Introduction: Why Google Local Services Ads Matter

If you’re running a trade business—whether you’re a contractor, electrician, plumber, or HVAC specialist—getting calls from potential clients is the lifeline of your business. Google Local Services Ads (LSAs) put your business at the very top of search results, making it easy for customers to find and call you directly. But just being listed isn’t enough—you need to optimize your ads to ensure you’re getting as many calls as possible. In this guide, we’ll break down the best strategies to maximize your Google LSA performance and turn clicks into real customers.

1. Make Sure You’re Google Guaranteed

One of the biggest advantages of LSAs is the Google Guarantee badge. This badge increases trust and gives potential customers confidence in your services. To get it:

• Complete Google’s background check.

• Verify your business license and insurance.

• Maintain a strong reputation with positive customer reviews.

With the Google Guarantee in place, your business will stand out in search results, leading to more clicks and calls.

2. Optimize Your Profile for Maximum Visibility

Your LSA profile acts as your first impression, so make sure it's fully optimized:

• Accurate Business Information: Ensure your business name, service areas, and contact details are correct.

• Service Categories: Select all relevant services to show up for more searches.

• Business Hours: Set extended hours if possible—ads will only show when you’re available.

A fully completed profile signals to Google that you’re a reliable business, helping you rank higher in searches.

3. Get More (and Better) Reviews

Customer reviews play a huge role in LSAs. Google prioritizes businesses with high ratings, so encourage satisfied customers to leave reviews.

• Request reviews after every job by sending a follow-up email or text.

• Respond to all reviews (positive and negative) to show engagement.

• Consistently provide great service to naturally earn five-star ratings.

The more high-quality reviews you have, the better your ranking—and the more calls you’ll receive.

4. Set a Competitive Budget to Dominate Your Market

Google LSAs operate on a pay-per-lead model, so your budget directly impacts how often your ad is shown.

• Increase your budget to get more exposure in competitive markets.

• Monitor your cost per lead (CPL) to ensure profitability.

• Pause underperforming services to focus on the most profitable ones.

A well-managed budget ensures you get the most out of your advertising dollars.

5. Respond to Leads Quickly to Win More Jobs

When a potential client contacts you through LSAs, speed matters.

• Answer every call immediately—customers often go with the first available business.

• Reply to messages within minutes to show professionalism.

• Use the Google Local Services app to manage leads on the go.

The faster you respond, the more likely you are to win the job.

6. Use Call Tracking and Analytics to Improve Results

Google LSAs provide call tracking, allowing you to analyze your leads.

• Listen to recorded calls to improve customer interactions.

• Identify peak call times and adjust your budget accordingly.

• Track conversion rates to understand which leads turn into paying clients.

By using data-driven insights, you can refine your strategy and maximize your return on investment.

7. Keep Your Ad Rating High to Stay on Top

Google uses a combination of factors to determine your LSA ranking, including:

• Response rate (how quickly you engage with leads).

• Customer reviews and ratings (higher ratings improve visibility).

• Ad relevance (make sure your services align with what customers are searching for).

By staying active and engaged with your ads, you’ll maintain a strong ranking and attract more calls.

Conclusion: Take Control of Your Local Leads

Google Local Services Ads are one of the most effective ways to generate leads for your trade business. By getting Google Guaranteed, optimizing your profile, collecting reviews, setting the right budget, and responding quickly to leads, you can significantly increase your call volume and book more jobs.

Want to ensure your LSAs are fully optimized? Let BUILT handle it for you!