If you’re relying on local service ads (LSAs) to grow your business, the latest changes can make or break your results. Google Business Profile (GBP) integration is now tied directly to LSAs, which means how you manage your reviews and business connections affects your ranking. Ignoring these updates? Bad idea. They matter more than ever.
You know the old Google Verified Reviews system? That’s out. Fake reviews were ruining it, and now everything runs through GBP. Want better results? Start focusing on authentic customer reviews.
01. Changes in Google Business Profile Integration
You’ve got to link your Google Business Profile to your LSA account—no exceptions. This means one business profile per account, period. If you’ve been trying to game the system by creating multiple profiles, forget it. It’s dead simple now: one account, one profile. To connect them, ensure you have ownership of the GBP. Managers don’t count; only owners can make the link.
Once connected, reviews on GBP will also count toward your LSA ranking. Regular reviews, not just verified ones, matter now. Push for positive reviews consistently. Frequency of reviews impacts ranking more than their sheer number.
To participate in Local Services Ads, all businesses must pass Google’s screening and verification process. The process varies by business category and location and may include background, business registration, insurance, and license checks, and minimum review requirements.
02. How AI Manages Leads and Disputes
Did you know Google’s AI-driven dispute process for LSAs is automatic now? It analyzes calls, deciding which leads are real and which are junk. But here’s a trick most don’t know: if the AI flags something incorrectly, you can manually rate the lead as “dissatisfied.” This feedback loops back to Google’s system, improving accuracy over time.
Keep conversations short when callers don’t qualify as real leads. The AI listens for certain keywords – rambling about unrelated topics might confuse it and get you charged unfairly. Got charged anyway? Rating the lead negatively can help you claw back costs.
Ranking Factors You Can Control
- Photos with People
- Service Area Expansion
- Review Frequency
- Quick Lead Response
03. The End of the App Era
The LSA mobile app? It’s officially disappearing. If you’ve been managing leads on your phone, it’s time to switch to the desktop version. While the app worked fine for quick updates, the desktop interface offers better tools for sorting and tracking leads.
Use an iPad if you’re on the move a lot—it handles the desktop version well. Avoid updating your iOS, though, if you still rely on the app, as it breaks with newer versions.
04. What’s the Deal With New Categories?
One of the most exciting updates is the addition of new business categories to LSAs. Mechanics, tattoo parlors, and kitchen remodelers are now on the list. Getting in early when a category opens up is huge—lower costs and minimal competition. But ads only show if at least three businesses in the category sign up. Team up with competitors if needed; getting the ads live is worth it.
05. Optimize Budgets and Bidding
The bidding system for LSAs has a couple of tweaks worth noting. For businesses looking to maximize volume, automated bidding works best. But if you’re constrained by labor or other factors, you can set target cost-per-lead goals for different services. Roofing might justify a higher bid than siding due to profit margins.
If you operate in areas with fewer competitors, consider expanding your service area into less competitive regions. This can lower your cost-per-lead while still keeping your pipeline full.
06. Are You Using Direct Booking?
Another addition: customers can book appointments directly through LSAs if your CRM integrates with Google. This works for systems like Service Titan, Jobber, or Go High Level. Booked leads cost about the same as call leads, but they’re often higher quality since they represent an active commitment from the customer.
07. Keep an Eye on Google’s Changes
Google is under pressure from antitrust lawsuits, and its advertising system is changing rapidly as a result. Expect more updates to LSAs, GBP, and ad algorithms over time. Staying updated on new features or bugs is critical.
Right now, glitches in the system, like broken rate-this-lead features or issues connecting GBP, are common. Don’t let these bugs stop you—workarounds exist.
