Local Services Ads Panel: Insights from Industry Experts
In EP 246 – Inside the LSA Agency Model (Former Google Insider Explains), local search experts Greg Sterling and Mike Blumenthal host a panel discussion exploring how agencies are building services around Google Local Services Ads (LSAs). The panel features Eric Levine, Claudia Tomina, Matt Casady, and Crystal Horton.
Together they dive into how LSAs are evolving and what businesses and agencies need to know to succeed. The conversation covers key topics including LSA ranking factors, pricing models, fraud challenges, lead quality concerns, and how agencies set expectations with clients when managing Local Services Ads in competitive markets.
Throughout the discussion, Crystal Horton shares practical insights from her experience working closely with Google Business Profiles and Local Services Ads, offering guidance on how businesses can improve visibility, handle leads more effectively, and navigate the complexities of Google’s local advertising ecosystem.
Key Topics Covered in the Local Services Ads Panel
The panel covered several important topics that agencies and local businesses should understand when working with Google Local Services Ads (LSAs). Here are some of the key areas discussed during the conversation.
LSA Ranking Factors
The speakers discussed the primary factors that influence how businesses rank in Local Services Ads. Reviews, service area targeting, and responsiveness to leads all play a role in determining which businesses appear at the top of the LSA results.
Pricing Models and Cost Per Lead
The panel explored how LSA pricing varies by industry, competition, and geographic market. In highly competitive verticals like legal services, cost per lead can be significantly higher, making it important for businesses to carefully monitor ROI.
Fraud and Spam Challenges
Fraudulent listings and spam remain a challenge in some industries. The panel discussed how verification requirements and stronger ties to Google Business Profiles help reduce fraud, while also explaining how agencies can report suspicious listings.
Lead Quality and Lead Management
Lead quality was a major point of discussion, including how businesses should evaluate whether the leads they receive are actually converting into customers. The speakers also discussed recent changes to the platform, including the removal of the traditional lead dispute process.
Setting Client Expectations for LSA Campaigns
Because several ranking factors depend on the business itself, agencies must set realistic expectations with clients. Factors like review generation, call answering speed, and internal lead handling processes can all influence LSA performance.
Service Area and Targeting Strategies
The conversation also touched on how businesses should configure their service areas in LSAs. Choosing a realistic coverage area that aligns with where services can actually be delivered helps improve lead quality and campaign performance.
The Future of Local Services Ads
Finally, the panel discussed how LSAs may evolve alongside AI-powered search and other emerging technologies. As Google continues to integrate AI into its search experience, Local Services Ads are likely to remain a key tool for connecting users with trusted local providers.
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