Compare LSA and Google Ads using the same funnel, not just the reported cost per lead. LSA is pay-per-lead, while Google Ads may charge for clicks and optimize toward your defined conversion actions.
Track both channels for:
- Cost per lead
- Cost per qualified lead
- Lead-to-customer rate
- Cost per acquired customer
- Revenue per customer
- Return on ad spend
For example, a $75 LSA lead may look expensive compared with a $30 Google Ads lead, but if the LSA lead closes twice as often, its actual customer acquisition cost could be lower.
After the October 2026 GLSA update, also separate LSA calls, messages, and bookings when comparing costs. This gives you a cleaner picture of which channel is actually producing profitable customers.
