If you’re a custom integrator trying to bring in more customers online, you’ve probably heard of Google Ads and Google Local Services Ads (LSAs). Both can be powerful tools, but they work very differently—and knowing which one is right for your shop can make a big difference in your results and your budget.

At Pixel Vault, we manage both types of ad campaigns for our clients. Here’s a straightforward breakdown to help you decide which option makes the most sense for your custom integration business.

What’s the Difference?

Google Ads (a.k.a. Search Ads)

• You bid on keywords like “home theater installation near me” or “whole house audio Nashville.”
• Ads appear above or below the search results.
• You pay per click—every time someone clicks your ad, your budget is charged.
• Great for brand awareness, targeting specific services, and retargeting.

Google Local Services Ads (LSAs)

• You pay per lead, not per click.
• Ads appear at the very top of Google search—above traditional Google Ads.
• Users click to call or message you directly from the ad.
• Only available to certain industries (good news: custom integrators typically qualify under categories like “home theater,” “home automation,” or “TV mounting”).

---

Cost Breakdown

Google Ads:

• CPC (Cost-Per-Click): Can range from $3 to $20+, depending on your market and competition.
• Monthly budget: Most custom integrators spend $500–$2,000/month to get meaningful traffic and conversions.
• You may get clicks from people doing research, not ready to hire.

Google Local Services Ads:

• Cost-Per-Lead: Typically $20–$50 per lead, depending on location and service type.
• You’re only charged if the lead calls, messages, or books directly through the ad.
• Google offers dispute options if a lead is irrelevant or spammy.

The Power of the Google Guarantee

One major benefit of using Local Services Ads is the Google Guarantee badge—also known as the Google Trust Checkmark.

This badge appears right next to your business in search results and tells potential customers:

✅ Your business has passed background checks
✅ Your licenses and insurance have been verified
✅ Google is willing to back your work (up to $2,000 in some cases)

Why This Matters:

• Higher trust = more clicks. People are more likely to hire someone who’s verified by Google.
• Stand out from competitors who aren’t running LSAs or haven’t earned the badge.
• More direct calls: People feel confident reaching out immediately because the trust signal is already there.

In short, the Google Guarantee doesn’t just give you better visibility—it gives you instant credibility.

A Key Limitation of LSAs for Custom Integrators

As great as Local Services Ads can be, there’s a big catch:

**As of this writing, Google LSAs only support two service categories relevant to custom integrators:

• Home Theater Installation
• Home Security Systems

This means if you specialize in lighting control, whole-house audio, motorized shades, or networking, you won’t be able to advertise those services directly through LSAs.

That can be a deal-breaker if your shop focuses on full smart home solutions or commercial AV—because Google simply doesn’t offer a category for it (yet).

---

Which One Should You Use?

For Small Shops or One-Man Operations

Go with Local Services Ads.

• You’re only paying when a real lead contacts you.
• There’s less management involved—no need to worry about keyword research or daily optimization.
• It builds trust: LSAs come with the Google Guaranteed badge, which makes potential customers more likely to call.

💡 Tip: Combine LSAs with strong Google reviews to get to the top of the pack.

---

For Medium to Larger Shops

Use Both—But Prioritize Google Ads.

• Google Ads gives you full control over targeting. You can run campaigns for luxury installs, commercial jobs, or brand-specific services.
• It’s more scalable and measurable for shops with bigger budgets and teams to handle more volume.
• Retargeting and display ads help you stay in front of people who didn’t convert the first time.

💡 Tip: Use LSAs to scoop up quick local leads, but rely on Google Ads to drive higher-ticket jobs and keep your pipeline full.

---

The Pixel Vault Takeaway

If you’re just getting started or you’re a one- or two-person operation, Google Local Services Ads offer a simpler, more predictable way to get customers—without spending time managing complex campaigns.

If you’re ready to scale or already have a team, Google Ads gives you more reach, flexibility, and control—especially when combined with a solid SEO foundation and review strategy.

Need help deciding or managing your campaigns? At Pixel Vault, we handle both LSAs and Google Ads for custom integrators across the country. We make the setup easy, track results, and turn ad dollars into real customers.

---

Want to Talk Strategy?

Let’s chat. Whether you’re looking for a steady stream of jobs or aiming to dominate your market, we’ll help you figure out the best plan for your shop.

---