Google is rolling out Local Services Ads (LSAs), a type of ad that prioritizes trustworthy local businesses, allowing them to advertise geographically-specific products or services to local leads. LSAs display important business information, such as operating hours and customer reviews, and customers can call, message, and book appointments directly through the ad. The main differences between Google Local Services Ads and regular Google Ads are visibility, ad spend, screening and verification, calls-to-action, ad customization, customer protection, and bidding style. To set up LSAs, businesses must create a Google Ads account, check their eligibility, fill out basic information about their business, provide more details about the service they offer, preview their ad, verify their business, set a budget, and link their Google Business Profile. Once verified, businesses can launch their ads, manage their budget, add photos to their profile, choose how customers are contacted, gather customer reviews, manage leads, and view reports. LSAs aim to provide a more trustworthy experience for local customers by prioritizing businesses with adequate licensing and screening processes.