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How to set up Google LSAs (and why they are so important)

  • James Drake
  • Aug 20
  • 2 min read

Local Services Ads (LSAs) are Google’s “pay-per-lead” system for home service businesses. Unlike Google Ads where you pay per click, with LSAs you pay only when a customer actually contacts you through the ad. They are cheaper than PPC and a perfect fit for plumbers, electricians, HVAC, roofing and more! They sit above the standard search ads in Google, so visibility is huge.


Here’s how you work with them step by step:


  1. Apply & Get Google Screened


  • Go to the Google Local Services Ads signup.

  • Google requires a background check, license verification, and insurance verification.

  • Once approved, you’ll get the Google Screened or Google Guaranteed badge. That badge massively boosts trust.

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  1. Set Up Service Categories & Zip Codes


  • Choose exactly which services you want leads for (e.g., roof repair, full replacement, gutter install).

  • Define your service area by zip code or city. This is where most companies screw up—if you pick too wide, you burn budget on low-quality leads.


  1. Set Your Weekly Budget


  • You set a weekly lead budget, not a daily click budget. Example: $1,500/week.

  • Google will estimate how many leads you’ll get. Costs vary, but roofing LSAs often run $80–$150 per lead in competitive markets like Colorado.


  1. Optimize Your Profile


  • Upload photos of your team, vehicles, jobs completed.

  • Write a strong business bio (e.g., “Serving Denver homeowners for 20+ years. Licensed & insured. Roof replacement specialists.”)

  • Add as many real reviews as possible—reviews impact ranking way more than budget in LSAs.


  1. Respond Fast


  • LSA ranking depends heavily on responsiveness.

  • If you let calls go to voicemail or don’t reply to leads, your ad gets throttled down.

  • Best practice: answer within 15 seconds or call back within 5 minutes.


6. Dispute Bad Leads


  • Google allows you to dispute irrelevant or junk leads (wrong service type, wrong location, spam).

  • If approved, you get credited back. Most companies don’t bother, but it saves thousands over time.


  1. Track ROI


  • Each lead can be marked booked, scheduled, or declined inside the dashboard.

  • Connect LSA to your CRM so you know real ROI.


👉 Bottom line:

If you’re in roofing, HVAC, plumbing, or electrical in Colorado and you’re not running LSAs, you’re leaving money on the table. They’re one of the highest-converting, lowest-waste ad platforms for home service businesses right now.


At Front Range Momentum, we help Colorado home service businesses turn clicks into calls and calls into booked jobs. More calls. More jobs. More momentum.

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