How to Rank Higher on Google Local Service Ads (LSA)
If you run an HVAC, plumbing, or electrical business, you’ve probably noticed that Google Local Services Ads (LSA leads) have turned into a “must-have” for getting seen at the top of search. Whether we like it or not, LSAs have become part of doing business and competing in the home service contractor world.
What Home Service Pros Really Need to Know
But here’s the part most contractors don’t know:
Google is paying attention to how you handle the leads they send you. Like really paying attention.
Many home contractor service owners feel LSAs are annoying and honestly, they’re not wrong. You used to get organic visibility for free. Now Google wants you to pay to play.
But here’s the reality:
LSAs have become table stakes.
If you’re not competing there, your competitors are and homeowners are clicking these ads first because they show up above all other types of search results. And if you are competing there, you need every ranking factor on your side.
The good news is that most of these factors are totally within your control.
What Actually Affects Your LSA Rankings (and what you can control)?
There are several things Google weighs when deciding which contractors appear at the top. Here are the big ones:
1. Reviews, Star Rating & Customer Experience
Your LSA profile and Google Business Profile act like your online reputation scoreboard.
Google looks at:
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How many reviews you have and how consistanlty you are getting them
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Your overall rating (strive for higher ratings)
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How recent those reviews are
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Whether customers describe positive experiences
A steady stream of glowing reviews isn’t just helpful, it’s essential if you want to stand out and win more customers. The stronger your reputation, the more Google trusts you with more LSA visibility.
2. Responsiveness to Customer Inquiries and Requests
- Google cares about if you anwer the calls that they are sending you from LSA.
- If your Call to Anwer Rate isn’t around 90%+ you’re ad ranking will suffer.
You absolutely MUST answer these calls!
3. Your Budget and Service Area
Budget Recommendations:
- When you intially set up your LSA profile set a competitive budget (minimum recommended is $1,500/week).
- It’s common for ads to under-serve (or not serve at all) if you opt into auto bidding with a low budget when you first set up the account.
$1,500 a week might sound like a lot, but if you don’t set a competitive budget upfront—$1,500/week is competitive in most markets—your ad won’t rank high enough to generate leads. In reality, you’ll rarely spend your full budget. It might only end up being around $1,500 per month if your ad is performing well.
The key is to start with a competitive budget and then adjust as needed.
Service Area Recommendations
- Start out using Counties vs. zip codes or cities and choose a large enough area to compete.
- We understand you might not want to drive over an hour for some leads, but you can use the “Rate Your Leads” feature (more on this below) so Google learns which areas you prefer.
- If you operate in a highly competitive city, it’s best to select at least three counties—ideally more—when setting up your targeting.
4. Rate Your Leads
- Rate the quality of leads using the “Rate this Lead” feature.
- This will give Google a better idea of the type of lead you want.
- At a minimum, rate the poor and espcially good types of leads that you get.
5. Business Hours and Availability
Businesses that are willing to answer calls and deal with inquiries 24/7 are often given priority over those with more restricted schedules.
- Your ads will only be displayed during the business hours you select when setting up your account.
- If you can stretch your office hours or arrange to have a representative answer calls late into the evening, it can have a positive impact on your ad rank and help you generate more leads.
If you can’t answer the phone, don’t run these ads outside the hours you will actaully answer the phone.
Bonus Tip
This is the “big listening ear” factor and often overlooked. Google is actually listening to these calls and you should also be listening to them espeically if your Call to Appointment Ratio isn’t higher than 75%. You’re paying for these leads and you should be setting an appointment for the majority of them.
Typically these LSA calls are not spam or poor quality leads. They are actaully new customers asking about the services that you provide! You should be setting a high ratio of appointments from them.
Google’s call-analysis AI evaluates the quality of conversations:
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Did you try to help the customer?
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Did you ask relevant questions?
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Did you attempt to book the job?
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Did the caller sound frustrated or confused?
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Did you actually answer the phone?
This is why phone-training suddenly matters more than ever. Imagine losing leads and losing LSA ranking because the phone staff isn’t prepared.
How Home Service Contractors Can Improve LSA Ranking Starting Today
Focus on the 3 R’s of Local Service Ads:
- Responsiveness (are you answering the calls and messages)
- Reviews (number and consistency of reviews)
- Radius (where you show your ads)
Here’s what you can do immediately:
Train Your Phone Staff
Make sure they know they’re not just answering calls, they’re influencing your LSA performance.
Teach them to:
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Sound warm and helpful
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Ask good diagnostic questions
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Try to book the job
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Never rush a customer
Respond to Every Lead ASAP
The faster you respond, the more Google pushes your ads.
Build a Steady Flow of Good Reviews on a Consistent Basis
Recent, detailed reviews build credibility with both customers and Google’s ranking systems.
Track How Your Team Handles LSA Calls
If you hear patterns, like long hold times or incomplete conversations, fix them fast.
The Bottom Line for Home Service HVAC, Plumbing and Electrical Contractors
Your Local Service Ad performance isn’t random. It’s driven by an auction system that rewards strong profiles, smart budgeting, and showing up at the exact moment a homeowner needs you.
When your listing is backed by Google, stacked with great reviews, and supported by quick responses, you instantly become a more trusted choice in the eyes of both the platform and the customer. And because search context matters, things like where the user is located (proximity), when they’re searching (the hours your ads show), and how closely your services match their needs all play a major role (services you select to offer).
When you align all three—quality, spend, and timing—you give your business the best chance to rise to the top and win more jobs.
Ready to Improve Your LSA Lead Flow?
Call LeadsNearby at 919-758-8420 to learn more or contact us online with any additional questions. We’re ready to help!
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