What Is Direct Business Search in Google Local Service Ads, And Should Real Estate Agents Use It

If you run Google Local Services Ads as a real estate agent, you’ve probably noticed a setting called Direct Business Search. It’s one of those options that sounds simple enough, but unless you’ve dug into it, you might not be sure how it actually affects your ads, or whether it’s worth turning on.

At its core, Direct Business Search is about one thing: making sure your ad appears when someone searches for you specifically. Not “real estate agent near me” or “homes for sale,” but your name or your business name.

Think about a typical scenario: a past client recommends you to a friend, and that friend jumps on Google and types “Samantha Reed Realtor Athens GA.” With Direct Business Search enabled, your Local Services Ad shows up at the top, complete with your reviews, the Google Guarantee badge, and easy contact options. You’re right there, first in line, even if you’re not running ads for general search terms.

In real estate, referrals and word-of-mouth are huge. People want validation before they pick up the phone. They check reviews, they look at your profile, they want to know you’re legit. This feature lets you control that first impression. Instead of letting a generic search result or a third-party site represent you, you get to show up exactly how you want.

Does it improve your ranking for broad searches? Not really. Google still considers reviews, responsiveness, proximity, and budget when ranking ads for general terms. But it does give you a solid advantage for branded searches. And those searches are often the most valuable, because the user is already looking for you.

So when should you flip the switch? If you’re established locally, have solid reviews, and you know people often Google your name before calling, there’s really no reason to wait. Just head into your LSA dashboard, go to Settings, and toggle it on.

There are exceptions. If you’re brand new, with only a handful of reviews, or if your Google Business Profile already dominates your name search, turning it on might not add much and could even mean paying for leads you would have gotten organically. A quick test: Google your name plus “realtor.” If your profile is already front and center, you might hold off. If you see competitors creeping in, enabling it gives you back control.

At the end of the day, this is one of those small adjustments that can make a real difference. It won’t change the broader market, but it makes sure you own your name, and in a business built on trust and referrals, that matters more than anything.

Visibility is everything in real estate. When someone is already searching for you, you want to make sure they find you first, and in the best possible light. Direct Business Search does exactly that.