How To Handle Local Service Ads Leads Effectively
Google local service ads cost per lead $25-$80. Miss one call or respond too slowly, and that money is gone. Getting leads is only half the game: what you do after a homeowner reaches out determines your profit margins.
Google tracks your response time, booking rates, and status updates. Poor lead management kills your rankings and wastes your ad spend.
#1 Optimize Lead Delivery
Use both text and email notifications so someone on your team can follow up quickly, whether they’re in the office or out in the field. The faster you respond, the better your chances of landing the job.
#2 Prioritize Rapid Response
Aim to respond to every inquiry within 5 minutes. Waiting more than 15 minutes dramatically lowers your odds of winning the job. Response time also affects how often Google shows your ad: faster responses = more visibility.
If you can't answer immediately:
Send a text: "Got your message about [roofing issue]. Calling you back in 10 minutes."
Use voicemail: "This is [Name] from [Company]. I'm returning your call about roofing. I'll try you again in 15 minutes or call me back at [number]."
#3 Lead Qualification Framework
Not every lead is worth the same amount of time, and you can waste hours on people who were never going to hire you in the first place. The goal of qualification is to figure out—in the first 2–3 minutes—whether this is a high-value opportunity or someone who’s just kicking tires.
A homeowner with an active leak and an insurance claim is a far better prospect than someone who just wants “a ballpark” for a project they might do next year. When you know the difference, you can put your best effort where it matters most.
What High-Value Leads Look Like:
They own the property. Owners make decisions. Tenants can’t sign contracts, so they’re rarely worth prioritizing unless the owner is on the call.
There’s urgency. Words like “leak,” “storm damage,” “water coming in” mean they need help now, and you can book them fast before they call someone else.
Insurance is involved. Insurance jobs typically have bigger budgets, clearer scopes, and a higher likelihood of full payment.
They want it done soon. If their timeline is under 30 days, they’re in “buy mode.”
They haven’t shopped around yet. First contact often wins. If you’re one of the first to respond, you can set the standard for every other quote.
Red Flags to Spot Early:
“What’s your cheapest option?” Price shoppers often pick the lowest bid, regardless of quality.
They’re getting 5+ estimates. Odds drop significantly when you’re in a crowded quote pool.
They don’t own the property. Without the owner on board, you’ll spend time for nothing.
They just want a ballpark price. This is code for “not ready to commit.”
The 5-Question Script: Use this in almost every call. It’s short, friendly, and gets you the info you need to qualify fast.
“What type of roofing issue are you dealing with?”
“Is this your home?”
“Is this urgent or can it wait?”
“Have you spoken to other roofers yet?”
“When are you hoping to get this fixed?”
If their answers tick the high-value boxes, move fast to book the inspection. If they’re in the red-flag category, you can still help, but keep your time investment minimal.
#4 Match Your Approach to the Lead Type
Every lead falls into one of three buckets, and your response strategy should change based on which one you’re dealing with. Treat an emergency like a planned replacement and you’ll lose the job to someone faster. Treat a research-phase replacement lead like an emergency and you risk scaring them off.
A. Emergency / Storm Damage Leads
These are high-stakes, high-speed situations. The water is already coming in—or will soon if nothing is done.
Respond within 2 minutes if possible.
Give immediate advice over the phone—tarping tips, shutting off water lines, or moving valuables.
Ask about insurance right away so you can guide them through the claim process.
Book a same-day or next-day inspection.
Use urgency language: “I can have someone there this afternoon.”
B. Planned Replacement Leads
These homeowners aren’t in crisis mode. They’re gathering information and deciding who to trust.
Focus on education, not pressure.
Ask about their budget awareness and timeline.
Offer multiple ways to meet—phone, in-person, or video call.
Schedule the inspection within 3–5 days to keep momentum.
Send follow-up materials like brochures, shingle samples, or a “what to expect” guide.
C. Repair Leads
These are often smaller jobs, but they can lead to bigger projects or future referrals.
Diagnose severity during the initial call—small leak vs. major structural damage.
Give quick ballpark prices when possible to set expectations.
Offer both short-term fixes and permanent solutions so they can choose.
Look for upsell opportunities (ventilation, gutter upgrades, etc.).
Schedule quickly—repairs are often won by whoever can start first.
#5 Follow-Up Like It’s a System
Leads that don’t answer the first time aren’t dead—they’re just distracted. The difference between a one-call follow-up and a structured, multi-touch sequence can mean thousands in extra booked jobs each month.
Think of follow-up like a relay race: you’re passing the baton to yourself over several touchpoints until the customer engages.
Here’s the proven timeline:
Call immediately after you get the lead.
Text within 5 minutes: “Hi [Name], got your request for roofing help. Calling you now.”
Call again in 30 minutes if there is no response.
Email after 1 hour with a short, professional message and your contact info.
Call the next day—remind them you’re following up from yesterday’s inquiry.
Final text after 2 days: “Following up on your roofing inquiry. Best time to reach you?”
Why it works:
Multiple touchpoints make it more likely you’ll connect when they’re actually available.
Mixing phone, text, and email ensures you hit their preferred communication channel.
Persistence signals professionalism—most “storm chaser” contractors quit after one attempt.
When you treat follow-up as a repeatable system, you stop leaving leads (and money) on the table.
#6 Keep Lead Statuses Updated
Mark every lead in your LSA dashboard as “Booked,” “Completed,” or “Archived.” Google uses these signals to evaluate your business performance. High booking and completion rates tell Google you’re delivering value, and that helps you rank higher.
Status Guidelines:
Booked: Estimate scheduled or job contracted
Completed: Work finished and paid
Archived: Lead didn't convert (specify reason)
Update within 24 hours. Delays hurt your performance metrics.
#7 Train Your Team the Right Way
A smooth LSA process isn’t just about the owner being quick on the phone—it’s about every person in the chain knowing their role and executing it the same way, every time.
Think of it like a relay race: the faster and cleaner each hand-off, the more likely you are to win the customer.
For CSRs & Virtual Assistants
You are the first human contact most leads will have with the company. That first impression determines whether they trust us enough to book.
Stick to the qualification script exactly. Those five questions aren’t random—they’re designed to uncover urgency, decision-making authority, and budget in under 2 minutes.
Escalate emergencies instantly. If someone says “water is pouring in” or “storm damage,” they go straight to the top of the list—no exceptions.
Book inspections while you have them on the line. Every extra hour between interest and booking increases the chance they’ll call a competitor.
Update lead statuses the same day. Google tracks our LSA performance in real time. Delays in updating “Booked,” “Completed,” or “Archived” can hurt our ranking.
For Field Staff
You might think your job starts at the driveway, but in today’s market, your speed in responding to leads between jobs is part of what wins us work.
Return calls between appointments. Even a “Hey, I saw your inquiry—let’s get you scheduled” goes a long way.
Use hands-free dialing. Saves time, keeps you safe, and allows quick callbacks without breaking your schedule.
Mark jobs complete in real time. The sooner we log a job as done, the sooner we can move that customer into follow-up or referral programs.
Report quality or customer concerns immediately. If something goes wrong, we fix it before the review hits Google.
#8 Use the Right Tools
Fast response and consistent follow-up don’t happen because we “work harder”—they happen because we’ve set up the right systems to make them automatic.
Must-Have Tools
LSA mobile app: Lets you see, update, and respond to leads anywhere. No need to wait until you’re back at the desk.
CRM with LSA integration: Every lead gets automatically logged, preventing the “slipped through the cracks” problem.
Two-way texting platform: Many customers answer text faster than calls.
After-hours call routing: Whether it’s an answering service or an on-call rotation, someone always gets the call.
Pro Tips for Maximum Efficiency
Direct feed from LSA to CRM: No manual copying and pasting means no delays.
Automated first-response texts: Send an instant “Got your request—calling now” message to set expectations.
Online scheduling links: Let customers pick a time right away rather than waiting for a callback.
Lead source tracking: Helps you see which ads or campaigns are producing profitable jobs so you can invest smarter.
Turn Every Lead Into Profit with Rogue Move Agency
Getting the lead is just the beginning. The real profit comes from turning that lead into a booked job, and Rogue Move Agency makes sure you win that race.
We design and manage lead handling systems that keep you faster, sharper, and more consistent than your competitors. Our clients respond within minutes, qualify the right prospects, and close more jobs without wasting time on tire-kickers.
With Rogue Move Agency you get:
Instant lead alerts through text, email, and CRM so no call is missed
A proven qualification script tailored to your market and services
Automated follow-up sequences that keep you in front of prospects until they book
Real-time performance tracking so you can see what is working and where to improve
Expert guidance from a team that knows how to convert LSAs into high-value jobs
If you are investing in LSAs, you should be turning every qualified lead into profit. Rogue Move Agency gives you the tools, the process, and the team to make that happen. Fill out our form to start closing more jobs from every LSA lead.
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