In the ever-evolving digital marketing landscape, staying ahead means adapting to new tools and strategies that drive leads and grow your business. For landscape, hardscape, and outdoor living contractors, Google Local Services Ads (LSAs) have become an indispensable part of this growth journey. As we enter 2025, significant updates and changes to this platform demand your attention to maximize your return on investment and maintain a competitive edge.
I’m Josh Blakely, founder of Landscape and Hardscape Contractor Marketing, and I’ve helped countless contractors leverage digital marketing to generate millions in revenue. In this comprehensive guide, I’ll walk you through everything you need to know about Google Local Services Ads in 2025—from what they are, how they work, to the latest updates and best practices that will help you win more leads and grow your business.
What Are Google Local Services Ads and Why Do They Matter?
If you’re new to Google Local Services Ads, here’s the quick rundown: LSAs are a pay-per-lead advertising platform designed to connect service-based businesses with local customers actively searching for their services. Unlike traditional Google Ads, you only pay when a prospective customer contacts your business directly through the ad, either via phone call or message.
One of the most significant advantages of LSAs is their prime placement in Google search results. They appear at the very top of the search page, whether on mobile or desktop, even above traditional Google Ads and organic listings. This visibility makes them a powerful tool for capturing attention and generating high-quality leads quickly.
For landscape and outdoor living contractors, this means being at the forefront when potential customers search for services such as lawn care, hardscaping, or outdoor construction projects. Because LSAs are integrated with your Google Business Profile, they also showcase your reviews, photos, and business information, helping build trust and credibility before a customer even reaches out.
Where Are Google Local Services Ads Available?
Currently, LSAs are primarily available in the United States, and for the landscaping industry, there are very few locations where you can’t run these ads. This broad availability means most contractors in the US can take advantage of this platform, making it a vital part of any digital marketing strategy.
Getting Started with Google Local Services Ads
Setting up LSAs requires a few key steps to ensure your business is verified and eligible to participate:
Background Checks:Â Google requires background checks for the business owner and employees who will be featured in the ads. This step is essential to earn the Google Guaranteed badge, which significantly boosts customer trust.
Licensing and Insurance: You’ll need to submit proof of your business licensing and insurance. Requirements vary by state, so be sure to check your local regulations.
Set Your Service Areas and Services:Â Define the geographic areas you serve and the specific services you offer. This targeting helps Google show your ads to the most relevant customers.
Choose Your Budget and Bidding Strategy: Unlike Google Ads, where you set a daily budget, LSAs operate on a weekly budget basis. You can allow Google to automate bidding or manually set a maximum cost per lead.
Once your account is approved, your ads will begin showing to customers searching for your services within your specified areas.
Understanding Lead Costs and Lead Quality
Lead costs for LSAs typically range from $30 to $60 per lead, though for larger outdoor living projects, costs can exceed $100. The exact price depends on your service offerings and geographic location. However, one of the standout benefits of LSAs is the higher lead quality compared to other lead providers, such as Angi or HomeAdvisor.
Why is lead quality better? Because potential customers have already reviewed your profile, checked your reviews, and viewed photos of your work before reaching out. This pre-qualification means leads tend to be warmer and more ready to hire, reducing the time and effort you spend on follow-ups and price shoppers.
It’s important to note that you only pay when a customer contacts you via phone or message, making this a cost-effective way to generate qualified leads.
2025 Updates You Must Know
Google has introduced some significant updates to the Local Services Ads platform in 2025 that every contractor needs to understand and implement:
1. Mandatory Linking to Google Business Profile
Starting this year, it is mandatory to have a verified Google Business Profile linked to your Local Services Ads account. Google now uses your Business Profile as the foundation for your Local Service Ads (LSAs), requiring the business names to match exactly. This change also means that your Google Business Profile reviews now flow directly into your Local Services Ads, consolidating your reputation management and review collection efforts.
Integration is a massive win for contractors because it rewards your review collection processes by enhancing your ad’s credibility and click-through rates.
Verifying Your Google Business Profile
Verification can be a sticking point, as Google has become stricter about confirming business legitimacy. The key to successful verification is ensuring permanent signage is visible at your business location during the video verification process. If video verification fails multiple times, you can request a live video review with Google to prove your business presence.
2. New Terms of Service
Google updated its terms of service for Local Services Ads in 2025. You must accept these new terms by the end of June to continue running ads. The revised terms give Google permission to scrape content from your linked website, including service descriptions, promotions, pricing, and business highlights. This content will likely be used for AI-powered overviews and other enhancements to how your business information is displayed.
To prepare, conduct a thorough content audit to ensure consistency and accuracy across your Google Business Profile, Local Services Ads profile, website, and social media. Keep your service descriptions, areas, and promotions up to date to present a unified and professional image.
3. AI-Driven Lead Dispute Process
Previously, contractors could manually dispute leads they felt were irrelevant or spam. Now, Google utilizes AI to analyze phone calls and assess the validity of leads. While you can no longer dispute leads manually, it’s critical to communicate on calls if a lead is outside your service area, a service you don’t offer, or if the call is spam. This feedback helps Google’s AI improve lead quality assessments and can result in credits being applied to your account.
Ranking Factors That Influence Your Local Services Ads’ Success
While LSAs are a paid platform, there are still organic factors that impact your ranking and visibility within the local services ad section. Understanding and optimizing these factors can help you outperform competitors and get more leads:
Proximity: Google prioritizes businesses closer to the searcher’s location.
Review Score and Quantity:Â A higher average review rating and a greater number of reviews improve your ranking.
Responsiveness:Â How quickly and consistently you answer phone calls and respond to messages is a major ranking factor. Google tracks this to ensure customers reach responsive businesses.
Business Hours:Â Clearly defined and accurate business hours signal reliability and help match your availability with customer search times.
Google Guaranteed Badge: Earning this badge through thorough background checks and verification enhances trust and improves ranking potential.
Budget: A higher budget can increase your ad’s exposure, but make sure your budget aligns with your capacity to handle leads.
Failing to answer calls or letting leads go to voicemail can hurt your ranking and cause your ads to be hidden, resulting in lost opportunities. Always prioritize responsiveness.
Maximizing Lead Flow and Booking Rates
To get the most out of your Local Services Ads investment, focus on these strategies:
Optimize Your Profile Details
Fill out every profile field, including the business bio, services offered, and service areas.
Add high-quality photos showcasing your projects and team to make your profile visually appealing.
Regularly update business hours, especially for holidays or seasonal changes.
Manage Your Budget Wisely
Set your weekly budget based on your capacity to handle leads. If you can take on more jobs, increase your budget to maximize lead flow. Conversely, lower your budget during slow seasons to control costs.
Leverage Service Area and Job Type Settings
Expand your service areas or add more job types to reach a broader audience. Alternatively, if you want to focus on specific niches, be selective with the services you enable. Using the “Other” service category can bring in a wide variety of jobs, but may also include less desirable leads.
Track Your Booking Rate
Google provides reporting on your booking rate—aim for 85% or higher. Mark jobs as booked or scheduled promptly, and archive leads that don’t convert. This activity signals to Google that you are actively engaging with leads, which can improve your ranking.
Request and Respond to Reviews
Reviews remain the cornerstone of your online reputation. Always ask satisfied customers to leave detailed reviews mentioning specific services, and include photos if possible. Respond to all reviews—positive or negative—to demonstrate customer care and engagement.
Additional 2025 Platform Updates and Features
Mobile App Discontinued
The Local Services Ads mobile app has been discontinued. All management and reporting must now be done through the desktop platform. Keep an eye out for potential future integrations with Google Maps that might streamline this process.
Integration with Google Maps
Google is beginning to integrate Local Services Ads more deeply with Google Maps, increasing your potential reach and visibility. This development could open up new avenues for capturing leads from map searches shortly.
Reserve with Google and Scheduling Integrations
If your business uses scheduling or CRM platforms, some of these now integrate with Local Services Ads, allowing customers to book services directly through the ad. This feature is handy for lawn care or maintenance services that operate on a regular schedule.
Summary: Key Steps to Win with Google Local Services Ads in 2025
Ensure your Google Business Profile is verified and linked to your Local Services Ads account.
Accept the new Google Local Services Ads terms of service by the end of June.
Conduct a content audit to ensure consistency across your website, Google Business Profile, and LSAs.
Complete your Local Services Ads profile thoroughly with photos, services, and accurate business hours.
Maintain responsiveness to all leads by promptly answering calls and messages.
Strategically manage your weekly budget to maximize lead flow without overextending your capacity.
Request and respond to Google reviews consistently to boost your profile’s credibility and ranking.
Mark leads as booked or scheduled to maintain a high booking rate and signal engagement to Google.
Monitor your account regularly for performance insights and make adjustments to services and service areas as needed.
Frequently Asked Questions (FAQ)
Q: What happens if I don’t verify my Google Business Profile?
A: You won’t be able to run Local Services Ads without a verified Google Business Profile. Verification is mandatory as of 2025, and it also ensures that your reviews appear in your ads.
Q: How does Google determine the cost per lead for my ads?
A: Lead costs depend on your service types, location, competition, and demand. Typically, they range from $30 to $60 but can be higher for large projects.
Q: Can I dispute leads I believe are irrelevant or spam?
A: The lead dispute process is now AI-driven. While manual disputes are no longer possible, you should communicate during the call if a lead is invalid to help Google’s AI assess and potentially credit your account.
Q: How important are reviews for Local Services Ads?
A: Extremely important. Reviews influence both your ranking and the likelihood that potential customers will click on your ad and reach out to you. High-quality, detailed reviews with photos are especially valuable.
Q: Can I adjust my budget or services according to the season?
A: Yes. You can modify your weekly budget and enable or disable specific services based on seasonality (e.g., snow removal in winter) to optimize your ad spend.
Q: Is the Local Services Ads mobile app still available?
A: No, the mobile app has been discontinued. You must now manage your account through the desktop platform.
Q: How can I improve my responsiveness to leads?
A: Ensure someone is available to answer calls during your business hours, enable messaging if possible, and respond promptly to all inquiries. Mark jobs as booked or scheduled to maintain a high booking rate.
Final Thoughts
Google Local Services Ads have become a game-changer for landscape and outdoor living contractors looking to grow their businesses in 2025. By staying up-to-date with the latest updates, optimizing your profile, and prioritizing responsiveness and reviews, you can achieve prime visibility and generate high-quality leads that convert.
Remember, the digital marketing landscape is constantly changing, but with the right strategies and tools, you can stay ahead of the curve and build a thriving outdoor living business. If you’re ready to take your marketing to the next level, start with Google Local Services Ads today and watch your leads grow.
For more detailed strategies, including AI integration and automation tips, consider checking out Backyard Empire: The Ultimate Digital Marketing Guide for Outdoor Living Pros, available on Amazon. This guide provides a comprehensive roadmap for implementing not only Local Services Ads but also a tailored digital marketing plan specifically designed for our industry.
Author of Backyard Empire: The Ultimate Digital Marketing Guide for Outdoor Living Pros, he helps landscape and hardscape pros master digital marketing, attract more leads, and build standout local brands.
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Frequently Asked Questions
How do contractors generate project leads?
Contractors generate project leads by establishing a strong online presence through professional websites and active engagement on social media platforms like Facebook and Instagram. By showcasing past projects, interacting with potential customers, and utilizing targeted marketing strategies, contractors can attract new leads and convert them into loyal clients.
Which marketing strategies attract more clients?
To attract more clients, focus on creating engaging content, utilizing social media platforms effectively, and implementing targeted advertising campaigns. These strategies can help increase brand visibility, reach a larger audience, and drive more traffic to your business.
Are digital campaigns effective for industry outreach?
Digital campaigns are highly effective for industry outreach as they allow you to target specific audiences, increase brand visibility, and engage with potential customers. By utilizing strategies like social media, SEO, and paid advertising, you can reach a larger audience and drive more traffic to your business.
Do professionals recommend paid advertising?
Paid advertising is often recommended by professionals in the digital marketing industry as a valuable strategy to increase online visibility, generate leads, and expand customer bases. It allows businesses to target specific audiences, track results, and make data-driven decisions to optimize marketing efforts.
What online platforms yield the best ROI?
Determining the online platforms that yield the best ROI depends on your specific business goals, target audience, and marketing strategies. Conducting thorough research and analytics will help identify which platforms, such as social media, search engine optimization, or paid advertising, are most effective in achieving your desired results. Regularly evaluating performance metrics will allow you to adjust your online marketing efforts for optimal ROI.
Which social media channels improve client engagement?
To improve client engagement, focus on utilizing social media platforms like Facebook, Instagram, and Twitter to interact with your audience effectively. By creating compelling content and actively engaging with users on these platforms, you can enhance client engagement and build lasting relationships with your audience.
How do successful contractors leverage SEO?
Successful contractors leverage SEO by optimizing their website with relevant keywords, creating quality content, and earning backlinks from reputable sources. This helps them rank higher in search engine results, increase visibility, and attract more organic traffic to their business. By consistently focusing on SEO strategies, contractors can reach a wider audience and generate more leads for their services.
Can targeted content increase business inquiries?
Targeted content has the potential to increase business inquiries by capturing the interest of your desired audience and addressing their specific needs and preferences. By delivering relevant and engaging content through various digital marketing channels, you can attract more potential customers and ultimately drive inquiries for your business.
Is email marketing viable for contractor services?
Email marketing can be a viable strategy for contractor services to stay in touch with previous customers and nurture leads. By sending targeted and relevant content, contractors can build relationships and generate repeat business.
What analytics tools monitor marketing success?
You can monitor marketing success by utilizing analytics tools that track key metrics such as website traffic, conversion rates, and customer engagement. These tools enable data-driven decision making and help identify areas for improvement in your marketing strategies.
Do industry partnerships benefit lead generation?
Industry partnerships can benefit lead generation by expanding your reach and tapping into new audiences. Collaborating with industry experts can boost credibility and attract more potential customers to your business.
How often should contractors update their portfolio?
Contractors should regularly update their portfolios to showcase their latest projects and capabilities, keeping potential customers engaged and informed about their current offerings. This can help demonstrate their continued expertise and relevance in the industry, attracting new clients and maintaining existing relationships.
Is customer feedback crucial for lead acquisition?
Customer feedback is crucial for lead acquisition as it provides valuable insights into customer preferences and satisfaction levels, helping businesses tailor their marketing strategies to attract more leads effectively. By listening to customer feedback, businesses can improve their products or services, build trust with potential customers, and ultimately increase lead acquisition.
Which design elements appeal to potential clients?
Design elements that appeal to potential clients include clear and compelling messaging, visually appealing graphics, and easy-to-use website features that enhance the user experience and make a positive impression. By incorporating these elements, you can attract and engage visitors effectively, increasing the likelihood of conversion and customer retention.
What budget allocation works for small firms?
Small firms can benefit from a budget allocation that focuses on targeted online marketing strategies to maximize their resources and reach their specific audience effectively. By investing in digital marketing techniques such as SEO, social media, and pay-per-click advertising, small firms can achieve cost-efficient results and compete with larger competitors.
How does local search optimization drive leads?
Local search optimization drives leads by ensuring that your business appears prominently in local search results, increasing visibility to potential customers in your area and driving targeted traffic to your website. By optimizing for local keywords, geographic targeting, and Google My Business listings, you can attract qualified leads and convert them into customers.
What frequency of blog posts is optimal?
The optimal frequency of blog posts can vary depending on your audience, industry, and resources. It's essential to find a balance that allows for consistent, quality content without overwhelming your audience.
Do virtual consultations attract more business?
Virtual consultations can attract more business by providing convenience, reaching a wider audience, and allowing for personalized interactions with potential customers. By offering virtual consultations, businesses can showcase their expertise, build trust, and convert leads into loyal customers.
Are eco-friendly practices a marketing advantage?
Eco-friendly practices can be a significant marketing advantage in today's environmentally conscious market. Consumers increasingly value sustainability and may be more inclined to choose businesses that prioritize eco-friendly initiatives.
How critical are mobile-optimized websites for leads?
Mobile-optimized websites are crucial for generating leads as more users access websites from mobile devices. Failure to have a mobile-friendly site can result in a poor user experience and lost lead opportunities.
What loyalty programs encourage client referrals?
Loyalty programs that offer incentives or rewards for client referrals are effective in encouraging customers to refer others to your business. These programs can help increase customer retention and satisfaction while also expanding your customer base through word-of-mouth referrals.
Are trade shows a good investment for exposure?
Trade shows can be a good investment for exposure as they provide a direct platform to showcase your services and products to a targeted audience. It allows for face-to-face interactions and networking opportunities that can lead to potential business partnerships and leads.
Does community involvement influence brand awareness?
Community involvement can indeed influence brand awareness by showcasing a company's commitment to giving back and supporting local causes. This can help build a positive reputation and stronger connections with the community, ultimately increasing brand visibility and recognition.
How impactful are professional certifications on reputation?
Professional certifications can significantly boost a contractor's reputation by demonstrating expertise and credibility in their field. Clients are more likely to trust and choose contractors with relevant certifications as it indicates specialized knowledge and adherence to industry standards.
Can a strong brand identity secure more contracts?
A strong brand identity can play a significant role in securing more contracts by building trust, credibility, and recognition among potential customers. It helps differentiate your business from competitors and creates a lasting impression that can attract and retain clients.
Is networking with local businesses advantageous?
Networking with local businesses can be advantageous as it can lead to potential collaborations, referrals, and a wider reach within the community. Building relationships with other businesses can help create a supportive network and generate new business opportunities.
Do how-to guides attract homeowners to services?
How-to guides can attract homeowners to services by showcasing expertise, providing value, and building trust with potential customers. They offer valuable information and solutions, positioning the service provider as a knowledgeable resource in the industry.
Should contractors diversify services for better leads?
Contractors can enhance lead generation by diversifying services to attract a wider range of potential clients. However, it's important to ensure that these additional services complement their core offerings and expertise to maintain quality and reputation.
Are before-and-after photos effective in marketing?
Before-and-after photos are highly effective in marketing as they visually showcase the transformation and results of your landscaping and hardscaping projects, helping to build credibility and attract potential customers. By demonstrating the quality of your work through visuals, you can effectively showcase your expertise and capabilities, leading to increased interest and engagement from your target audience.
Can video testimonials enhance trust with prospects?
Video testimonials have been shown to enhance trust with prospects by providing authentic feedback from satisfied customers. When prospects see real people sharing positive experiences, it can help build credibility and confidence in your services.
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