Google Local Service Ads: Direct Business Search explained
Google is testing a Local Services Ads feature called Direct Business Search that makes your LSA the solo result when someone searches your brand by name. Here is what it does, why it is a double-edged sword, and how to opt out.
Garrett Elmore
Founder, Service Hero Marketing
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The short answer
Direct Business Search is a Google Local Services Ads feature that makes your LSA the only ad shown when a customer searches specifically for your brand. Businesses are auto-enrolled, you are charged only for leads from new customers, and an opt-out toggle lives in your Local Services Ads settings. It raises your visibility on branded searches but can mean paying for leads that would have found you organically.
What Direct Business Search is
Google is testing a new Local Services Ads feature called Direct Business Search. When it is enabled, your Local Services Ad becomes the solo result when a potential customer searches specifically for your brand by name — putting your business at the very front of the page with no competing ads alongside it.
By default, brands are auto-enrolled in the feature. Starting February 13, businesses that want more control can opt out by adjusting their ad settings manually. As with the rest of the Local Services Ads program, you are only charged for leads that come from new customers, so the feature is designed to add reach without billing you for existing relationships.
Why it matters to your business
Direct Business Search is a double-edged sword. On one hand, it increases your chances of capturing a lead the moment someone goes looking for you by name — exactly the high-intent searcher you most want to reach.
On the other hand, there is a real risk of paying for conversions that may have come to you organically. The customer was already hunting for your brand specifically, so an ad charge on that click can mean paying for a lead you likely would have won for free. Whether the trade-off is worth it depends on how often people search your name and how much of that traffic you already capture through your Google Business Profile and the map pack.
How the industry reacted
The Direct Business Search ads first caught the attention of Anthony Higman, CEO of Adsquire, who surfaced the feature publicly with a tweet. His screenshot sparked a discussion about the lack of an obvious opt-out, a concern echoed by local SEO experts including Joy Hawkins.
Google stepped in to reassure advertisers. It confirmed that charges apply solely to new-customer leads, and said an opt-out feature was on the way for businesses that want more discretion over their ad placements.
How to opt out of Direct Business Search
Ben Fisher, a Google Product Expert, outlined the opt-out process: go to your Local Services Ads settings and disable the Direct Business Search function. If that toggle is not visible in your account yet, patience is key — Google was still rolling the control out and fine-tuning it for broad availability.
Ginny Marvin, Google Ads Liaison, emphasized that the feature was still in an experimental phase at launch, with a broader rollout and more detailed guidance expected in the following week.
What contractors should do about it
For home-service contractors running LSA, the practical takeaway is to watch the channel closely rather than set it and forget it:
- Check your settings for the Direct Business Search toggle and decide deliberately whether to stay enrolled.
- Review your leads so you can tell branded "Direct Business Search" leads apart from net-new demand, and dispute any invalid leads as you normally would.
- Lean on your organic presence — a strong local SEO foundation and a complete Google Business Profile mean branded searchers can find you for free, which changes the math on paying for branded ad clicks.
- Think in terms of the full funnel. Direct Business Search is one lever inside Local Services Ads; how you weight it against LSA versus Google Search Ads and against winning the map pack should come down to booked-job economics, not just visibility.
If you would rather not babysit LSA settings and lead disputes yourself, that is the day-to-day work our paid search team handles for trades like HVAC, plumbing, and roofing.
Sources
- Google — Local Services Ads Help Center
- Anthony Higman (Adsquire) and Joy Hawkins — early reports of the Direct Business Search test
- Ben Fisher, Google Product Expert — opt-out guidance
- Ginny Marvin, Google Ads Liaison — official statement on the experimental rollout
Frequently asked questions
- What is Google Direct Business Search in Local Services Ads?
- Direct Business Search is a Local Services Ads feature that makes your LSA the only ad shown when someone searches specifically for your business by name. Brands were auto-enrolled when Google began testing it, and you are charged only for leads from new customers.
- How do I opt out of Direct Business Search?
- Go to your Local Services Ads settings and disable the Direct Business Search toggle, per Google Product Expert Ben Fisher. If the toggle is not visible in your account yet, it may not have rolled out to you — Google introduced the opt-out gradually after the feature first appeared.
- Should I pay for Local Services Ads on searches for my own brand?
- It depends on how much of your branded traffic you already capture for free. If your Google Business Profile and local SEO reliably surface you on name searches, paying for those clicks can mean buying leads you would have won organically. Review your branded leads against your organic visibility before deciding to stay enrolled.
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