Google LSA Webinar Recap

We had Sam Preston from ServiceScalers on for another informative webinar on Google LSA. We covered:

• The Hatch + Google LSA integration
• Sam's top tips on Google LSA
• A good 30 minutes of Q&A

Check the recap below!

Watch the webinar recording here.

Top 10 takeaways from the webinar

1. LSA is a must-have for home service businesses. It’s the first thing that appears in search results and operates on a pay-per-lead model, making it more cost-effective than PPC.
   
   
2. Optimize your LSA listing by researching competitors. Search for your service category and location, then analyze top competitors' reviews, services, and photos to refine your own listing.
   
   
3. Keep your LSA ad budget higher than you think you need. Setting a higher budget signals Google that you're serious about spending, leading to better lead flow.
   
   
4. Use automated bidding instead of manual. Manual bidding generally doesn’t provide significantly better results and requires constant monitoring.
   
   
5. Maximize your verified reviews. Google prioritizes businesses with more verified reviews (ones linked directly to booked LSA jobs). Always follow up with customers and request reviews.
   
   
6. Never pause your LSA ads. Instead of turning them off, lower your budget when needed. Pausing can disrupt your account’s momentum and hurt rankings.
   
   
7. Stay active in your LSA account. Regularly update photos, engage with messages, mark jobs as booked, and increase your budget periodically to maintain strong visibility.
   
   
8. Speed matters—respond to leads immediately. Google displays average response times in listings. A faster response time improves ranking and lead conversion.
   
   
9. Use a structured approach to eliminate bad leads. If you’re getting unqualified leads (e.g., repair requests when you only do installs), refine your service selections and track which keywords bring bad leads.
   
   
10. Leverage ‘happy calls’ to boost reviews and upsell. Call customers 30 days after service, check their satisfaction, and use that opportunity to request a review or offer additional services.

Google LSA Q&A

Hatch

You can get more details on the Hatch + Google LSA integration here.

• How does Hatch integrate with Google LSA? Hatch pulls in LSA message leads, responds instantly with an autoresponder, and continues follow-ups via text, email, and call campaigns.
• Can Hatch handle LSA phone leads? Not directly, since Google routes calls to the business’s provided number. However, Hatch can automate follow-ups for missed calls and integrate with CRMs like ServiceTitan.
• Can Hatch AI answer LSA phone calls? Only if the LSA number is forwarded to Hatch. Otherwise, Google routes calls directly to your business.
• Can Hatch automate happy calls? Yes, Hatch can automate follow-ups for happy calls via text, email, and soon, AI-powered voice calls.

Google LSA setup & strategy

• How does Google prioritize companies in LSA? Google ranks businesses based on verified reviews, total number of reviews, response time, and consistent account activity.
• How do I optimize my LSA listing to rank higher? Increase verified reviews, respond quickly to leads, upload photos regularly, and set a competitive budget.
• What are verified reviews, and how do they work now? Verified reviews used to be requested through LSA but are now tied to Google My Business (GMB). Reviews from customers who booked through LSA carry more weight.
• Can I run LSA only during specific hours? Yes, you can set LSA hours, and reducing availability to your peak response times can help manage budget and quality.
• Should I pause my LSA ads if I’m getting too many leads? No! Lower your budget instead. Pausing LSA disrupts momentum and can take weeks to recover from.
• How does Google’s AI search impact LSA? LSA is a major revenue source for Google, so it will continue to be prioritized in search results despite AI changes.

Google LSA lead quality & response time

• How do I improve my response time in LSA? Use an automated outreach platform (like Hatch), which will allow your business to send an autoresponder within the GLSA platform first, then reach out directly to the customer via phone, email, and/or phone call. 
• Does response time impact ranking? Yes, Google displays response time on listings, and faster responses improve visibility and lead conversions.
• Can I set up an LSA ad for text-only leads? Yes, you can enable messaging-only ads, but phone calls generally convert better.
• What’s the best way to categorize calls in LSA? Log each call as Booked, Completed, or Archived, and ensure all booked calls are properly marked in the LSA dashboard.

• What can I do about bad or irrelevant leads? Adjust service categories, track which keywords bring low-quality leads, and gradually eliminate problem sources.
• Can I still dispute leads? No, Google removed the dispute feature. You can now only rate lead quality, and refunds are not guaranteed.
• Will Google penalize me for marking too many leads as bad? It’s unclear, but excessive negative ratings may impact visibility. Use selective feedback to improve lead quality over time.
• How long should I accept bad leads before making adjustments? If spending heavily ($10K+ monthly), make changes quickly. If spending lower amounts, wait a few months to gather enough data.
• What’s the difference between “Booked,” “Completed,” and “Archived” in LSA?
  • Booked: Marked as an official appointment.
  • Completed: Job finished.
  • Archived: Lead is no longer active or relevant.

Google LSA reviews & customer engagement

• How do I get more verified reviews? Use your GMB review link, request reviews at the job site, and follow up with “happy calls” 30 days later.
• Does response time also apply to review replies? No, it applies to lead inquiries, not how fast you respond to reviews.
• What’s a “happy call,” and why is it important? A check-in call 30 days post-job to ensure customer satisfaction, request a review, and upsell additional services.

Watch the webinar recording here.

Want to learn more?

• Hatch customers, reach out to your Account Manager here.
• Non-Hatch customers, you can book a demo with us here.
• Non-ServiceScalers customers, you can book a call here.

For past and upcoming webinars, check out our webinar page!