What’s the Fastest Way to Improve LSA Performance Today?
Answer every call, log outcomes in your dashboard the same day, and max out your profile settings. This single habit improves your quality score and gets your phone ringing faster.
From Honeypot to Headache: Amanda Joyce of Elevation Marketing Shares the Top LSA Mistakes Contractors Can’t Afford.
Google Local Service Ads (LSAs)—also called local Google ads or Google Guaranteed ads—are one of the most effective pay-per-lead platforms for contractors. But they’re no longer a hidden goldmine where you can just “turn them on” and wait for the calls to roll in. The platform is more competitive, stricter, and less forgiving of mistakes than ever before.
If you want to maximize ROI and keep leads flowing, you need more than the basics. Here’s your advanced playbook—tested in some of the toughest markets—to help contractors win with LSAs.
New to LSAs? Start with our beginner’s guide to Google Local Service Ads for contractors before diving into this playbook.
👉 Care to Listen Instead? This post is inspired by our Trade Secrets podcast episode on Google Local Service Ads.
Make Google Business Profile Your Foundation
Since January, contractors can’t run Google Local Service Ads without an active Google Business Profile (GBP). Reviews now flow between GBP and LSA, meaning:
- Keep review requests consistent and reply with your company name + service keywords.
- Respond quickly using your company name and services for SEO value.
- Keep photos, hours, and addresses synced across both profiles.
Example: A roofing contractor saw call volume rebound after syncing reviews between GBP and LSA that had been mismatched.
Choose Categories and Highlights Strategically
Your visibility hinges on the categories and highlights you select.
- Pick the right categories: roofing, plumbing, HVAC, electrical—whatever’s licensed in your municipality.
- Use all six highlights per category: “locally owned,” “family owned,” “warranties,” etc.
- Spy competitors: check which highlights they’ve enabled and mirror the ones Google seems to reward.
Max Out Photos, Hours, and Messaging Settings
Google wants signs of a real business.
- Photos: Upload until you hit the cap. Show branded trucks, crew in logo gear, and real jobsites.
- Hours: Only run 24/7 if you have an answering service. Missed calls kill rankings.
- Messaging: Accept messages only if you can respond within minutes. Turn off “instant quotes” if Google’s AI asks irrelevant questions.
Budget and Bid Aggressively
Think aggressively.
- Budget: Set a high weekly cap—even if you’ll only spend a fraction. It signals seriousness to Google.
- Bidding: Test both max bid and manual. In competitive markets, offering $200 per lead can move you ahead.
- Focus on cost per booked job, not just cost per lead.
Never Miss a Call (and Recover Fast if You Do)
A single missed call can sink performance. Recovery steps:
- Check the “not charged” tab for missed calls.
- Log all details in the dashboard—customer name, job type, booked/not booked.
- Surge reviews to counterbalance lost quality score.
- If all else fails after months, create a new LSA profile.
Listen to Calls for QA and Content Ideas
Don’t just dispute bad leads—mine calls for insights.
- Coach admins who miss opportunities.
- Spot recurring pain points (e.g., storm damage, deck repairs).
- Turn those themes into new blog posts or service pages.
Call LSA Support to Push Updates Faster
Don’t wait days for verification. Call 844-263-9884 to push insurance or license updates live the same day. Pro tip: always keep copies of licenses handy for re-upload.
Feed the Google Machine Consistently
Google rewards responsiveness. That means:
- Enter lead details in real time.
- Update outcomes after jobs close.
- Continuously add reviews, photos, and highlights.
This isn’t a “set it and forget it” channel—LSA performance favors businesses that stay engaged.
Why Partner With Elevation Marketing
At Elevation Marketing, we’ve managed over $100,000 in LSA spend nationwide this year alone. We help contractors:
- Set up and optimize GLSA accounts.
- Monitor calls, dispute junk leads, and coach admins.
- Recover from missed calls with proven playbooks.
As a veteran- and woman-owned Google Partner, we don’t gamble with your budget—we maximize every dollar for real booked jobs.
Ready to Maximize Your Local Google Ads?
LSAs are still one of the best pay-per-lead opportunities in contracting—if you know how to play by Google’s rules. Stop wasting money on missed calls and untracked leads.
