Google Local Service Ads (LSAs) offer a powerful way for plumbing businesses to connect with local customers through paid placements in Google search results.

These ads appear above both traditional Google Ads and the Google Map 3-Pack for relevant local searches.

Unlike standard PPC campaigns, LSAs follow a pay-per-lead model, meaning you only pay when a potential customer contacts your business, not just for a click.

Studies show that LSAs generate three times the return on ad spend (ROAS) compared to standard Google Search Ads.

As the founder and CEO of Plumbing Webmasters, I’ve helped thousands of plumbing businesses manage and optimize their LSA campaigns. In my experience, Local Service Ads are one of the most cost-effective and profitable digital ad channels for local plumbers.

Local Service Ads are paid placements that appear when users conduct searches for local services, such as “plumber in St. Petersburg, FL.”

If you’re a verified plumber running LSAs in that area, your ad will show directly to potential customers.

Unlike Google Ads, where you pay for clicks, LSAs charge only when someone contacts your business, usually via phone call. This reduces wasted ad spend and ensures you’re paying only for genuine, high-intent leads.

If you already have a Google Ads account and a verified Google Business Profile, setting up LSAs is fairly straightforward.

If you don’t have a Google Business Profile yet, check out my guide on setting up GBP for plumbers.

Step 1: Create a Google Ads Account

Plumbers without a current Google Ads account must create one. A verified Google Business Profile is also required to run LSAs.

Step 2: Complete LSA Verification

To qualify, plumbing companies must submit:

Ensure that your business information submitted for LSA matches exactly with your Google Business Profile to avoid approval delays.

Note: Verification can take up to 4 weeks.

Step 3: Configure Your LSA Campaign

Step 4: Launch the Campaign

Important: Starting November 21, 2024, only plumbers with verified Google Business Profiles can run LSA campaigns.

Once your business passes the required background checks and documentation review, you’ll earn the Google Guaranteed badge.

This badge enhances customer trust and includes a $2,000 protection for dissatisfied customers through Google’s reimbursement policy.

Not only does it improve your ad performance in LSA, but it also boosts your credibility in local organic search results and the Google Map Pack.

Here are nine practical tips to help your plumbing business get the most out of Google Local Service Ads (LSAs):

1) Enhance Your Google Business Profile

Starting November 21, 2024, Google requires a verified Google Business Profile (GBP) for any plumbing company to run LSAs.

To maximize your ad visibility and performance:

An optimized GBP also helps earn the Google Guaranteed badge, boosting ad engagement. Additionally, customer reviews for LSAs are now managed through your GBP interface.

2) Proactively Collect Google Reviews

Plumbers must have at least five Google reviews to ensure their LSAs are shown.

Reviews posted on your GBP are automatically linked to your LSA account.

To streamline review collection and build local trust, consider using tools like DataPins to automate requests and integrate them into your website.

3) Adjust Your Budget Settings

Maximize your ad spend efficiency by selecting “Maximize Leads” instead of “Max Per Lead.”

This option allows Google to optimize bidding for the most lead volume. If you manually choose “Max Per Lead,” you risk underperformance due to less efficient bidding.

Alternatively, “Target Cost Per Lead” lets you set a general lead cost range, balancing performance and control.

4) Enable All Customer Contact Options

Activate all contact features, calls, messaging, and direct bookings to improve lead conversion.

Since contact preferences vary among customers, limiting access to any method may lead to missed opportunities.

For direct booking, tools like Calendly can be integrated with your CRM to streamline the process.

5) Respond to Leads Promptly

Although the phrase “speed to lead” sounds trendy, fast response times genuinely matter for plumbers.

Responding within five minutes can boost your LSA performance by up to 21x.

Use tools like call tracking software and push notifications to alert your team in real time. Fast responses also improve your ad’s ranking within Google’s LSA system.

6) Use Local Keywords in Your Ad Text

Including local keywords in your LSA descriptions improves relevance and visibility.

Phrases like “24/7 emergency plumber in Tampa, FL” help attract high-intent local homeowners.

These keywords ensure your ad appears for relevant local searches and avoids showing to users outside your service range.

7) Maintain High Response Rates

Too many incoming leads might sound like a good problem, but not responding promptly can hurt your ad ranking.

If you’re overwhelmed, pause your LSA campaigns temporarily. This protects your response rate and ad performance until you’re ready to resume.

8) Keep Lead Statuses Updated

Google values active lead management when ranking LSAs. Mark your leads as booked, declined, or completed consistently.

Frequent updates show Google you’re engaged and reliable, improving your ad visibility.

On the flip side, ignoring lead statuses may lower your campaign performance.

9) Broaden Your Service Categories

To attract more local leads, include not just general plumbing services but also specific jobs like:

The more job types you add to your LSA profile, the wider your reach. Make sure your GBP also reflects these updates for alignment.

Bonus: Retain Full Access to Your LSA Account

If you’re working with an agency or internal team, ensure you have full access to your LSA account.

Losing control can limit your access to leads and open the door to unnecessary ad spend. Only share login credentials with people you fully trust.

With over 14 years of experience helping plumbing businesses run profitable paid ads, I can confidently say that Google LSAs are a game-changer.

Unlike standard PPC ads, which charge for every click regardless of quality, LSAs offer a cost-effective pay-per-lead model that delivers real results.

Their integration with your Google Business Profile also supports your larger local SEO strategy, making your digital marketing efforts more cohesive and powerful.

If you haven’t yet, now is the time to launch your Local Service Ads campaign and start generating qualified local plumbing leads.

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