Local Service Ads: Pay Per Lead (Not Per Click)

Local Service Ads are different from Google Ads.

With Google Ads, you pay every time someone clicks your ad. Even if they don't call you.

With Local Service Ads, you only pay when someone actually contacts you.

Sounds great, right?

But here's the problem: most home service businesses set up LSA and wonder why they're not getting leads.

Or worse, they're getting leads but paying way too much for them.

Today, I'm going to show you how to fix that.

This is the exact playbook we use at Stryker Digital to help home service businesses dominate Local Service Ads.

Let's get into it.

Step 1: Profile Optimization

This sounds simple, but yet so many businesses fail to do it.

Google is looking at your profile to decide if you are legit or not.

Give it all the information it asks for.

Google ranks complete profiles higher. Period.

Here's what you need to fill out:

• Business bio (write like a human, not a robot)

• License numbers

• Insurance information

• Photos of your team and work (no stock photos)

• Business address

• Phone number

• Website link

Your business name, address, and phone number must match everywhere online. LSA, Google Business Profile, your website - all identical.

If they don't match, Google gets confused and you lose rankings.

Step 2: Budget & Bidding

Small budget = not enough leads to matter.

You need enough budget to get 25 leads per week minimum.

Here's how:

• Start with automated bidding (choose "Maximize Leads")

• Set a weekly budget that gets you real volume

• Once you know your cost per lead and close rate, scale up slowly (add 20% more budget each time)

If you can't afford enough budget to get real results, LSA isn't ready for you yet.

Step 3: Service Area Targeting

More services and more areas = worse leads.

Here's what works:

• Only turn on services you actually want to do

• Focus on ZIP codes that are close and profitable

• Remove areas that are too far away or don't make you money

• Review this every 3 months and cut what's not working

Quality beats quantity.

Listen Closely..

Steps 1-3 set your foundation. But they're not what separates winners from losers.

Next week, I'm sharing the 4 steps that actually make you money.

Step 4 is the most important thing in this entire playbook. It's the difference between getting 10 leads per month and 100+ leads per month.

Google tracks this metric for every single business. If you're slow, they punish you. If you're fast, they reward you with more leads.

Most businesses don't even know Google is watching this.

See you next week.

Love you,
Andy.

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