I run your Local Services Ads as one part of the whole plan, optimize them against booked jobs instead of the lead count Google shows you, and stay accountable to one number: profitable jobs in your CRM.
Most companies treat Local Services Ads as a box an agency manages: set a budget, watch the lead count, pay the bill. As your fractional CMO, I treat LSAs as one lever inside your whole growth plan, and I own the outcome the way a full-time marketing leader would. That means I'm not just toggling settings, I'm accountable for whether those leads turn into booked jobs and revenue.
The first thing I fix is what we measure. The LSA dashboard reports lead volume, but a lead is not a job. Most companies already have an account running and verified, so I start by auditing it, put a tracking number on the LSA leads, and connect them to your CRM so we can see which ones actually closed. From there I judge the channel on cost per booked job, not cost per lead. The levers that actually move LSA performance are review volume and recency, response speed on calls and messages (both ranking factors), and how budget, categories, and service area are set. Lead quality review runs in the background with AI, so junk gets flagged without burning your team's time.
The difference from an agency is scope and accountability. An agency runs LSAs in a silo, separate from your Google Business Profile, your SEO, and your own Google Ads, so the same searches get covered twice and you double-pay for the same customer. I run LSAs as part of the whole picture, compare them against your PPC on cost per booked job, fix the response speed that converts the calls, and report every week or two on what each channel actually returns. One person owning the number, not a vendor reporting leads.
Senior marketing leadership and hands-on execution for home services operators who need LSAs run by someone accountable to revenue.
10 years embedded in HVAC, plumbing, pest, electrical, and roofing, managing real LSA accounts and budgets. I know how the channel actually behaves, not just the theory.
I've generated $100M+ in revenue and 2M+ leads. With LSAs I measure cost per booked job and cost per acquired customer, not the cost-per-lead Google shows you.
LSA leads get tracked into your CRM, rated for quality, and marked when they book. So we always know which leads were real and what the channel actually produced.
I connect CallRail and your CRM so we can see which LSA leads actually became jobs and revenue, then scale the categories and areas that pay and cut the ones that don't.
How I stand up, clean up, and scale a Local Services Ads account so it produces booked jobs, not just leads on a dashboard.
Most companies already have an LSA account running, so I start by auditing what's there: categories, service areas, budget, reviews, and how the account is actually performing. I want to see where leads and budget are going before changing anything.
I put a dedicated tracking number on your LSAs so every call from the channel is captured and recorded, separate from your other marketing. Now we can tie LSA leads to what actually happens with them instead of trusting the dashboard's count.
I make sure LSA leads land in your CRM and stay current: each lead gets rated for quality and marked when it turns into a booked job. That clean data is the whole point, it's what lets us judge LSAs on real jobs and revenue, not lead volume.
I manage the levers LSAs actually give you: weekly budget, which categories are turned on, and how your service area is set. I weight those toward the work that produces profitable booked jobs and pull back where the leads don't convert.
Response time is a ranking factor in LSAs, for both calls and messages, and it drives close rate. So I measure how fast your team answers calls and replies to message leads, then tighten it with better coverage, scripts, and missed-call text-back. Faster response lifts both your ranking and the jobs you book.
Every week or two I report cost per lead, cost per booked job, and revenue from your CRM, and I put LSAs side by side with your Google Ads. Then we move budget toward whichever is producing profitable jobs, instead of guessing from the dashboard.
The same operator playbook I've used to scale home services brands to $100M+ in revenue, applied to how Local Services Ads actually pay off.
The LSA dashboard celebrates lead volume. I connect those leads to your CRM so we see which ones actually became jobs and revenue, and I optimize the account against cost per booked job and cost per acquired customer. Cheap leads that never close are a cost, not a win.
LSA ranking is driven by review volume and recency, proximity, and how fast you respond to both calls and message leads. Most companies are already verified, so the lever that actually moves you up is responsiveness and reviews. I run a steady review flow and measure and improve response time across calls and messages, which lifts ranking and close rate at the same time.
The whole game is knowing which LSA leads turn into jobs. I make sure the leads land in your CRM, get rated for quality, and are marked when they book, so we judge the channel on real revenue instead of the raw lead count Google reports.
LSAs are not PPC, you don't bid by keyword. The real levers are budget, which categories are on, and your service area. I weight those toward the work that produces profitable booked jobs and pull back where leads don't convert, instead of pretending there's a bidding dial that isn't there.
With LSAs you pay for the lead, so a missed or fumbled call is money lit on fire and a ranking hit. I make sure calls get answered fast, your CSRs book instead of quoting over the phone, and missed calls get texted back, which usually lifts close rate more than anything else in the account.
LSAs and Google Ads compete for the same calls, so I track them side by side on cost per booked job, not cost per lead. As your fractional CMO I manage both together, shift budget toward whichever is producing profitable jobs in your CRM, and make sure you are not covering the same searches twice and double-paying for the same customer.
An agency manages your LSA budget. As your fractional CMO, I own the outcome. Here's the difference where it matters for LSAs.
Start with a free 30-minute call. Where you are now, where you want to go, and whether a fractional CMO is the right fit.
