# Google Ads & Local Services Ads

Paid search puts a business at the top of Google for a price per click or per lead. Learn how Local Services Ads, Performance Max, Quality Score, negative keywords, and location targeting work, and how to judge cost per lead.

- Canonical URL: https://movermarketing.ai/learn/advertising
- Learning Center: https://movermarketing.ai/learn
- Related service: [PPC for movers](https://movermarketing.ai/services/ppc-for-movers)

## Articles

- [What are Local Services Ads?](https://movermarketing.ai/learn/advertising/what-are-local-services-ads) — [Markdown](https://movermarketing.ai/learn/advertising/what-are-local-services-ads.md): Local Services Ads are Google ads for local service businesses that appear prominently in Google Search, let customers call, message, or book directly, and charge for valid leads instead of clicks.
- [Google Guaranteed vs. Google Screened: what replaced them](https://movermarketing.ai/learn/advertising/google-guaranteed-vs-google-screened) — [Markdown](https://movermarketing.ai/learn/advertising/google-guaranteed-vs-google-screened.md): Google has replaced the Google Guaranteed and Google Screened badges on Local Services Ads with a single Google Verified badge, and it has discontinued the Money Back Guarantee that came with Google Guaranteed.
- [What is Performance Max?](https://movermarketing.ai/learn/advertising/what-is-performance-max) — [Markdown](https://movermarketing.ai/learn/advertising/what-is-performance-max.md): Performance Max is a goal-based Google Ads campaign type that uses one campaign to reach all Google Ads inventory, including Search, Maps, YouTube, Display, Discover, and Gmail, and uses Google AI to optimize toward the conversions you choose.
- [What is Google Ads Quality Score?](https://movermarketing.ai/learn/advertising/google-ads-quality-score) — [Markdown](https://movermarketing.ai/learn/advertising/google-ads-quality-score.md): Google Ads Quality Score is a 1–10 keyword-level diagnostic that compares an ad's expected clickthrough rate, ad relevance, and landing page experience with other advertisers, and Google says it isn't an input in the ad auction.
- [What are negative keywords?](https://movermarketing.ai/learn/advertising/negative-keywords) — [Markdown](https://movermarketing.ai/learn/advertising/negative-keywords.md): Negative keywords stop Google Ads from showing ads for searches that contain chosen words or phrases, so a moving company doesn't pay for clicks from people looking for jobs, truck rentals, or services it doesn't offer.
- [What is geofencing advertising?](https://movermarketing.ai/learn/advertising/what-is-geofencing-advertising) — [Markdown](https://movermarketing.ai/learn/advertising/what-is-geofencing-advertising.md): Geofencing advertising shows ads to people whose devices are, or recently were, inside a virtual boundary around a place, and it depends on location data whose collection the FTC requires to be based on informed consent.
- [Cost per lead vs. cost per click](https://movermarketing.ai/learn/advertising/cost-per-lead-vs-cost-per-click) — [Markdown](https://movermarketing.ai/learn/advertising/cost-per-lead-vs-cost-per-click.md): Cost per click is what an advertiser pays on average for each ad click, while cost per lead is total ad spend divided by the leads it produced, so cost per lead shows what each potential customer actually cost.