Google LSA audit: what contractors should check before spending more.
Six zones. Skip the audit, you scale a leak.
Category: LSA Checklist
The 6-zone checklist
Zone 1: Ranking + Visibility
Check your LSA bid setting — is it set to "maximize leads" or a manual bid? Confirm it matches your volume goal.
Review your active service categories and remove any you don't want to book.
Confirm your business hours in LSA match your actual availability — off-hours showing as available will hurt your response rate score.
Check that your service-area radius matches your actual dispatch range; overbroad areas dilute relevance.
Zone 2: Lead Quality + Dispute Health
Pull your dispute rate for the last 90 days — what percentage of leads were disputed as invalid?
Check your dispute approval rate — if Google is rejecting most of your disputes, review their criteria; your definition of "bad lead" may not match theirs.
Calculate how much you recovered via approved disputes — this number typically represents 5–15% of spend and most contractors never claim it.
Flag any recurring dispute patterns (wrong service type, out-of-area) — these indicate a profile or targeting issue, not a dispute problem.
Zone 3: Response Time
Pull your average response time from the LSA dashboard — your target is under five minutes for calls and under two hours for messages.
Test your phone-rings-to-first-human-voice pipeline: call your own LSA number during business hours and count the rings and transfers.
Check after-hours handling — is there a live answering service, or does it roll to voicemail? Voicemail during high-volume periods costs you both leads and ranking.
Review your missed call rate — every missed LSA call is a lead you paid for and didn't answer.
Zone 4: Review Velocity + Recency
Count your total reviews and your most recent review date — is there any gap longer than three weeks?
Calculate your monthly review average for the last six months — are you gaining, flat, or losing ground?
Confirm your review request process is automated post-job — manual asks are inconsistent.
Check your response rate: 100% is the target, within 48 hours.
Zone 5: Booking Conversion (Post-Call)
Pull your booked-job rate from LSA leads specifically — what percentage of LSA calls become scheduled appointments?
Listen to 10 recent LSA-sourced call recordings and score for: greeting, qualification, close attempt, and call disposition in CRM.
Identify whether booking failures are happening at price, scheduling, or urgency — each has a different fix.
Compare your LSA booking rate to your Google Ads booking rate — a significant gap signals a lead quality difference, not a CSR problem.
Zone 6: Tracking + Source Separation
Open your CRM and search for jobs sourced to LSA in the last 90 days — is the count roughly matching LSA's reported lead volume?
Confirm your CRM has a distinct source value for LSA that doesn't blend with GBP organic or Google Ads.
Calculate cost-per-booked-job for LSA specifically, using only LSA-sourced jobs and LSA spend.
Verify your LSA phone number is different from your Google Ads number and your GBP number — without separation, attribution is unworkable.