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Local Service Ads (LSAs) have quickly become a core piece of the local digital marketing puzzle. Originally viewed as a spin-off from traditional Google Ads, LSAs now play a key role in both local PPC efforts and broader SEO strategies. That said, their inner workings can be a bit more mysterious compared to standard pay-per-click campaigns.  In this post, we’ll walk you through the basics of how LSAs function and how to factor them into your overall marketing approach. We’ll also be releasing a follow-up article soon that tackles the deeper, more nuanced questions that come up when managing these types of ads—so stay tuned!