Local Service Ads
How to Guide: Setting Up and Managing Google’s Local Service Ads (LSAs) for Deck Builders
Google’s Local Service Ads (LSAs) are another way for deck builders to generate high-quality leads by appearing at the top of Google search results when potential customers look for services in their area. Unlike traditional Google Ads, LSAs work on a pay-per-lead basis rather than pay-per-click, meaning you only pay when a potential client reaches out to you.
At Deck Builder Marketers, we help optimize your LSA campaigns for better performance, but you are responsible for setting up the account, submitting necessary documentation, funding it, and managing approvals. Here’s a step-by-step guide to get started.
Step 1: Creating Your Google Local Services Ads Account
- Go to Google LSAs Portal: Visit Google Local Services Ads and click "Get Started."
- Check Eligibility: Google LSAs are available for home service businesses in select locations. Enter your business details to confirm eligibility.
- Set Up Your Business Profile:
- Business Name (must match your Google Business Profile)
- Service Category (Deck Builder or General Contractor)
- Service Area (Select the cities/counties you serve)
- Business Hours
- Contact Information
🚨 Tip: Make sure your contact information includes your business phone number. If you are a Sales Jumpstart user, please note that a Twilio tracking number cannot be used. Inbound leads will go directly to your business line.
Step 2: Verification & Documentation Submission
Google requires businesses to be verified before LSAs go live. You will need to submit:
- Business License: A valid contractor’s license (if required in your state).
- General Liability Insurance: A copy of your insurance policy.
- Background Checks: Some service categories require business owners and employees to complete a background check.
🚨 Tip: Ensure your Google Business Profile is complete and accurate, as it directly affects your LSA performance.
Step 3: Setting Your Budget
- LSAs run on a pay-per-lead model, meaning you pay for valid customer inquiries (calls or messages).
- Google provides a recommended weekly budget based on competition in your area. You can adjust it anytime.
- The more you spend, the more leads you can generate.
Step 4: Account Approval & Activation
- Google will review your documentation and background checks. This process can take a few days to a few weeks.
- Once approved, add a payment method and fund your account to start running LSAs.
Step 5: Managing & Optimizing Your LSAs
At this point, Deck Builder Marketers steps in!
Once your account is active, you can delegate account access to us so we can:
✅ Optimize your profile and service areas
✅ Manage ad bidding and budget recommendations
✅ Improve lead quality through keyword and location targeting
✅ Track performance and suggest improvements
📌 To delegate access:
- Log into your Google LSA dashboard
- Navigate to Settings > Users
- Add deckbuildermarketer@gmail.com as a manager
- Notify your Account Manager
LSAs vs. Google Ads: What’s the Difference?
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Feature
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Google Local Services Ads (LSAs)
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Google Ads (PPC)
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Billing
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Pay-per-lead
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Pay-per-click
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Placement
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Top of Google search results
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Below LSAs and in search/display network
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Targeting
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Local service area
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Keywords and audience selection
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Lead Quality
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High (customers must confirm they need service)
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Varies (some clicks may not convert)
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Google Guarantee
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Yes (eligible businesses receive a "Google Guaranteed" badge)
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No guarantee
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Budgeting
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Weekly budget
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Daily budget
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🔹 LSAs are ideal for deck builders looking for direct customer calls and messages.
🔹 Google Ads work well for broader marketing strategies like website traffic, branding, and retargeting.
Final Tips for Success
✅ Respond Quickly – Google ranks LSAs based on response time, so answer calls and messages fast.
✅ Actively Rate Leads – So Google can learn what leads are desired and undesired
✅ Gather Google Reviews – LSAs with strong Google Reviews perform better. Ask satisfied customers to leave feedback.
✅ Adjust Budget Based on Performance – Increase spending when demand is high and lower it when needed.
✅ Track & Optimize – Work with DBM to fine-tune performance, minimize wasted leads, and improve ROI.
✅ Dispute Unqualified Leads – Google allows you to dispute calls and leads that don’t meet the criteria for valid charges.
How to Dispute Calls and Claims on Google LSAs
Not every lead you receive through LSAs will be valid. Google lets you dispute certain types of calls and messages so you don’t get charged for irrelevant or fraudulent leads.
You can dispute a lead if:
❌ The caller was spam or a solicitation
❌ The inquiry was outside your service area
❌ The request was for a service you don’t offer
❌ The caller didn’t intend to hire a pro (e.g., wrong number)
❌ The lead was a duplicate
Steps to Dispute a Lead in Google LSAs:
1️⃣ Log into your Google Local Services Ads Dashboard
2️⃣ Click on "Leads" in the left-hand menu
3️⃣ Find the lead you want to dispute
4️⃣ Click on "Dispute" (next to the lead)
5️⃣ Select the reason for the dispute and submit
Google typically reviews disputes within a few business days, and if approved, you’ll receive a credit for the disputed lead.
🚨 Pro Tip: Keep track of disputed leads and responses. If a claim is denied but you believe it’s invalid, you can appeal the decision through Google’s support.