Pay per qualified call. Not per click.
Google Local Services Ads sit above paid search and above the map pack. You pay only when a real potential customer calls or messages — and only when the lead matches the job you're set up to do. It's Google's most cost-effective ad unit for service-area businesses, with two requirements most agencies won't handle: Google Guarantee verification and a disciplined lead-dispute process that claws back 25–30% of cost every month.
Get verified. Rank. Dispute.
LSA has three quiet superpowers that most agencies never push — the Google Guarantee badge that outranks organic, the review profile that decides ranking, and the dispute process that claws back refunds on leads that didn't qualify. We run all three. Most clients run LSA alongside Google Ads so that Search, PMax, and LSA all share the same AI follow-up infrastructure.
Google Guarantee
Background check, license verification, insurance confirmation — handled start to finish so your badge ships in under 30 days. Without the badge, you don't rank.
ELIGIBLE · HVAC, plumbing, roofing, legal, dental, more
Review gating
LSA ranking is review-weighted — review count, recency, rating average. We wire a post-job review request with AI-generated personalization that typically doubles review velocity in the first 60 days.
TARGET · 15–25 new reviews / month
Dispute handling
Wrong service, spam, price shopping, outside service area — every disputable lead flagged within Google's 30-day window and submitted with the right category code. Most agencies don't bother; we treat it as a core workflow.
TYPICAL REFUND · 25–30% of monthly spend
Full-service. Start to refund.
LSA is deceptively hands-on — quality fluctuations, dispute quotas, profile-photo rules Google updates quarterly. We run the whole thing so you don't have to learn any of it.
Verification
Background check, license filing, insurance certificate — all handled through our Google account manager relationships. Your compliance team just counter-signs.
Profile optimization
Photos, service list, hours, service area — tuned to the ranking model Google won't document but we've reverse-engineered across 100+ accounts.
Bid management
Max-per-lead bidding for volume, Preferred Provider placement when the math works. Weekly adjustments based on dispute outcomes.
Review operations
Automated post-job review requests, templated-but-personal response to every review, flagging of suspicious 1-stars for removal.
Dispute queue
Every lead listened to or transcribed. Disputable ones submitted with evidence inside the 30-day window. You approve; we file.
AI follow-up
Missed LSA calls picked up by an AI Agent in 30 seconds. LSA ranking punishes missed calls; this prevents the decay and protects the top spot.
LSA pairs well with Search Ads for non-LSA-eligible queries and with retargeting for everyone who clicked but didn't call. Or bundle everything as The LeadFlow System.
Straight answers.
The six questions we actually get on every LSA eligibility call.
Do I qualify for LSA?
If you're a licensed business in one of Google's LSA categories — home services (HVAC, roofing, plumbing, electrical, pest, cleaning, etc.), legal, dental, beauty, and a growing list — you probably qualify. The requirements: active license, general liability insurance, and clean background check for all field workers. We audit eligibility on the first call.
How is this different from your Google Ads service?
Different ad unit, different pricing model. Google Ads (Search, PMax, etc.) is pay-per-click. LSA is pay-per-lead with a verification badge that ranks you above all paid search. Most clients run both because LSA only covers specific query patterns — everything else needs Search Ads.
How does the dispute process work?
Google gives you a 30-day window to dispute any lead that was spam, outside service area, wrong service type, or price shopping without intent to book. We listen to every call or review the transcript, categorize, and submit disputes with evidence. Typical refund rate across our client base: 25–30% of monthly spend.
Why do I need AI follow-up for LSA?
LSA ranking factors in answered-call rate. Miss 3–5 calls in a week and your rank drops noticeably. With an AI Agent picking up missed calls in under 30 seconds, your answered-call rate stays at 100% and the ranking stays stable. It's the single biggest lever non-AI-equipped competitors are missing.
How long does verification take?
14 days on the low end, 30 days typical, 45 days for complex multi-license setups. Google does the background checks through a third-party vendor; we handle the paperwork and keep it unstuck when it gets stuck (it often does).
Can I run LSA + Google Ads together?
Yes, and you should. LSA handles the high-intent service-area queries that match your verified categories; Google Ads fills everything else — brand, competitor, non-LSA-eligible long-tail. Running both with a shared AI follow-up layer is how we hit sub-$40 cost per booked call for most home-services clients.
Can you rank above the map pack?
Share your business type and service area. We'll confirm LSA eligibility, estimate your cost-per-qualified-lead, and show you what the verification timeline looks like.