5 Google Local Services Ads Mistake Roofers Must Avoid

Google Local Services Ads can be a goldmine for steady roofing jobs, but small mistakes can cost you money, rankings, and your "Google Guaranteed" badge. This guide cuts through the confusion with five common pitfalls and the specific actions you need to take to avoid them.

1. Mistake: Relying on the Old Lead Dispute Process

LSA charges you per lead, and in the past, you could manually dispute a bad lead (e.g., spam, wrong number, or an unrelated job). However, as of July 2024, Google has replaced the manual system with an automated, AI-powered process.

The Fix: Adopt the New AI-Powered Feedback Loop.

Your best strategy is to be proactive. After each lead comes in, use the "Lead Feedback Survey" in your dashboard to rate its quality. This data trains Google's AI, improving the quality of future leads. If you consistently receive irrelevant leads, refine your profile by updating your service areas and job types to be as specific as possible.

2. Mistake: Having an Incomplete or Inaccurate Profile

Without a complete and accurate profile, you risk not getting the Google Guaranteed badge, or your ads may not go live at all. Verification isn't a one-time event; Google may ask for re-verification at any time.

The Fix: Gather and Maintain Meticulous Documentation.

Gather all your legal documents before applying. The name, address, and phone number on your license and insurance must match your LSA profile exactly. Even a minor discrepancy, such as "St." instead of "Street," can cause a delay. To prevent a sudden ad suspension, regularly check your account for notifications and update your insurance documents well before they expire.

3. Mistake: Not Marking Jobs as Completed

Google’s algorithm tracks your performance after a lead comes in. If you fail to update your dashboard, your profile appears inactive and your visibility drops in the search results.

The Fix: Mark Every Lead with a Status.

After each lead, update your dashboard to mark it as “Booked,” “Completed,” or “Archived.” This simple habit tells the algorithm you are responsive and reliable. Businesses that consistently update their dashboard and convert leads into jobs are rewarded with better ad placement. This also provides you with valuable data to track your own performance and identify trends in lead quality.

4. Mistake: Using Broad or Outdated Service Information

Old business hours, missing services, or messy service area entries result in low-quality leads and lower rankings. Avoid being an armchair critic of the leads you receive by making sure your profile accurately reflects your business.

The Fix: Optimize Your Profile Monthly.

Make it a habit to review your profile monthly.

• Keep your hours accurate, especially for holidays or seasonal work.

• Be specific about your services to attract the most relevant leads. For example, instead of just "roof repair," list "shingle repair," "flat roof repair," or "commercial roof coatings."

• Remove duplicate or overlapping service areas. Instead of using broad, overlapping areas, define specific zip codes or neighborhoods where you want to work.

5. Mistake: Ignoring New Legal Terms

As of April 2025, Google introduced new legal terms for Local Services Ads providers, with a deadline of June 5, 2025, for acceptance. If you do not accept, your ads will stop running.

The Fix: Log In and Accept the Terms Immediately.

Log into your LSA dashboard and review the updated terms. Ensure you accept them before the deadline to avoid ad suspension. The new terms give Google the right to:

• Use your LSA content (photos, business name, etc.) across other Google products.

• Utilize content from your calls and messages routed through Google, as well as from any URLs you provide.

• Allow your agency to accept the terms on your behalf.

Protect Your Ad Performance and Maximize Your ROI

Avoiding these five mistakes can be the difference between LSAs that quietly drain your budget and LSAs that consistently bring in profitable roofing jobs. Staying proactive with your profile, lead management, and compliance keeps your Google Guaranteed badge secure and your ads at the top of search results.

Rogue Move Digital Agency specializes in setting up, optimizing, and managing LSA campaigns so roofers get more high-quality leads without wasting time or money. We handle the details, from profile optimization to performance tracking, so you can focus on closing jobs and growing your business.

📞 Contact us to make sure your LSAs are working at full power.