LSA vs Meta Local Ads: Which Delivers Better ROI?

If you’re running a local service business, you’ve probably wondered where to invest your marketing dollars for the best return: Google Local Services Ads (LSAs) or Meta Local Ads (Facebook & Instagram Ads).

Both platforms can drive local leads—but they work in very different ways. And depending on your service, budget, and market, one can outperform the other dramatically.

In this post, we’ll break down how LSAs compare to Meta Local Ads in terms of cost, targeting, lead quality, and ROI—and help you decide which platform delivers the best value for your business.

What Are Google Local Services Ads (LSAs)?

LSAs are Google’s pay-per-lead advertising platform designed specifically for local service providers. They appear at the top of search results, even above Google Ads and the local map pack.

Key features:

Pay-per-lead model (you only pay when a customer contacts you)
Google Guaranteed or Screened badge builds trust
Leads come via call, message, or direct booking
Service area and job type–based targeting
Integrated with your Google Business Profile

What Are Meta Local Ads?

Meta Local Ads refer to location-targeted ads on Facebook and Instagram. These use Meta’s powerful audience targeting tools to deliver visual ads to users in specific locations or with certain demographics.

Key features:

Pay-per-click or pay-per-impression model
Strong visual and storytelling formats (images, video, carousels)
Advanced demographic and interest targeting
Useful for branding, awareness, and retargeting
Can drive leads via forms, Messenger, website visits, or calls

Comparing LSA vs Meta Local Ads

Let’s dive into a head-to-head comparison across the key dimensions that matter most for local service businesses:

1. Lead Quality

LSA:

Captures high-intent leads—users searching for your exact service (“emergency plumber near me”)
Customers are ready to book
Typically higher conversion rates

Meta:

Interruption-based advertising (users are scrolling, not searching)
Leads may be curious, but not always ready to hire
Lower lead quality unless paired with aggressive follow-up

Winner: LSA for bottom-of-funnel lead generation

2. Cost Per Lead (CPL)

LSA:

You pay only for valid leads
CPL varies by vertical and location ($15–$100+ depending on service type)
You can dispute bad leads (wrong numbers, spam, etc.)

Meta:

Lower initial cost per click ($1–$5 average)
CPL depends on conversion strategy—can be very low or very high
You pay for clicks or impressions, not guaranteed inquiries

Winner: Depends on industry

LSA: Higher CPL, but better lead intent
Meta: Lower CPL, but more nurturing required

3. Ad Placement and Visibility

LSA:

Appears at the top of Google Search results
Includes Google badge, star rating, and service area info
Gets high click-through rates from service-focused searches

Meta:

Ads appear in newsfeeds, stories, reels, and Messenger
Highly visual and engaging
Better for brand awareness, storytelling, or promotions

Winner:

LSA wins for direct search intent
Meta wins for visual-first or promotional campaigns

4. Setup and Optimization Complexity

LSA:

Requires business verification, licenses, insurance, and background checks
Job types and service areas must be configured
Simpler campaign management—less daily tweaking

Meta:

Requires strong creative assets (images, video, copy)
Involves targeting setup, pixel installation, split testing
More time-intensive optimization process

Winner: LSA is easier to maintain once set up
Meta requires more ongoing creative and targeting management

5. Branding and Retargeting Power

LSA:

Great for capturing demand—but not built for storytelling or brand building
No retargeting features or custom audience tools

Meta:

Excellent for retargeting website visitors or past leads
Great for staying top-of-mind with prospects
Ideal for seasonal promos, offers, and brand awareness

Winner: Meta wins for branding and multi-touch journeys

6. Industries That Perform Best on Each Platform

LSA Is Ideal For:

Emergency services (plumbing, HVAC, electrical)
High-trust home services (roofing, pest control, restoration)
Legal, dental, real estate, and financial services
Any industry with urgent “near me” searches

Meta Works Best For:

Visual or lifestyle-based services (remodeling, medspas, landscaping)
Promotional services (seasonal deals, first-time discounts)
Brand-centric local businesses (fitness studios, clinics, salons)

Retargeting people who already visited your site

So Which Delivers Better ROI?

It depends on your goals and where your prospects are in the buying journey:

Goal	Best Platform
Immediate lead generation	LSA
Long-term brand awareness	Meta
Retargeting site visitors	Meta
Low-effort lead capture	LSA
Creative storytelling	Meta
Emergency services	LSA
Promotional campaigns	Meta

Pro Tip: Use Both Together for Maximum Impact

Smart local businesses use LSA for high-intent leads and Meta for visibility, remarketing, and nurturing.

Here’s a simple example strategy:

Run LSA ads for “plumber near me” or “roof leak repair”
Retarget website visitors with Meta ads offering a seasonal promo
Build a review funnel that fuels both platforms

Final Thoughts: Choose Based on Intent, Not Just Price

Google LSAs and Meta Local Ads each offer strong ROI—but in very different ways. LSAs win on immediate conversion, while Meta excels at visibility, engagement, and long-term brand growth.

The best approach? Don’t choose one over the other. Choose based on your sales funnel, service type, and marketing goals.

Need Help Optimizing Your Local Ad Strategy?

At Local View, we specialize in building multi-channel local ad campaigns that combine LSA, Meta, GBP, and organic strategies to maximize your ROI.

Whether you want more calls this week or a long-term brand presence in your community, we’ll build a plan that works for your business.