LocalServiceAds,runproperly.
The Google ads with the green checkmark at the top of search results. Top-of-page real estate when it's working, money pit when it's not. We handle Google Guarantee approval, daily lead disputes, and weekly capacity adjustments — the work most agencies skip because it's annoying.
Why most agencies underperform at lsa
LSA is the cheapest top-of-page placement Google offers — when it works. Most accounts we audit aren't getting close to what they could. Here's why.
- 01
Junk leads never get disputed. The whole point of LSA is that Google credits you back for bad leads — wrong number, spam, out of service area, wrong job type. But you have to dispute them within 14 days, with the right reason and evidence. Most agencies file zero disputes. So you pay for every bad lead, and Google keeps sending them.
- 02
Budget set once and forgotten. LSA pricing fluctuates by season and competition. In peak demand for HVAC, per-lead pricing can triple. In shoulder seasons, leads get cheaper but agencies don't increase budget to capture them. The result: you overpay in peak and underspend in shoulder.
- 03
Profile set up wrong and never optimized. Service categories, service areas, business hours, response settings — these all affect what Google sends you. Most LSA profiles were filled in once on setup day and never touched again. Wrong categories = wrong leads. Wrong service areas = leads from outside your radius.
- 04
No system for responding fast. LSA leads call you directly. If you don't pick up, Google's algorithm penalizes your profile by sending fewer leads next month. Most service businesses don't have anyone watching the LSA pipeline specifically, so calls get missed and the algorithm punishes them.
- 05
Google Guarantee badge expired or missing. The green checkmark requires re-verification annually. We've seen accounts where the badge fell off six months ago and nobody at the agency or the business noticed. Without it, your ad doesn't show up at all.
LSA is annoying to manage — daily disputes, monthly capacity adjustments, recurring verification. Which is why most agencies just don't. We do.
LSA isn't a 'set it and forget it' channel. It needs daily attention to work. Here's how we run it.
Daily lead disputes
Every weekday, we review every lead that came in. Wrong number, out of service area, spam, wrong job type — we dispute it with Google with the right code and a 1-2 sentence note. About 40-60% of typical service business LSA leads are disputable. When we file them right, Google credits you back AND adjusts what they send you going forward. Most accounts we take over have a 0% dispute rate. Within a month we usually have the bad-lead rate cut by half.
Weekly capacity-aware bidding
Your trucks aren't always at the same capacity. June for HVAC is different than November. Storm season for restoration is different than the dry months. We adjust LSA spend weekly — pulling back when you're maxed out (so you don't pay for leads you can't service), pushing harder when capacity is loose. Most agencies set a monthly budget once and let it ride. We treat it like a weekly cash-flow decision.
Service area & category tightening
We audit and refine which categories and ZIP codes you serve every quarter. If you're a high-end remodeler, you probably don't want 'handyman' leads — even though Google will happily send them. If you're done driving an hour for a $200 call, we tighten the radius. Small profile adjustments produce big quality improvements.
Google Guarantee status monitoring
We track your badge status, insurance verification, license expiration, and background check renewal dates. If something's coming up for re-verification we handle the paperwork proactively — not a month after the badge fell off and your leads dried up.
Response-rate optimization
Google grades you on how fast you answer LSA calls. We track your missed-call rate weekly and flag it when it's hurting you. If you need an after-hours solution we can layer in AI receptionist handling so you're not getting penalized for the 11pm emergency call you didn't catch.
Real deliverables, not vague monthly retainer activity.
Google Guarantee setup and renewal management
We handle the paperwork for initial approval — license verification, insurance verification, background checks — and keep the badge active year over year. No surprise lapses.
Daily lead review and disputes
Every business day, our team reviews every lead, files disputes on the bad ones, and tracks dispute success rates. Most accounts see bad-lead rates drop by half within 4-6 weeks of takeover.
Weekly budget recommendations tied to your capacity
Each week we look at your bookings, your dispatch board (when integrated with Jobber), and where LSA pricing is — and adjust. Push hard when leads are cheap and trucks are open. Pull back when you're maxed out.
Reporting on lead quality, not just lead count
We track every LSA lead through to booked job (when integrated with a CRM). Cost per booked job from LSA, not just cost per lead. Plus call recordings so you can hear what's coming through and how it's being handled.
Profile and category tuning every quarter
Service areas, categories, hours — we audit and adjust as your business changes. Tight profile = quality leads. Loose profile = whatever Google has lying around.
Why lsa works for local service businesses
LSA placement sits above paid search and Maps
When somebody searches for a service business, the LSA box is often the very first thing on the page — above the regular Google Ads, above the map pack, above the organic results. The visibility is real. The catch: you only get it if your profile is optimized and your response rate is good.
Pay-per-lead can beat pay-per-click — when leads are good
On a healthy LSA account with dispute discipline, the effective cost per booked job often comes in below Google Ads. The trick is that 'healthy' takes work most agencies skip.
The Google Guarantee badge is a trust signal
The green checkmark means Google verified your license, insurance, and background checks. Homeowners notice. It often closes the gap between you and the random non-LSA shop showing up nearby — purely on trust.
LSA for these trades
Common questions about lsa
LSA is pay-per-lead (you pay only when someone contacts you), shows up above regular Google Ads with a green checkmark, and requires Google Guarantee verification. Regular Google Ads is pay-per-click and runs across search and other Google properties. They serve different purposes and we usually run both — LSA for the trust placement, Google Ads for keyword-level control and the searches LSA doesn't cover.
LSA is available for most home service trades — HVAC, plumbing, electrical, roofing, garage doors, pest control, lawn care, tree services, water damage, mold remediation, locksmiths, painters, movers, and more. Some categories are still being rolled out. We'll check eligibility before we commit you to anything.
Per lead. Pricing varies by trade and market — anywhere from $20 to $150+ per lead. Pricing fluctuates with seasonal demand. We monitor it and adjust budget weekly.
Higher than Google admits. On an untuned account it's common to see 40-60% of leads being out-of-area, wrong service, spam, or wrong number. With active disputes and profile tightening, we typically cut that to 15-25% within 4-6 weeks.
Yes — LSA requires it. We handle the initial license verification, insurance verification, and background check, and we keep the badge active through annual re-verification.
Yes — and you should. They serve different purposes. LSA gets you top-of-page trust placement for general service queries. Google Ads gets you precise keyword-level control for specific high-value searches (replacement quotes, financing, etc.) that LSA isn't built for. We run both with separate strategies and report on which is producing better cost per booked job.
Google Ads
Get found when customers search for what you do. AI helps us push more of your budget toward the searches that turn into actual jobs.
Meta Ads
Reach people scrolling Facebook and Instagram. We use AI to figure out which audiences actually book — and stop spending on the ones that just scroll past.
Local SEO
Show up when people search for your trade in your city — without paying for every click. Reviews, your Google profile, and your website all work together.
Web Design
A fast website built for one thing: turning visitors into phone calls. Phone number front and center, real photos, no fluff.
Reviews
Every job you finish, we automatically ask the customer for a review. Happy ones go straight to Google. Unhappy ones come to you first.
AI Tools
AI that answers your phone after hours, follows up with people who didn't book, and listens to your calls so we know which ads bring real customers.
Want to see what your LSA account could actually produce?
Book a 20-minute call. We'll audit your current LSA setup, look at your dispute history, and show you how much of your spend is going to bad leads.
Get a free LSA audit