In Pay Per Click, businesses pay every time someone clicks or taps on your ad. Local Services Ads is a pay per LEAD platform where your business only gets charged for leads that are valid (keep in mind, “valid” is based on Google’s definition).

Further more, PPC shows ads in search results based on keywords and bidding, while Local Services Ads are lead-based placements tied to Google’s screening and profile system, and the best strategy often depends on category economics and lead handling.