Contractors have two main ways to pay for Google leads. Both can work, but they suit different goals.
Local Services Ads
You pay per lead instead of per click, and your listing can show a Google Guaranteed or Google Screened badge at the top of results. You need to pass license and insurance checks, and not every trade or city is supported.
Google Search Ads
You pay per click and get more control over keywords, locations and landing pages. They also cover services and areas that Local Services Ads do not.
Which one to choose
Many trades run both: Local Services Ads for steady emergency calls and Search Ads to cover extra services. Start with the option that fits your trade and budget, track every call and adjust each week.