and requirements best. They’ll deliver results based on the services offered, availability, and other information provided.

HomeAdvisor’s ProFinder technology will then send the homeowners’ information to your business.

This website makes it easy for you to find leads for your business and grow yourself online.

Google Local Services ads vs. HomeAdvisor: Which is best for my business?

If you’re comparing Google Local Services ads vs. HomeAdvisor, it’s important to note what each platform offers for you.

Let’s look at how these two strategies stack up to each other:

1. Cost to obtain leads

When you invest in advertising your business, you want to invest in strategies that will help you grow and allow you to get a good return on investment (ROI). In the Google Local Services vs. HomeAdvisor debate, the biggest question surrounds the cost to obtain leads.

Let’s look at how these platforms differ in cost.

Google Local Services ads

With Google Local Services ads, you pay when someone contacts your business. Unlike PPC ads, you don’t pay if someone clicks on your ad and checks out your listing. Google only charges you for leads that call or message your company.

Even if you get a false lead (like robocalls), you can file a claim with Google to get your money back. It creates an excellent environment for you to ensure that you’re only putting money towards real leads for your business.


With HomeAdvisor, you pay for leads when the ProFinder system finds you a relevant match. Even though you pay for these leads, they aren’t yours right away. You must bid for them and get those leads to choose your business over the competition.

If multiple pros fit a homeowner’s job, HomeAdvisor sends them a list of pros that they can choose from for their job. This system doesn’t make the leads unique to your business like Google Local Services ads do.

This bidding system can lead to issues where you’re overpaying to obtain leads. If you’re continually bidding against other companies, you may only get one lead for every five you pay for through HomeAdvisor, which can lead to expensive lead costs.

Which is better for my budget?

If you’re looking for the best lead generation option for your business, use Google Local Services ads.

It’s the better option because you’re getting leads unique to your business. These are people who chose your company and decided to contact you because they think you are a perfect fit for their needs.

You’re going to get more with your budget from Google Local Services ads. Google will never spend over your budgeted amount and works with you to ensure you’re getting authentic, quality leads.

2. How you get leads

When you invest in Google Local Services ads and HomeAdvisor for small businesses, you want to obtain leads for your company, so you can continue to grow. These two platforms differ significantly in how you get leads for your business.

Google Local Services ads

With Google Local Services ads, you obtain leads when they engage with your listing.

These leads conduct a search on Google looking for a local business like yours. When they find your listing, they can click on it and learn more about your company. If those leads like what they see, they will contact your business and become prospects for you.

Home Advisor

With HomeAdvisor, you obtain leads by fitting their criteria and bidding to win their job. You’re competing with dozens of other businesses that fit the bill. It’s a challenging process to earn leads because you’re always trying to outbid your competition and sell your business better.

Which is better for obtaining leads?

Both Google Local Services ads and HomeAdvisor are great options for obtaining leads for your home services business. These platforms will help you reach interested leads, so it’s a matter of looking at other factors that influence your choices, like cost and who you reach.

3. Where leads find you

When you invest in advertising your business online, you want to choose mediums that allow you to connect with the most qualified leads. Let’s look at how these platforms differ when it comes to obtaining leads.

Google Local Services ads

With Google Local Services ads, leads can find you any time they conduct a local search on Google that triggers Local Services ads. Whether someone searches for a local business with “in [city]” or “near me,” you can appear in relevant local searches.

Google Local Services ads allow you to reach users on a platform they use for just about everything.

Four in five people use search engines to find local information. With so many people using search engines to discover local businesses, you have multiple opportunities to reach these leads where they’re likely to search for your business.

Home Advisor

As for HomeAdvisor, you’re a little more limited on who finds your company.

People must visit HomeAdvisor’s website or scroll down far enough to potentially see something like “Top 25 electricians in [city]” from HomeAdvisor. Even then, if you’re not in that “top 25” list, you still miss out on potential leads.

If people aren’t searching specifically on HomeAdvisor, you’re missing leads that may be looking for your business through other channels.

Which is better for my business?

If you want to reach leads with the most interest in your business, Google Local Services ads are the best option. You can still use HomeAdvisor to reach valuable leads, but Google Local Services ads will help you connect with a broader pool of leads looking for your business.

Start advertising your local business today

If you want to reach more qualified leads, it’s time to invest in advertising campaigns that allow you to reach those leads. With Google Local Services ads, you’ll put your business in front of local searchers. If you aren’t sure how to get started with Google Local Services ads, WebFX can help.

We have a team of over 500 local marketing experts that will help you set up your Google Local Services ads. With over a decade of experience, you can count on us to help you advertise your business to drive more local customers to your company.

Just in the past five years, we’ve driven over 7.8 million leads for our clients.

To start driving more leads for your business through local advertising, contact us online or call us today at 888-601-5359 to speak with a strategist.