Google LSA Strategy Session [Webinar Recap]

We recently hosted a webinar on maximizing Google LSA success with Sam Preston, CEO of Service Scalers and Google LSA expert. Check the recap below!

Read on for the skim-friendly recap. 

Watch the webinar recording here.

The speakers

Kristen McCormick: Head of Marketing at Hatch, an AI powered customer contact platform that enables businesses to scale the 1:1 conversations across the customer journey that drive revenue.

Sam Preston: CEO at Service Scalers, a no-fluff marketing agency that builds scalable, high-quality lead-generation systems—via PPC, Local Service Ads, SEO, and web design—to help service businesses grow faster without the stress.

Resources shared in this webinar

• Free guide on Google LSA's new "Request Competitive Quotes" feature. Get it here.
• Service Scalers: 1 month free LSA management, or 3 months free with an additional service. Contact ethan@servicescalers.com
• Hatch: Direct Google LSA integration to automate responses to message leads, plus AI agents to handle after hours calls and messages

Webinar recap

1. What are Local Service Ads (LSAs)?

• LSAs appear at the very top of Google search results for service-based queries (e.g., “roofers near me”).
• They’re pay-per-lead, not pay-per-click, and require a verified service profile and licensing to participate.
• Ranking factors include:
  
  
  • Review quantity & quality
  • Response rate & speed
  • Booking activity
  • Lead management consistency
    
    

2. Key differences: LSA vs. Google Ads

3. Optimizing Your LSA Profile

1. Services: Select all profitable services you can deliver; remove unprofitable ones to avoid bad leads.
   Locations: Target as many ZIP codes/cities/counties as possible for reach.
2. Hours: Keep your hours open as much as possible; pair with automation (like Hatch) for after-hours response.
3. Photos & profile updates: Upload regularly to show activity.
4. GBP integration: Keep your Google Business Profile updated; LSA & GBP influence each other.

4. Lead management best practices

• Respond fast: Google shows your average response time on your listing; aim for <15 minutes.
• Rate every lead: Mark good leads booked; flag bad leads to train Google’s system. 
• Disputes: Google removed the easy “Dispute” button; disputes now require working with a Google rep.Track invalid leads and be proactive in requesting credits.
• Close the loop: Phone call → Appointment → Closed deal → Review request. Consistency here boosts LSA trust & ranking.

5. Budgeting & bidding tips

• Set your budget higher than your target spend to show Google you’re ready to scale.
• Example: Target $5K? Set $7K–$10K, then pull back if needed.
• Don’t set unrealistically high bids (e.g., $100K when you mean $5K).

6. New feature: “Get Competitive Quotes”

• Lets consumers request quotes from 4 businesses at once via message.
• Selection favors:
  • Fast responders (<15 min)
  • Businesses with strong recent reviews
• Action steps:
  • Turn on message leads in settings to be eligible for Competitive Quotes.
  • Build rapid-response workflows (automation or live).
  • Check lead details to see if the lead came in through this feature.
  • Prepare for higher competition on shared leads.

7.  New feature: Google AI Mode

• Google is integrating AI into search results.
• Currently favors organic results, but LSAs will likely be included later.
• Reviews will be a key ranking factor in AI search filtering (e.g., “find affordable local companies”).
• Action: Optimize website/GBP/reviews for terms like “affordable,” “family-owned,” etc., if relevant.
  
  

Watch the webinar recording here

Q&A

Q: We actively manage LSA, respond quickly, rate leads, have 2K+ reviews, and a high budget. Why is our top impression rate dropping?
If all best practices are in place, it may be an account-specific or backend issue. Work directly with a Google rep to investigate, or hire an outside consultant for a fresh look.

Q: Is it better to target zip codes, cities, or counties?
Go broad at first—cover as much area as possible—then refine. Zip codes often work well.

Q: Can I put most of my budget toward a new zip code?
Not directly. You can create a separate LSA profile tied to a different GBP, but avoid overlapping service areas.

Q: Can we modify LSA lead forms to ensure consent for phone/text outreach?
Can’t give legal advice, but generally large platforms like Google build compliance in. To be certain, confirm wording with Google directly.

Q: Do reviews from multiple GBPs help each other?
For LSA, only the GBP tied to that LSA benefits. Long-term, Google AI search may aggregate reviews if profiles are clearly related.

Q: If my set budget is much higher than my actual spend, will it hurt performance?
No, unless the gap is extreme. Slightly over-targeting (e.g., $5K goal with $7K budget) is fine.

Q: Can you still dispute bad leads?
The in-platform dispute button is gone. You can request disputes via a Google rep, especially for clear mismatches.

Q: Should we use AI to answer calls after hours?
Yes—it’s better than missing leads entirely. Hatch Voice AI can handle inquiries and capture info when no one’s available.

Q: How does Google pick the 4 businesses for Competitive Quotes?
Responders under 15 minutes have priority, then businesses with recent, strong reviews.

Q: Our policy is no quotes until onsite. Will that hurt us in AI mode or LSA?
You can still position yourself as “competitive” or “affordable” without giving exact numbers. Reviews mentioning pricing help.

Q: In Competitive Quotes, do all four businesses pay for the lead?
Likely yes—Google may charge each at a slightly lower rate. Could be adjusted over time if quality drops.

Q: Will shared leads be cheaper?
Unknown; Google hasn’t confirmed.

Q: Will Google AI mode remove PE-owned companies if I ask for “local”?
Yes, if Google can identify ownership. Big brands are easier to filter than those with hidden ownership.

Q: If we don’t list pricing, will we lose out in AI search?
Not necessarily—Google also uses review language like “affordable” or “fairly priced.”

Q: Any success with “Direct Business Search”?
Not enough data to give a confident answer.

Q: How to get a credit for bad leads when LSA charges for jobs we don’t offer?
Track them, rate appropriately, and work through a Google rep—especially if it’s a recurring issue.

Q: Is live answering better than AI?
We of course wish we could answer every phone with a human being. But it's just not realistic. So it's a great backup system for overflow and after hours.

Q: Can we change the email where message leads go?
Should be possible by updating the account’s email, though Google support may say otherwise.

Q: Is it a problem if answering services put people on hold for 1–2 minutes?
Yes—most hang up quickly. AI or trained internal teams may be better.

Q: Should I have separate LSA campaigns for each GBP? Can areas overlap?
Yes, separate campaigns per GBP, but no overlapping service areas—it can hurt performance and violate policy.

Want to learn more?

• Hatch customers, reach out to your Account Manager here.
• Non-Hatch customers, you can book a demo with us here.
  
• Learn more about Service Scalers here.
  

For past and upcoming Hatch webinars, check out our webinar page!