A plumber in Reading pays £4.20 every time someone clicks his Google Ad. Five clicks for £21 produce one inbound call. That call sometimes becomes a booked job. Sometimes it’s a tyre kicker. Either way the £21 is gone. A plumber in Slough pays £18 per lead through Google’s Local Services Ads . He doesn’t pay for clicks. He pays when a real homeowner contacts him with a real job. Five leads cost him £90. Four of them book the work. Same trade, same buyer behaviour, two completely different economics. The one paying per lead almost always wins. And yet most small tradies in the UK and US still run standard Google Search Ads instead. This guide explains what Local Services Ads actually are, how they differ from standard Google Ads, and how to decide which one fits your business. By the end, you will know whether you have been overpaying for two years. What Are Google Local Services Ads? Local Services Ads, or LSAs, are a separate Google Ads product for service-based local businesses. The...
For 20 years, the success metric for SEO was simple. Rank on Google, get the click, count the traffic. The model worked because Google sent users to your website. That model is breaking down. AI Overviews now answer most informational queries directly on the results page. The buyer reads the answer, learns what they need, and never clicks through. SimilarWeb’s 2026 data shows that roughly 60% of Google searches now end without a single click to any website. This is the zero-click reality. And it changes everything about how a smart business approaches content. The brands that adapt aren’t fighting for clicks any more. They’re fighting to be the named source in the AI Overview itself. Cited authority replaces click-through traffic as the primary win condition. This guide explains what zero-click really means, how AI Overviews choose their citations, and the structured approach to becoming the source AI engines name. What Is The Zero-Click Reality? Zero-click search is the term for sear...