The Hidden Ranking Factors Behind Google Local Services Ads (LSAs): Expert Insights That Actually Work

If you’re running Google Local Services Ads (LSAs), you already know how competitive it can be to stay at the top of search results. But here’s the truth: it’s not just about turning your ads on and waiting for calls to roll in. Ranking higher – and staying there – requires smart, ongoing optimization.

At Local View, we’re always testing strategies to help service-based businesses dominate local search results. For this piece, we looked beyond our own experience and analyzed unique insights from top marketing professionals who’ve mastered LSAs. Each expert shared proven methods that have helped their clients generate more leads and lower their costs.

Here’s what we found.

1. Be Available 24/7 (Even If You’re Not Personally Answering Calls)

Insight from: Michael Tandarich – Tandarich Group

Michael Tandarich, founder of Tandarich Group, has an underrated but powerful suggestion – update your business hours to 24/7.

According to Michael, Google rewards businesses that appear more responsive to users. From Google’s perspective, companies that are “always open” offer a better experience for customers searching late at night or early in the morning.

If you can’t personally handle calls 24/7, you can still make it work. Hire an after-hours call service or have a team member take shifts. This small operational change could push your ad higher in rankings and improve your overall call volume.

2. Build Authority by Using Google’s Entire Ecosystem

Insight from: Michael Tandarich – Tandarich Group

Michael also emphasizes building brand authority through Google itself. Most businesses treat LSAs as a stand-alone platform, but Google favors brands that use multiple tools under the same business account – including Search Ads, YouTube, Gmail, and YouTube Ads.

This creates a “trust signal” within Google’s ecosystem, showing that your business is legitimate and actively engaged. If you’re only using LSAs, you’re leaving visibility on the table.

3. Refine Your Service Areas for Better Quality Leads

Insight from: Chuck Kile – Adapt Digital Solutions

Chuck Kile – better known online as Chuck the Contractor – runs Adapt Digital Solutions. He believes many businesses target too wide an area, wasting budget and attracting unqualified leads.

Instead, focus your targeting on the neighborhoods or zip codes that bring in your best jobs. If your budget is spread too thin across an entire city, your visibility and ROI can drop fast.

Chuck recommends testing smaller, high-value areas first – or targeting specific parts of your city where competition is lower. LSAs aren’t “set it and forget it.” You need to refine, test, and adjust regularly to see consistent growth.

4. Watch for New LSA Categories Before Competitors Do

Insight from: Bryce Coleman – Magnet Marketing SEO

Bryce Coleman from Magnet Marketing SEO has a smart way to stay ahead: keep an eye on new LSA categories.

Google often rolls out new industries for Local Services Ads – including mechanics, tattoo studios, and nail salons. When a new category launches, early adopters often enjoy the cheapest leads before the competition catches up.

Bryce shared that one of his roofing clients in Arizona generated over 100 LSA leads a month for just $28 per lead – simply because they entered a new category early.

Pro tip: these new categories usually appear first in California and Florida before expanding nationwide. Keep tabs on updates so you can act fast.

5. Optimize Your Radius with City, County, and Zip Codes

Insight from: Ryan Steinolfson – Accelerate Marketing

Ryan Steinolfson, founder of Accelerate Marketing, suggests looking deeper into your target radius settings.

Don’t limit yourself to a single city – include counties and specific zip codes in your targeting. This ensures your ads appear in the right areas and don’t miss valuable leads that fall just outside your main city boundaries.

Fine-tuning your service radius can help you attract more qualified leads and maximize every dollar of your ad spend.

What These Experts Teach Us About LSAs

To recap, here are the most actionable takeaways from these LSA professionals:

Go 24/7: Use a call center or rotating schedule to boost visibility.
Leverage Google’s ecosystem: Connect all your business tools under one account.
Refine your service areas: Target smaller, more profitable regions.
Stay ahead of new categories: Get in early for cheaper, high-volume leads.
Optimize your radiusInclude cities, counties, and zip codes strategically.

Need Help Ranking Higher on LSAs?

Even with these proven strategies, getting consistent results from LSAs can still be a challenge. That’s where Local View comes in.

Our team specializes in Google Local Services Ads management – helping service-based businesses appear at the top of results, increase call volume, and attract more qualified leads.

We’ll optimize your profile, improve responsiveness, and handle all the day-to-day management so you can focus on running your business.