Back in January, we shared our insights on why professional management of Google Local Service Ads (GLSA) is essential for businesses looking to maximize their advertising investment.

Since then, we’ve continued to lean into our new processes and analyze the latest data, and the results speak for themselves. We looked at the most up-to-date information, which further solidified why professional LSA management is not just beneficial—but necessary.

From Basic LSA Management to Advanced Optimization

Our previous approach to LSA management provided substantial value to home service businesses by ensuring LSA profiles were set up correctly, audits were conducted, and budgets were strategically allocated.

At RYNO, we also maintain verification requirements on behalf of our contractor clients and submit lead credit requests on their behalf.

But with recent changes in Google’s handling of lead credits, we’ve adapted our process to deliver even greater value.

The Shift in Google’s Lead Credit Process

Google introduced an automated system to review and credit illegitimate leads. Before, it was a manual process.

Through our data analysis, our paid media experts discovered that Google’s system is only auto-reviewing 7% of the leads that our tagging system flags as potentially eligible for credit.

This means that without a dedicated LSA management team actively submitting claims, as well as a tracking solution that identifies which leads should be eligible for credit, businesses could be leaving thousands, if not hundreds of thousands, of dollars on the table.

Our refined LSA management process now includes leveraging Google’s API data and applying lead disposition tagging to more accurately identify which leads Google should be crediting.

  • New Customer – Qualified Lead
  • Missed Call
  • New Customer – Unqualified Lead – Out of Service Area
  • New Customer – Unqualified Lead – Rework
  • New Customer – Unqualified Lead – Price Shopper
  • Etc.

Instead of relying on Google’s limited auto-review process, we proactively submit 93% of the eligible lead disputes, ensuring our clients receive the credits they deserve.

The ROI of Expert GLSA Management

The impact of this enhanced process is already proving substantial. Businesses running Local Services Ads under RYNO’s management are seeing a 4x increase in credited leads compared to those who only receive Google’s auto-credits.

Our proactive submissions through the new rating form have resulted in 4.2% of total ad spend being recouped through bonus credits , directly improving our clients’ return on investment.

Why Businesses Can’t Afford to DIY LSA Management

While LSA may seem like a “set it and forget it” platform, the reality is far different. Without expert management, businesses risk:

  • Paying for leads that should have been credited
  • Misallocating budgets and missing revenue opportunities
  • Failing to optimize settings, which can reduce LSA visibility and lead volume from SERPs
  • Losing valuable leads due to improper verification management

By continually refining our approach, leveraging automation in strategic ways, and actively advocating for our clients, we ensure that every marketing dollar invested in Local Services Ads works harder and delivers maximum value.

Investing in Professional LSA Management Pays for Itself

The results speak for themselves: RYNO’s ability to navigate the complexities of LSA, optimize budgets, and recover uncredited lead costs ensures our clients stay competitive and profitable. With Google’s ever-changing policies and automated processes leaving significant gaps, businesses need an experienced team to proactively manage, optimize, and protect their Local Services investment.

If your business is running LSA campaigns—or considering launching them—expert management isn’t just a luxury; it’s a necessity.

Don’t leave money on the table.