LSAs vs. the Power of Search Intent

How to skip the LSA fees and still rank great on Google

June 11, 2025

While Local Service Ads (LSAs) work well and are often cheaper than other ad options, they can still put a strain on the budget of a small local business.

Well, we just conducted a new study to find out if there’s a way to perform well in Google’s local results without ad spend. It turns out, the answer is yes — with searcher intent matching.

There are 3 types of searcher intent:

  • Local intent: The searcher is ready to buy a product or service and wants to find out where they can buy it. For example, plumbers in Houston.

  • Informational intent: The searcher is in a research phase and not necessarily ready for a transaction. For example, what’s the difference between an optometrist and ophthalmologist in Houston?

  • Hybrid intent: A combination of local and informational intent. For example, how much do contact lenses cost in Houston?

Our research shows that LSAs are far more likely to appear for local intent queries than for informational and hybrid queries. This means that the best chance at ranking for local searches without paying for LSAs lies in the informational and hybrid queries.

Miriam Ellis outlines exactly how you can show up for those types of searches in her new article. Read it to:

  • Learn how to develop authoritative first and third-party content for your business

  • Get tips on finding informational and hybrid intent phrases to optimize for (find a simplified checklist below)

  • Find ready-made lists for plumbers, personal injury lawyers, optometrists, real estate agents, medical clinics, and dentists

Darren