You've wrapped up a couple jobs in town. Maybe your yard signs are out, your truck's been spotted, or you dropped some door hangers last weekend. People are starting to see your name, but the phone still isn't ringing consistently.

So what's the missing piece?

This is exactly when Google Local Services Ads (LSAs) can bridge that gap. You've already laid the groundwork offline—now LSAs bring that recognition online, placing your business right at the top of local search results with a Google Guaranteed badge next to your name. It tells homeowners: this roofer is verified, trusted, and ready to go.

If you've done the legwork but aren't seeing the leads yet, LSAs can turn your early visibility into actual booked jobs.

How To Set Up Your LSA Account

Setting up Google Local Services Ads (LSAs) isn't complicated, but it's not something to rush through either. Your setup affects how quickly you get approved, whether you qualify for the Google Guaranteed badge, and how well your listing performs in search.

Here's how to get it right from the start:

Step 1: Create a Business Google Account

Start at ads.google.com/localservices and sign in using a dedicated business email. Avoid using a personal Gmail. It's harder to manage long term, especially if you bring in staff or an agency later.

Set up two-factor authentication. You're giving Google access to sensitive business info, and security matters.

Step 2: Check Eligibility by Service Type and Location

Not every zip code or trade is eligible for LSAs. Roofing is supported in most areas, but it's worth double-checking. Enter your business type and service area to confirm you're eligible.

If your category or region isn't listed, you may need to call Google support. It happens and they'll help walk you through it.

Step 3: Submit Verified Business Information

You'll be asked to provide:

• Business name and DBA (if applicable)

• Business address (even if customers don't visit it)

• Contact phone number and email

• Business hours

Make sure this information matches your Google Business Profile, state license, and insurance docs. Inconsistencies, like mismatched addresses can delay or even block your verification.

Step 4: Upload Licenses, Insurance, and Pass Background Checks

To get the Google Guaranteed badge, Google requires:

• A valid roofing license

• Proof of general liability insurance

• Background checks for the owner (sometimes for staff too)

The background checks are handled by Google's partners like Evident or Pinkerton. Most delays happen here, often because the documents don't exactly match what's on your profile. Double-check everything before submitting.

Step 5: Define Your Service Area

List only the cities, zip codes, or counties you actively serve. Don't try to cast too wide a net. This isn't like Google Ads. Overlapping or duplicate areas (e.g., listing both "Dallas" and "Dallas County") can reduce visibility.

If you're unsure, review your job history and focus on your most profitable service areas.

Step 6: Select Services You Offer

Google will ask you to select which services you provide. Don't check every box. Check the ones that reflect your real work.

For roofers, this typically includes:

• Roof replacement

• Shingle or tile repair

• Storm damage repair

• Flat or metal roofing

• Leak detection or emergency services

The more accurate your selections, the better Google can match your ad to quality leads.

Step 7: Finalize Your Profile

Finish by uploading high-quality photos of your work, team, and truck. A brief business description on how long you've been in business, what you specialize in, and anything that sets your customer experience apart (like warranties, 24/7 service, etc.)

Budgeting & Bidding For Maximize ROI

Just like with any other marketing channel, your success with Google Local Services Ads isn't determined by how much you spend. It's all about how well you manage your spending.

Too many roofers set a daily budget, turn LSAs on, and hope for the best.

Here's how to take control:

Understand Your Bidding Options

Google offers two ways to bid:

• Maximize Leads (Auto Bidding): Google adjusts your bids automatically to get as many leads as possible. Easy to manage, but you lose control over what you're paying per lead.

• Set Max Bid (Manual Bidding): You set the most you're willing to pay per lead. It gives you tighter control and is helpful in competitive markets.

💡 New to LSAs? Start with auto bidding to build a baseline, then switch to manual once you know your numbers.

Know What Roofing Leads Really Cost

Lead pricing varies by market, competition, and service type. Most roofing contractors see costs between $25–$80 per lead, but emergency or high-competition jobs can push that higher.

👉 Check your LSA dashboard weekly. If lead costs rise and lead quality doesn't, adjust your bids or pause underperforming areas.

Budget Based on Close Rate, Not Just Lead Count

This is where most contractors lose money. Getting 20 leads at $40 each sounds great until you realize only 2 turned into jobs. That's a $400 cost per job.

Track:

• How many leads turn into estimates

• How many estimates close

• What each closed job is worth

Then adjust your budget to focus on the leads that actually pay off.

Should You Use LSAs? Final Verdict for Roofers

If you're a roofing contractor who wants leads coming in this week, not next quarter, Google Local Services Ads are one of the most effective tools available. They're built for speed, visibility, and trust. Managed well, they can keep your crew busy all year long.

But LSAs aren't for everyone.

They work best if:

• You have someone ready to respond quickly to every lead

• You're actively collecting reviews, not just hoping they show up

• You're willing to monitor performance and make adjustments

If you don't have a follow-up process, a reliable phone system, or a review strategy, LSAs can drain your budget without results. The leads will come, but they won't convert.

Our take: Use LSAs as your short-term lead engine while you build your long-term SEO foundation. Together, they give you the best of both worlds: fast, qualified leads now and lasting search visibility over time.

If your phone has been quiet and you're ready to change that, LSAs can absolutely deliver. Just make sure someone is ready to pick up when it rings.

How AI Could Reshape LSAs (and How We're Watching It Closely)

At Google Marketing Live 2025, one thing was clear: AI is driving how ads get served, optimized, and even created.

So what does that mean for LSAs?

Search is shifting. Google's AI Max campaigns now find high-performing queries without relying on keywords. That same intelligence may soon impact how LSAs match with searchers, based on intent, not just service categories.

Smarter bidding is coming. Tools like Smart Bidding Exploration give advertisers more flexible ROAS targets. LSAs might soon allow finer control over cost-per-lead and performance tracking.

Visuals may matter more. Google's rolling out AI-powered tools like Imagen and Veo for auto-generating visuals. While LSAs are still profile-based, don't be surprised if photos or short videos become a ranking factor down the line.

Where we come in: We stay on top of every LSA update, so you don't have to. If Google shifts how leads are matched or ranked, we'll adjust your profile, budget, and strategy to keep your phone ringing.

Need help making sense of what's coming?

Let's chat. We'll audit your LSA setup and make sure you're not falling behind.