Local & Concierge Services · Google & LSAs
Google Ads & LSAs for local services
Search catches local-service demand at the moment of need — someone typing the service plus “near me” with intent to book. Local Service Ads and high-intent search put the business at the top, pay-per-lead, backed by reviews.
What I audit in the first 30 days
Same order every time — each step depends on the one before it.
Conversion signal
Are calls over a real threshold and booking-form submissions the conversions — or every 3-second dial? Clean signal is what separates a profitable local account from an expensive one.
LSA eligibility & disputes
Google Screened status, budget pacing, and whether junk leads are being disputed. Un-disputed bad LSA leads quietly inflate cost per booked job.
Geo and query waste
Presence-based radius that matches service area, and a search-terms report cleaned of DIY, jobs, and out-of-area queries.
The playbook
The levers that consistently move these accounts, roughly in order of impact.
Get Google Screened
LSAs sit above the paid ads, charge per lead, and carry the trust badge — the top of the local surface, and the cheapest qualified volume most local businesses never claim.
High-intent search, tightly negatived
Service-plus-“near me” queries with an aggressive negative list, so budget stays on people ready to book, not researchers.
Built around the phone and the form
Call assets, call tracking with recordings, and a booking form — because local-service leads convert on the phone and the calendar, not a homepage.
Dispute every junk LSA lead
Wrong service, out of area, spam — Google credits disputed leads, but only if you file them. A weekly habit meaningfully cuts cost per booked job.
Reviews feed the whole surface
LSA ranking and paid-click conversion both lean on reviews. A steady review engine makes every other dollar work harder.
The benchmarks I hold to
| Benchmark | Typical range |
|---|---|
| LSA cost per lead | $25 – $90 |
| Search cost per lead | $40 – $150 |
| Call share of leads | 50 – 70% |
| Disputable LSA leads | 10 – 20% |
Run this in your shop
If bays are empty while the phone rings, the leak is measurable — and fixable.