In the world of moving company marketing, every decision counts especially when it comes to how you advertise online. One of the most common questions we hear from movers is this:
Should I invest in Google Local Service Ads or Google Search Ads?
Both advertising platforms can bring in leads and help you grow your moving business. But they work in different ways, have different costs, and produce different types of results. Choosing the right one can mean the difference between a busy calendar and wasted ad spend.
In this guide, we’ll break down the pros and cons of Google Local Service Ads (LSAs) and Google Search Ads, explain when to use each one, and show you how to combine them for the best possible return.
Google Local Service Ads are designed for local service providers like movers, plumbers, and electricians, who want to get calls directly from people in their area. These ads appear at the very top of the search results, above traditional Google Ads and organic listings.
Unlike pay-per-click ads, LSAs use a pay-per-lead model. That means you only pay when someone calls or messages you through the ad.
To be eligible for LSAs, you must complete a verification process. This includes submitting proof of insurance, undergoing background checks, and maintaining positive reviews. Once approved, your listing will appear with a Google Guaranteed badge, which builds instant trust with potential customers.
If your goal is to book more local residential moves and get your phone ringing fast, LSAs are one of the most cost-effective ad channels available.
Learn more about our Google Local Service Ads solutions for movers.
Google Search Ads (also known as Google Ads or formerly Google AdWords) are the text-based ads that appear directly below LSAs and above the organic search results. They are the traditional form of pay-per-click (PPC) advertising on Google.
With Search Ads, you bid on keywords for example, “local movers in Atlanta” or “commercial moving services” and your ad is shown when users type those phrases into Google. You then pay a small fee each time someone clicks your ad.
Unlike LSAs, Search Ads give you more control over your messaging, targeting, and landing pages. You can customize everything from headlines to extensions and direct visitors to specific service pages, quote forms, or special offers.
If you're running campaigns across multiple cities, offering commercial or long-distance services, or want to send people to your website for lead capture, Google Search Ads may be a better fit.
Explore our Google Search Ads services tailored for moving companies.
While both ad platforms serve different roles, it's important to understand how they compare in the real world. Here’s how they differ based on several important factors:
LSAs appear above everything else on the search results page. They are the first thing users see when searching for a local service.
Search Ads appear below LSAs and are labeled as “sponsored.” They still have high visibility, but not as dominant as LSAs.
LSAs use pay-per-lead pricing. You only pay when someone contacts you directly through the ad.
Search Ads use pay-per-click pricing. You pay for every click, regardless of whether the person contacts you.
Leads from LSAs are usually high quality because they come from people who are ready to book a service and have taken the step to call or message.
Search Ads can deliver quality leads too, but the conversion depends on your landing page, messaging, and how quickly you follow up.
LSAs are easier to set up and maintain. Once verified and approved, you can launch your campaign with minimal effort.
Search Ads require more ongoing management, including keyword research, ad copy testing, bid adjustments, and landing page optimization.
LSAs offer very limited customization. You can’t change headlines or direct users to different pages. You’re limited to your business profile and Google’s format.
Search Ads give you complete control over your ad content, targeting, and where users go after clicking.
Google Local Service Ads are ideal for movers who:
LSAs are also a great fit for new or small moving businesses that want to get their first few jobs without a full website or advanced marketing funnel.
Google Search Ads are ideal for movers who:
Search Ads also make sense when you want to test different offers, track form submissions, and scale your campaigns using Google’s data tools.
Here’s where things get interesting: many successful moving companies don’t choose one over the other, they use both.
Why?
Because each platform covers a different part of the customer journey.
By combining both, you:
This is exactly what we do at Moving Engine. We don’t just launch campaigns we build complete, connected systems that help movers get booked jobs without wasting budget.
Need help setting up or managing both? Learn more about our moving company marketing services.
One of our clients, a moving company based in Savannah, Georgia, came to us unsure of where to put their ad dollars. They had tried Google Ads in the past but didn’t see the return they expected. Worse, they were paying for clicks that never turned into calls.
We started by setting up Google Local Service Ads, which began generating calls within the first week. At the same time, we revamped their Google Search Ads campaign to focus on high-intent keywords like “book residential movers Savannah” and added negative keywords to filter out unqualified clicks.
The result?
The business now consistently runs both campaigns and has expanded into new service areas.
There is no one-size-fits-all answer. The right platform depends on your business goals, budget, and how hands-on you want to be with your advertising.
Whichever path you take, make sure you have a plan, track your results, and keep optimizing.
At Moving Engine, we specialize in Google Ads and LSAs for moving companies. We’ve helped movers across the country turn their ad spend into booked jobs — without the guesswork.
Want to see what’s possible for your business?
Book your free strategy call and let’s build a lead generation system that works for your moving company.
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