Local Services Ads represent Google's premium ad format for local service businesses, appearing at the very top of search results with a "Google Screened" or "Google Guaranteed" badge. This workflow walks you through the complete setup process, from initial account creation through optimization for maximum lead generation. By the end, you'll have a fully verified LSA account generating qualified leads for your service business.
The process involves rigorous verification requirements including background checks, license verification, and insurance documentation, but the payoff is significant - LSA leads typically convert 30-50% higher than standard Google Ads due to the trust factor of Google's backing.
What You'll Need
Before starting, ensure you have: a Google account, current business license and insurance certificates, payment method for background check fees ($50-100), business bank account information, and at least 3 customer references with contact details. Your business must operate in an LSA-eligible service category like HVAC, plumbing, electrical, legal, or home services.
Step 1: Complete LSA Account Setup and Business Verification
Time: 45 minutes | Tool: Google Local Services Ads Navigate to ads.google.com/local-services and click "Get Started." Select your business category from the dropdown - be specific as this affects your verification requirements and available features. Enter your business name exactly as it appears on your Google Business Profile to ensure consistency. Upload your business license, general liability insurance certificate (minimum $1M coverage), and any required professional certifications. The system will flag any missing documents immediately. For home service businesses, you'll also need to provide worker's compensation insurance if you have employees. Use high-resolution, color scans - blurry or partial documents will delay approval by 1-2 weeks. Complete the background check process for yourself and any employees who will interact with customers. This involves submitting driver's license information and paying the verification fee. Google partners with third-party services for this step, so expect 3-5 business days for completion.
Step 2: Optimize Service Area and Keyword Targeting with Local Falcon
Time: 30 minutes | Tool: Local Falcon Open Local Falcon and enter your business address along with your primary service keywords (e.g., "emergency plumber," "divorce lawyer"). Run a local rank tracking report to identify the geographic areas where you already have visibility. This data will inform your LSA service area setup. Based on the Local Falcon heat map, set your LSA service radius conservatively - start with areas where you rank in positions 1-10 organically. In the LSA dashboard, navigate to "Service Areas" and draw your initial coverage zone. Avoid over-extending initially as this dilutes your budget across less-qualified leads. Note which nearby cities and neighborhoods show strong organic visibility but weak LSA competition. These represent expansion opportunities for month two of your campaign. Screenshot the Local Falcon results to reference during monthly optimization reviews.
Step 3: Configure Service Offerings and Pricing Strategy
Time: 40 minutes | Tool: ChatGPT Create a ChatGPT prompt: "I'm setting up Local Services Ads for my [business type] serving [location]. Help me categorize my services into LSA subcategories and write compelling 150-character service descriptions that emphasize emergency availability, licensed expertise, and local focus." Review Google's predefined service categories for your business type and map your offerings accordingly. For each service, enable the ones that generate your highest-margin work. If you're a plumber, prioritize "Emergency Plumbing" and "Water Heater Repair" over basic maintenance if those drive better profits. Set your weekly budget starting at 2-3x your current weekly Google Ads spend for local searches. LSA operates on a pay-per-lead model, not pay-per-click, so budget management differs significantly from traditional PPC. In the LSA dashboard, navigate to "Budget & Billing" and set automated weekly budget adjustments based on lead volume - this prevents overspending during high-demand periods like emergencies or seasonal rushes.
Step 4: Implement Lead Response Automation and Tracking
Time: 50 minutes | Tool: BrightLocal Connect your LSA account to BrightLocal's reputation management platform to track lead sources and automate follow-up sequences. In BrightLocal, navigate to "Integrations" and select "Google Local Services." Enter your LSA account credentials to sync lead data. Set up automated SMS responses for incoming LSA leads - Google penalizes businesses with response times over 5 minutes. Configure BrightLocal to send immediate acknowledgment texts like "Thanks for contacting [Business Name]! We received your request and will call you within 10 minutes. For emergencies, call [phone] directly." Create lead scoring rules based on job type, location, and customer details. High-value leads (emergency services, premium locations, detailed project descriptions) should trigger immediate phone calls, while routine inquiries can follow standard email sequences. Configure BrightLocal to tag leads from specific zip codes or service types for priority handling.
Step 5: Generate Service Descriptions and Reviews Strategy
Time: 35 minutes | Tool: ChatGPT Use ChatGPT to create compelling service descriptions that maximize click-through rates. Prompt: "Write 5 variations of 150-character LSA service descriptions for [specific service] that emphasize [unique selling points]. Include power words like 'licensed,' 'insured,' 'emergency,' and location-specific terms." Review your existing Google reviews and identify common praise themes. If customers frequently mention "prompt response" or "fair pricing," incorporate these phrases into your LSA profile. Use ChatGPT to rewrite service descriptions that mirror your review language while staying within character limits. Set up a review generation sequence for completed LSA jobs. In your LSA dashboard, enable the automatic review request feature that sends Google review invitations 24 hours after marking a lead as "job completed." Monitor your review response rate - LSA performance heavily weights recent review volume and average rating, so maintaining a steady flow of positive reviews directly impacts lead volume.
Common Pitfalls
- Setting service areas too broadly initially, which dilutes budget across unqualified leads from distant locations
- Neglecting the 5-minute response time requirement, leading to Google penalizing your account with reduced lead flow
- Using generic service descriptions instead of location-specific, benefit-focused copy that differentiates from competitors
- Failing to properly categorize leads in the LSA dashboard, which prevents Google's machine learning from optimizing delivery
Expected Results
A properly configured LSA account should generate 15-30 qualified leads per week within the first month, with lead costs ranging from $20-150 depending on your service category and market competition. Expect a 7-14 day delay between setup completion and full lead flow as Google's algorithm learns your conversion patterns. Track response time, booking rate, and customer lifetime value to optimize budget allocation across service categories and geographic areas.