Google Local Services Ads (LSAs) show up above regular search results and regular ads, with a "Google Guaranteed" badge, and - unlike standard Google Ads - you pay per lead rather than per click, which can make costs more predictable for a business without a dedicated marketing team.
The tradeoff: getting the Google Guaranteed badge requires a background check and proof of insurance, which takes real effort to set up, and lead quality varies by market. For remodelers with a properly built website and local SEO already in place, LSAs work best as a supplementary channel that fills gaps - not a replacement for owning your organic presence.