Local Services Ads Approved But No Leads: The Diagnosis Checklist

You passed the background check. You got the green checkmark badge. You set your budget.

And... silence.

Local Services Ads (LSA) are the most powerful lead source for home services because they appear above the maps and above PPC ads. But the LSA algorithm is ruthless. It demands high performance.

If you aren't getting calls, one of these levers is broken.

The 4 Levers of LSA Ranking

1. Responsiveness (The #1 Factor)

Google measures how many calls you answer and how fast you reply to messages.

• The Metric: Answer Rate.
• The Fix: You must answer 90%+ of LSA calls. If you miss one, call back immediately. If you consistently let them go to voicemail, Google will hide your ad to protect the user experience.

2. Capacity (Budget)

LSA works on a "Target Weekly Spend."

• The Trap: Setting a budget for $200/week when a lead costs $50. That's only 4 leads. Google will only show you for a few hours.
• The Fix: artificially inflate your budget. Set it to "Maximize Leads" (even if the number looks scary). LSA rarely spends the max cap, but opening the gate signals you are ready for volume.

3. Proximity

Just like Maps, LSA favors businesses close to the searcher.

• The Fix: Ensure your "Service Areas" generally match your verified address. Expanding to a city 50 miles away usually yields zero impressions unless you open a branch there.

4. Reviews

LSA pulls reviews from your Google Business Profile.

• The Fix: If you are a 3.8 star business and your competitor is a 4.9, they get the click. LSA is a trust game. Get more reviews.

The "Zombie" Profile Check

Sometimes your profile looks active, but it is effectively dead.

1. Check "Profile & Budget": Is the toggle actually ON? (Sounds stupid, but check it).
2. Check Bidding Mode: Are you on "Max Leads" or "Max Bid"? "Max Leads" lets Google automated bidding work. "Max Bid" might be set family too low (e.g., bidding $20 when the market rate is $60).
3. Check Photo Verification: Did your insurance expire? LSA will pause you instantly if your COI (Certificate of Insurance) is out of date.

The Dispute Trap

You pay per lead. If a lead is spam, you can dispute it to get a credit.

• Warning: If you dispute 50% of your leads, Google thinks you are difficult or your service is bad. They will lower your rank. Only dispute truly invalid leads (solicitors, wrong geo). Do not dispute "Price Shoppers."

Verification Checklist

• App Installed: Do you have the LSA app on your phone for instant notifications?
• Documents Valid: Are license/insurance dates current?
• Missed Call Check: Look at your LSA dashboard. Do you see "Missed"? Call them back and mark as "Booked" or "Spoke with".

Common Mistakes

[!CAUTION] Turning it Off and On LSA builds momentum. If you turn it off for the weekend, you lose momentum. It takes 3-4 days to ramp back up. Leave it on, or mark yourself as "Booked Up" instead of pausing the ad.

• Ignoring Messages: LSA now allows text messages. If you ignore these, your response time creates a penalty.
• No Headshots: Profiles with technician faces get higher CTR than profiles with logos.

FAQ

Q: Can I choose my keywords? A: Not really. You choose "Job Types" (e.g., "Water Heater Repair"). Google determines the keywords.

Q: Why are leads so expensive? A: You are paying for a phone call, not a click. The conversion rate is 40-50%, compared to 5% for PPC clicks. The ROI justifies the cost.

Sources and References

1. Google Ads Help: Understanding LSA Ranking - Official Doc
2. Tom Waddington: LSA Optimization Guide - Expert analysis on ranking factors.

Changelog

• 2024-04-12: Initial publication.

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Read Next in This Hub:

• LSA Verification - How to get the badge.
• Response Protection - Stop missing the calls.

Related System:

• Buying Moment Coverage - We manage LSA budgets.