local-services-ads

Set up, manage, and optimize Google Local Services Ads (LSA) for home service businesses. Pay-per-lead ads that appear above PPC results with a Google Guaranteed badge.

Skill Instructions

---
name: local-services-ads
slug: local-services-ads
version: 1.0.0
description: Set up, manage, and optimize Google Local Services Ads (LSA) for home service businesses. LSA shows above traditional Google Ads results with a "Google Guaranteed" badge and charges per verified lead, not per click. Covers profile setup, service area configuration, budget management, lead dispute process, and the PPC vs LSA strategic decision. Designed for tree service, HVAC, and similar local contractors.
---

# Local Services Ads

Google Local Services Ads (LSA) are pay-per-lead ads that appear at the very top of Google search results with a "Google Guaranteed" badge. For home services, they typically produce lower cost-per-lead than traditional PPC when set up correctly.

## When to Use

- Setting up LSA for the first time for a local service business
- Auditing an underperforming LSA profile
- Deciding whether to run LSA vs PPC vs both
- Managing weekly budget and lead disputes
- Improving profile completeness and review score to increase ad rank

## LSA vs PPC — When to Use Each

| Factor | LSA | Google Ads (PPC) |
|--------|-----|-----------------|
| Cost model | Per verified lead | Per click |
| Typical CPL (home services) | $20–$60 | $40–$150 |
| Control | Low (Google manages targeting) | High (keywords, bids, copy) |
| Placement | Above PPC, above organic | Below LSA |
| Requirements | Background check, license, insurance | None |
| Best for | High-intent "near me" searches | Full funnel, specific services |
| Setup time | 1–4 weeks (verification) | 1–2 days |

**Recommendation for Ironwood**: Run both. LSA captures the highest-intent local searches cost-efficiently. PPC fills in gaps (specific services LSA doesn't cover, broader geographic targeting).

## Profile Setup Checklist

**Business Verification (required before ads run):**
- [ ] Business license uploaded and verified
- [ ] General liability insurance uploaded (must be current)
- [ ] Background check passed (owner + any employees listed)
- [ ] Google Business Profile connected
- [ ] Minimum 1 Google review (5+ recommended before spending budget)

**Profile Completeness (affects ad rank):**
- [ ] All services selected accurately (don't over-select — irrelevant leads waste budget)
- [ ] Service area set by ZIP code or city (not radius — more precise)
- [ ] Business hours current and accurate
- [ ] Photos added (crew, equipment, completed jobs)
- [ ] Response rate high (respond to every lead within 5 minutes if possible)

**Services to Select for Tree Care:**
- Tree removal
- Tree trimming
- Stump removal/grinding
- Emergency tree service
- (Do NOT select services you don't offer — disputed leads still count against you)

## Workflow

### Initial Setup
1. Go to ads.google.com/local-services-ads
2. Select business category: Tree Service / Arborist
3. Complete business info (name, address, phone, website)
4. Select services and service area
5. Upload license and insurance docs
6. Complete background check flow
7. Connect Google Business Profile
8. Set weekly budget (start at $150–$300/week to gather data)
9. Create staged TaskFlow task for Nick to review before going live

### Ongoing Management (Weekly)
1. **Review leads** — open Google Local Services app or dashboard
2. **Dispute invalid leads** — robocalls, wrong service, outside area; dispute within 30 days
3. **Respond to new reviews** — every review, good or bad
4. **Adjust weekly budget** — based on lead volume and quality
5. **Check responsiveness score** — Google penalizes slow response; target < 5 min response

### Audit Workflow
1. **Pull profile data** — completeness score, services, service area
2. **Pull lead data** — lead volume, cost per lead, dispute rate
3. **Pull review data** — count, score, recency
4. **Pull budget utilization** — are we hitting weekly budget? Under-delivery?
5. **Write audit report** — save to `~/.openclaw/workspace-mary/reports/TASK-<num>-<slug>.md`
6. **Stage recommendations** — separate tasks for: profile fixes, budget change, review outreach

## Lead Dispute Process

Dispute leads that are invalid. Google will credit back the cost if the dispute is approved.

**Valid disputes:**
- Wrong business called (misdial)
- Robocall / spam
- Service requested is not in your profile
- Outside your service area
- Already a customer (repeat caller)
- Looking for employment / sales call

**How to dispute:**
1. Open the lead in Local Services dashboard
2. Click "Dispute this lead"
3. Select the reason
4. Add notes (brief — "Caller was looking for HVAC service, not tree removal")
5. Submit within 30 days of the lead

## Ad Rank Factors

LSA doesn't have keyword bidding — Google decides who shows. Rank is based on:

1. **Review score and count** — Most important. 4.5+ with 20+ reviews is the threshold to compete.
2. **Responsiveness** — How fast you answer calls/messages. < 5 min is ideal.
3. **Profile completeness** — All fields filled, photos added.
4. **Proximity** — Physical location to searcher.
5. **Dispute rate** — Too many disputes signals low-quality service.

**If ad isn't showing:** First check review count. If < 10 reviews, that's almost certainly the blocker.

## Review Strategy

To improve LSA rank, drive Google reviews consistently:
- Text customers a review link within 24 hours of job completion (via GHL automation)
- Review link: `https://g.page/r/<place_id>/review`
- Target: 2–4 new reviews per week
- Respond to every review within 48 hours

## Budget Guidelines (Home Services)

| Business Stage | Weekly LSA Budget |
|---------------|-----------------|
| Just launched (<10 reviews) | $100–$150 (low rank = few impressions) |
| Growing (10–30 reviews) | $200–$400 |
| Established (30+ reviews, 4.5+) | $400–$800 |

Adjust based on CPL. If CPL < $40 and leads are converting, increase budget.

## Related Skills
- `google-ads-manager` — Run PPC alongside LSA for full coverage
- `gbp-manager` — GBP profile directly feeds LSA; reviews count for both
- `lead-gen-automation` — GHL automation for review requests and lead follow-up