Maximizing Your Success With Google Local Services Ads
Key Insights for Stronger LSA Performance
Google Local Services Ads (LSAs) can be a powerful way to generate high-quality leads—but success depends on more than just turning them on. We’re actively optimizing your campaigns, but there are key factors you should keep in mind to get the best results.
Top Factors for LSA Success
Radius, Reviews & Responsiveness – Your visibility in LSAs is heavily influenced by your location in proximity to the customer, your review profile, and how quickly you respond to leads. The faster you engage with inquiries, the better your performance.
Tracking & Reporting Challenges – Unlike Google Ads, LSAs don’t allow third-party tracking numbers or landing pages. This means lead and conversion data must be pulled directly from Google, and tracking beyond their system is limited. To help with this, we are able to add a widget to your HALSTEAD reporting dashboard that pulls data from Google so that you can see your total LSA leads alongside your other reporting metrics.
Optimizing for Better Results – We regularly adjust service areas, test different job types, and monitor impression share in comparison to your competitors to improve your LSA performance. If you’re a 24/7 business, testing after-hours availability may increase leads.
Review Quality Matters – Having the most reviews isn't as important as having high-quality reviews compared to your competitors. That said, consistently receiving reviews from your customers is the best way to maintain a strong average review score. Focus on building authentic, positive customer feedback to improve your ranking.
Lead Qualification & Delivery – To ensure only the most relevant leads reach you, we set up conditional logic in lead generation forms based on your criteria. This helps filter out unqualified inquiries before they reach your inbox.
Understanding the Setup and Approval Process
We know that when you sign up for LSAs, you're eager to get started. However, there are a few important setup and approval steps to complete. While these steps may feel like a hassle, they are essential for earning the coveted Google Guarantee badge.
If you're new to LSAs, you’ve likely encountered the background check process, which takes at least three weeks to complete. Background checks are conducted by a third-party company, not Google, which means processing times are beyond our control. While we proactively follow up, we cannot expedite the background check—but we’ll guide you through submitting the necessary documents to help prevent delays.
Documentation Required for Background Checks
To participate in Google's Local Services Ads (LSAs) program, businesses must undergo a comprehensive background check process to ensure trustworthiness and compliance with industry standards. The specific documentation required can vary based on the business category and location, but generally includes:
Business Registration and Licensing: Submission of valid business licenses and any necessary professional licenses to verify legal operation within your industry and region.
Proof of Insurance: Provision of current insurance documents, such as general liability or professional liability insurance, to confirm adequate coverage for business operations.
Background Checks for Business Owners and Field Agents: Completion of background checks for all business owners and employees who interact directly with customers, ensuring a safe and reliable service environment.
Identity Verification: Submission of official identification documents, such as driver's licenses or passports, to confirm the identities of business owners and relevant personnel.
If you have any questions about LSAs, lead tracking, or how to improve performance, reach out to your project manager—we’re here to help.
Until Next Friday,
Lauren Cullnan
Director of Client Happiness and Project Management
