WHAT ARE LOCAL SERVICE ADS
FOR CONTRACTORS?

Local Service Ads are a Google advertising product built specifically for home service businesses. Unlike standard Google PPC where you pay per click regardless of quality, LSA uses a pay-per-lead model you only pay when a homeowner actually calls or messages your business through the ad. The Google Guaranteed badge earned through the verification process adds a trust signal that no other search ad type offers.

LSAs appear above both standard paid search ads and organic results at the absolute top of a Google search page. When someone searches "HVAC repair near me" or "roofing contractor San Diego," Local Service Ads with the Google Guaranteed badge appear first. That positioning, combined with the trust signal of Google's verification, means homeowners see your business before they see anything else.

The Google Guaranteed verification process requires a background check, license verification, and insurance confirmation. Once verified, your business earns the badge and can run LSAs. The ongoing management involves budget optimization, lead quality monitoring, dispute management for invalid leads, and performance reporting all of which affects both your cost per lead and your LSA ranking within the ads.

WHEN TO HIRE A
LSA MANAGEMENT PARTNER

Competitors are showing up above your Google Ads with the Google Guaranteed badge and winning calls you should be getting

You're paying per click on Google PPC when Local Service Ads would let you pay per qualified lead instead

You started the LSA application but got stuck on the verification process

Your LSA account is live but you're self-managing it with no dispute process and poor lead quality

You want to own the top of Google search results above both paid ads and organic

You're in a high-trust trade and the Google Guaranteed badge would convert more homeowners to call you first

DIY / Generalist

No data

Unclear

Revenue attributed

Surge

34 leads

28 leads

25 leads

Revenue attributed

4.2x

We only take on contractors we believe we can actually help. If you're not quite ready, we'll tell you. If you are, we'll show you exactly what we'd build and what we'd expect it to cost per lead.

Activate My LSA Account

EVERYTHING IN YOUR
LSA PROGRAM

Account Setup & Verification

We handle the full LSA application, background check coordination, license verification, and Google Guaranteed badge process so you don't have to navigate it alone.

Budget Management

Strategic weekly budget management to maximize lead volume within your budget, adjust for seasonal demand, and avoid overspending on unqualified lead categories.

Lead Tracking

Every LSA lead logged, categorized, and tracked including disputes for invalid leads. You see exactly what you're paying per lead and what's booking.

Review Integration

Your Google reviews feed directly into your LSA profile and affect your ranking. We manage a review generation strategy that strengthens your LSA position over time.

Dispute Support

Invalid leads, wrong service area calls, and non-matching leads can be disputed for credit. We manage the dispute process so you're not paying for leads you can't use.

Performance Reporting

Monthly reports on cost per lead, leads by service type, booking rate, and ROI so you can see exactly how your LSA investment is performing.

WHY WORK WITH A
SPECIALIZED PARTNER?

We don't pretend to be trade experts. That's your job. What we are is a home service marketing agency that does nothing else. We're not running campaigns for restaurants, SaaS companies, and e-commerce stores on the side. 100% of what we build, every process we've refined, every piece of creative we've written it's all for contractors.

That focus means we know what it actually takes to make contractor paid ads work the seasonal patterns, the job types that convert, the trust signals homeowners need before they call. A generalist agency learns your industry on your dime. We already know it.

Point of Contact

Surge Agency

Dedicated growth partner one team, full ownership

Generalist Agency

Rotating account manager every 6-12 months

Freelancer

Direct but capacity-limited

Information Gathering

Surge Agency

Deep-dive onboarding + trade-specific research

Generalist Agency

Generic intake form, rarely trade-specific

Freelancer

Informal no structured process

Customization

Surge Agency

Every asset built from your voice, your jobs, your market

Generalist Agency

Templated campaigns your ads look like everyone else's

Freelancer

Custom but narrow one piece, not a system

Maintenance

Surge Agency

Active optimization and proactive adjustments

Generalist Agency

Monthly reports reactive only

Freelancer

Inconsistent based on workload

Performance

Surge Agency

Revenue-tracked from ad dollar to booked job

Generalist Agency

Impressions and clicks revenue rarely mentioned

Freelancer

Limited reporting, no attribution

Industry Knowledge

Surge Agency

100% home service focus trades are all we do

Generalist Agency

Serves every industry no trade depth

Freelancer

Generalist learns your industry on your dime

Criteria	Surge Agency	Generalist Agency	Freelancer
Point of Contact	Dedicated growth partner one team, full ownership	Rotating account manager every 6-12 months	Direct but capacity-limited
Information Gathering	Deep-dive onboarding + trade-specific research	Generic intake form, rarely trade-specific	Informal no structured process
Customization	Every asset built from your voice, your jobs, your market	Templated campaigns your ads look like everyone else's	Custom but narrow one piece, not a system
Maintenance	Active optimization and proactive adjustments	Monthly reports reactive only	Inconsistent based on workload
Performance	Revenue-tracked from ad dollar to booked job	Impressions and clicks revenue rarely mentioned	Limited reporting, no attribution
Industry Knowledge	100% home service focus trades are all we do	Serves every industry no trade depth	Generalist learns your industry on your dime

OUR PROCESS

ELIGIBILITY CHECK

We confirm your business qualifies for Local Service Ads based on trade, license status, service area, and Google's requirements before you invest any time in setup.

ACCOUNT SETUP

Full LSA account creation business information, service categories, service area, hours, and budget configuration all set up correctly from the start.

VERIFICATION

We guide you through the Google Guaranteed background check and license verification process the step most contractors get stuck on or delay unnecessarily.

BUDGET & BIDDING

Strategic budget allocation and bid configuration based on your market, your trade, and your target cost per lead launched to start generating leads quickly.

ONGOING OPTIMIZATION

Weekly monitoring of lead quality and volume, dispute management for invalid leads, budget adjustments, and monthly reporting on ROI and performance.

ELIGIBILITY CHECK

We confirm your business qualifies for Local Service Ads based on trade, license status, service area, and Google's requirements before you invest any time in setup.

ACCOUNT SETUP

Full LSA account creation business information, service categories, service area, hours, and budget configuration all set up correctly from the start.

VERIFICATION

We guide you through the Google Guaranteed background check and license verification process the step most contractors get stuck on or delay unnecessarily.

BUDGET & BIDDING

Strategic budget allocation and bid configuration based on your market, your trade, and your target cost per lead launched to start generating leads quickly.

ONGOING OPTIMIZATION

Weekly monitoring of lead quality and volume, dispute management for invalid leads, budget adjustments, and monthly reporting on ROI and performance.

LOCAL PRESENCE

Google Business Profile

Your Google Business Profile is what homeowners see first. A fully optimized profile means map pack presence, more calls, and local authority that compounds over time.

Explore service →

LOCAL SERVICE ADS,
RUN INSIDE YOUR
GOOGLE ACCOUNT.

WHAT ARE LOCAL SERVICE ADS
FOR CONTRACTORS?

WHEN TO HIRE A
LSA MANAGEMENT PARTNER