Your Google Local Services Ads profile is more than just a listing—it's your digital storefront working 24/7 to win roofing jobs. While your competitors are treating their profiles like afterthoughts, a well-optimized LSA profile can be the difference between ranking #1 or getting buried on page two.

The reality? Most roofing contractors set up their profile once and forget about it. They wonder why their leads dry up or why they're losing jobs to competitors with higher prices. The answer often lies in profile optimization fundamentals they're ignoring.

Here's exactly how to turn your LSA profile into a lead-generating machine that outranks competitors and converts browsers into buyers.

Ensure GBP Verification and Consistency

Google has tightened the integration between LSAs and Google Business Profiles. An unverified or inconsistent GBP can lead to ad disqualification or reduced visibility. Ensure that your business name, address, phone number, and other details match exactly between your LSA and GBP. Regularly update both profiles to reflect current information.

Use High-Quality Photos Showing Your Roofing Expertise 

Upload clear photos of your specific roofing work (e.g., shingle replacements, metal installs), including before-and-after shots, your crew, and branded vehicles. Visuals build confidence, especially for first-time customers.

Photo optimization checklist:

• Recent completed projects (within 6 months)

• Before/after transformations

• Your team in branded uniforms

• Professional equipment and vehicles

• Close-ups showing quality workmanship

Craft a Trustworthy Business Description 

Write a clear and honest description detailing your years in business, specialties, warranties, emergency services, and unique customer experience. Include a strong call to action (e.g., “Call for a free estimate,” “24/7 emergency service”). Avoid generic language.

Description elements that convert:

• Years of experience

• Specific services and specializations

• Warranties and guarantees offered

• Emergency availability

• What makes you different from competitors

• Clear call-to-action

Maintain Accurate and Updated Business Hours 

Clearly state your availability, including nights and weekends if applicable, and keep it updated for holidays to capture high-intent searches.

Pro tip: If you offer emergency services, make sure your hours reflect 24/7 availability. This can significantly increase your visibility for urgent repair searches.

Select Specific Services for Better Matching 

Go beyond "roofing" and choose all your specific services (e.g., leak detection, flat roof repair). This improves your chances of connecting with relevant searches and leads.

Service selection strategy:

• List all services you actually provide

• Include emergency and specialty services

• Be specific (not just "roof repair" but "shingle repair," "tile repair," etc.)

• Match services to your highest-profit work

How To Manage Reviews For Better Ranking & Trust On  Local Service Ads?

Google is moving towards consolidating customer reviews, making your GBP the primary source. This means that reviews collected on your GBP may now appear on your LSA profile. You need to earn reviews in both places to maintain trust and improve rankings.

After finishing a job, send your customer a direct link to leave an LSA review. Google makes it easy to generate this link from your dashboard. The more LSA reviews you collect, the more trust you'll build with both potential customers and Google's ranking algorithm.

It's not just about quantity. Respond to every review, specifically the negative ones. This shows professionalism and builds credibility in a competitive market.

Review collection best practices:

• Ask immediately after job completion

• Send direct LSA review links from your dashboard

• Follow up with customers who haven't reviewed

• Respond to all reviews within 24-48 hours

• Address negative reviews professionally and offer solutions

If you want to rank higher and win more jobs, make review collection part of your job closeout process. It's one of the simplest ways to improve results without increasing your ad spend.

LSA Ranking Factors: How to Stay on Top

Ranking in Google Local Services Ads isn’t luck. It’s based on a handful of key signals that Google uses to decide which businesses appear at the top and which ones get buried. If your LSA leads have slowed down, there’s a good chance one of these ranking factors is off.

Here’s what actually moves the needle:

1. Proximity to the Searcher

Google shows results based on location. If you’re near the person searching and serving their zip code you’re more likely to appear.

What to do:

• Set clear service areas in your LSA profile (by zip, city, or county)

• Avoid duplicate entries (e.g., “Dallas” + “Dallas County”) they confuse Google
  
  
  

2. Review Volume and Quality

LSA rankings heavily favor businesses with more reviews and better ratings. More reviews = more trust = more calls.

To improve:

• Ask for LSA reviews after every job

• Use your dashboard to send the correct review link

• Respond to all reviews (especially negative ones) to show you’re active

📌 Tip: A slow, steady stream of reviews beats occasional review spikes.

3. Lead Responsiveness

Google tracks how quickly you respond to leads. Faster replies = better rankings. If you're taking hours, you're likely falling behind competitors.

To fix it:

• Use both text and email lead delivery

• Assign someone to monitor responses at all times

• Use a quick intake script to book faster

4. Profile Accuracy and Completeness

Incomplete or outdated info hurts trust and visibility. A strong profile tells Google you're reliable.

Make sure:

• Your description clearly explains what you do and who you help

• Your services list includes specifics (like “flat roof repair” not just “roofing”)

• Your hours are correct including weekends or 24/7 if applicable

• Your photos show real jobs, not stock images

Turn Your Profile Into a Lead Magnet

Profile optimization isn't a one-and-done task—it's an ongoing process that directly impacts your bottom line. The contractors winning the most LSA leads aren't necessarily the cheapest or the biggest. They're the ones who understand that their profile is a sales tool, not just a business listing.

Start with the fundamentals: accurate information, quality photos, and consistent review collection. Then focus on the ranking factors that matter most: proximity, reviews, responsiveness, and completeness.

Small improvements compound over time. A better business description might increase your conversion rate by 10%. Faster response times could boost your rankings and lead volume by 20%. More reviews build trust that closes jobs you might have lost to competitors.

The best part? Your competitors probably aren't doing any of this consistently. While they're competing on price, you can win on trust, visibility, and professionalism.

Your next steps:

1. Audit your current profile against this checklist

2. Update photos, description, and service selections

3. Set up systems for consistent review collection

4. Monitor your response times and ranking performance

Your LSA profile works around the clock to grow your business. Make sure it's working as hard as you are.