An LSA audit for contractors checks six things: ranking, lead quality, response time, review velocity, booking process, and tracking. Most contractors only check the first one.
If your LSA leads feel like garbage, the cause is usually downstream of the ad — not in it. Fix the wrong thing, you spend more for the same result.
Why LSA feels broken even when it's "working"
You're at the top. The leads still feel weak. Sound familiar?
Google LSA is two channels in a trenchcoat: visibility and quality. Most contractors only optimize for the first. They obsess over ranking, ignore response time, never review the booking page, and let the dispute queue rot. The result: high spend, low close, and a quiet conviction that "LSA doesn't work for us."
It does work. You're just running half of it.
You probably need an LSA audit if…
You probably need this if…
- Your LSA cost-per-lead is climbing month over month
- Your booked-job rate from LSA is under 30%
- You haven't disputed a bad lead in the last 30 days
- You don't know what your LSA response time actually is
- Reviews on your profile are older than 90 days on average
Is your LSA leaking spend?
Five symptoms. Check the ones you've seen.
The 6-zone LSA audit
Ranking and visibility
Where you show, when, and against whom. Bid, budget, hours, service mix.
Lead quality and dispute health
Bad-lead rate, dispute rate, dispute approval rate. Most contractors leave 5–15% of spend on the table here.
Response time
Phone-rings to first-human-voice. Google's algorithm watches this. So does your buyer.
Review velocity and recency
Volume, recency, and response rate. The signal that beats bid amount when you're tied.
Booking conversion
What happens after the call connects. The cheapest 20% lift in the channel.
Tracking and source separation
LSA vs. GBP vs. Google Ads — three different lead pools, three different costs. If they're mixed in your CRM, your math is wrong.
What the LSA audit produces
- QualityLead quality + dispute teardown
- SpeedResponse-time benchmark + fix plan
- ReviewsReview velocity audit + script
- BookingCSR call review (3 calls minimum)
- MathCost-per-booked-job by channel
- Plan30-day LSA optimization sequence
By trade
LSA behaves differently by trade. Read the focused playbook:
What is a Google LSA audit for contractors?
A diagnostic of your Local Services Ads across six zones: ranking, lead quality, response time, reviews, booking, and tracking. Full checklist →
Why are my Google LSA leads bad?
Usually one of three things: response speed, profile signals, or service-mix targeting. We dig into all three. Read more →
How is LSA different from Google Ads for contractors?
Different auction, different intent, different conversion math. Side-by-side comparison →
How long does the LSA audit take?
2 weeks. Includes 3 recorded-call reviews and a 30-day optimization plan.
Can I run LSA without Google Ads?
Yes — and many should. The audit tells you which one earns the next dollar.
