6 Ways to Boost GLSA Performance: The Latest Insights from Google for Contractors
Google Local Services Ads (GLSA) can be one of the fastest and most effective ways for home services contractors to get qualified leads, but only if they’re managed the right way. Over the past few weeks, our team has been in regular contact with our Google reps and have participated in several of their agency partner trainings. These conversations have provided us with valuable insight into the lastest updates regarding how Google evaluates GLSA profiles, ranks ads, and delivers leads.
In this article, I’m sharing the latest updates straight from Google, along with six proven tactics to help you get better ad placement, attract higher-quality leads, and turn more of those leads into booked jobs. Whether you’re already running GLSA or just getting started, these tips will help you make the most of your budget and strengthen your overall lead generation strategy.
6 Ways to Boost GLSA Performance
1) Keep your customer service record clean
Your profile must look trustworthy. Avoid complaints. Avoid poor reviews. Communicate well across the customer journey. Google sees this. Homeowners see it too.
2) Respond to leads fast
Speed wins jobs. Aim to answer in minutes. Fast response signals an active and reliable business. That can lift your ad position.
3) Rate and manage leads
Protect your budget. Mark jobs as booked or completed. Flag spam and out-of-area leads in the dashboard. Your ratings teach Google what a good lead looks like for you. Quality improves. Booking rates rise.
4) Keep business details updated
Accurate profiles get priority. Keep services, bio, and contact info current. Set a custom ad schedule for any time you can answer the phone. Complete profiles build trust and visibility.
5) Upload photos regularly
Show real work. Share team photos and equipment. Add clear images of finished jobs. Strong visuals help you stand out and win clicks.
6) Get more reviews
Reviews move the needle. Ask every happy customer to leave one. Recent, high-quality reviews boost rank and conversion. They cost nothing and pay off.
How GLSA and GBP work together
Your Google Business Profile must be active and verified to connect GLSA. Reviews from GBP flow into GLSA. They shape rank and trust. GLSA can drive traffic to GBP. A strong GBP helps visitors choose you.
What to know about Google AI Mode
AI Mode pulls from your site, your SEO, and your reviews. It looks for clear pricing, strong service descriptions, and proof of good customer care. Keep those signals visible and consistent.
ICYMI: key updates that affect campaigns
Message cost has changed
- Message and phone leads now carry value based on booking likelihood.
- Prices vary by the service requested and other signals.
- Expect different discounts for messages based on intent.
Competitor quotes
- Many customers message several providers at once.
- Respond within 15 minutes to stay in the running.
- Google selects four providers for the customer view.
- New notes show intent, like “requested a quote” or “also messaged other businesses.”
Enhanced reporting
- Spend by lead type now shows in the GLSA dashboard.
- See how much you invest in each lead type.
- Track average cost per lead and adjust your mix.
Ready to turn GLSA into booked jobs?
If you are a Mediagistic client, our team is already on top of these updates. We manage profiles, verify GBPs, optimize schedules, and tune lead quality every week. If you are not yet a client and want help putting these tactics to work, talk with us. We will set up a plan, protect your spend, and drive more high-intent leads.Talk to an expert today to learn more about how Mediagistic can help!.
Mia Napoli is a Google Local Services Ads Specialist at Mediagistic. Connect with her on Linkedin.
Images via iStock
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