LSA setup checklist (Google Local Services Ads)
Local Services Ads can be a fast lead source for trades. This checklist helps you set it up safely, without guessing, and without wasting money because your basics are weak.
1) What LSA is (plain)
LSA is Google’s lead program for local service businesses. You generally get leads as calls or messages.
The key idea: you are paying for attention. Your proof and your follow-up turn that attention into booked jobs.
2) “Are you ready?” checklist
Do not run ads if your basics are broken. Use this checklist first:
- You answer the phone or return calls fast.
- Your hours are accurate.
- Your service area is clear.
- You have real photos and reviews.
- Your website has a clear call/text button on mobile.
Website baseline: a website that closes →
3) Setup steps (simple)
Setup will vary by trade and region, but the safe approach is always the same: be accurate and be consistent.
- Pick the services you actually want more of (1 to 3 to start).
- Pick the service area you actually cover.
- Confirm business hours (and keep them updated).
- Make sure your phone number is correct and answered.
- Make sure your profile and website match your real offer.
If your Google profile is messy, fix that first: Google Business optimization →
4) Proof requirements (why reviews matter)
Paid leads come faster when you look safe. Reviews and photos are part of your trust stack. Learn more →
Two simple habits:
- Ask for one review per week.
- Upload a few real job photos every week.
Review ask script: review request script →
Photo guide: job photo checklist →
5) Lead handling (the part that decides ROI)
Most ad waste is not in settings. It is in slow replies.
Simple lead rules:
- Missed call: text back in 5 minutes if possible.
- Ask 2 questions: job + city.
- Offer one next step: schedule or call back time.
Scripts: call/text scripts →
6) Budget and job types (basic control)
The safest way to start is a small budget for a short test window.
Control lead quality by:
- Advertising fewer services to start.
- Keeping service area realistic.
- Using strong landing pages and proof.
Start small. Fix leaks. Then scale.
7) Mistakes to avoid
- Running ads when you cannot answer calls.
- Advertising everything at once.
- No proof (photos and reviews).
- Sending leads to a vague page.
Want help setting the baseline first?
If you want to run ads without wasting money, start by making sure your profile and website convert.