Running Local Service Ads (LSAs) can feel like a gamble when they fail to deliver results. If you’re investing time and money into campaigns that aren’t converting, it’s frustrating—but not irreversible. Here’s how to identify the problem and turn your LSA strategy around.
Why Low Performance in LSAs Happens
LSAs are designed to connect local businesses with customers actively seeking their services. But if impressions and leads are low, there’s likely an issue with targeting, budget allocation, or setup. For example, low impression counts often indicate problems with service categories, geographic targeting, or Google’s algorithm prioritizing competitors.
Tip: Check if your business profile is fully optimized. Missing details can hurt visibility.
Are You Targeting the Right Audience?
One of the most common mistakes is selecting overly broad or irrelevant service categories. Even if you think your services align with the chosen categories, Google might not agree. Double-check that your service offerings match exactly what potential customers are searching for.
Geographic targeting also plays a big role. While serving multiple locations increases reach, spreading your budget too thin can dilute results. Focus on high-priority areas first, especially where competition may be lower.
How Budget Impacts LSA Success
A $160 weekly budget might sound reasonable, but in competitive markets like Los Angeles, it could barely scratch the surface. Tripling the budget without seeing results suggests inefficiencies elsewhere. Google’s ad system favors accounts with consistent spend and strong performance metrics.
Action Item: Test smaller budgets in specific niches before scaling up.
Optimize Your Business Profile
Your Google Business Profile is the backbone of your LSA campaign. Ensure every detail is accurate: hours, contact info, photos, and reviews. Having 100+ 5-star reviews is great, but incomplete sections can still hurt credibility.
Also, verify that your profile highlights unique selling points. Customers need a reason to choose you over competitors, even at the ad level.
Practical Steps to Improve LSA Performance
Fixing underperforming LSAs requires a methodical approach. Start by addressing these key areas:
- Refine Service Categories: Remove generic options and focus on niche services with less competition.
- Adjust Geographic Targeting: Prioritize zip codes or neighborhoods with higher intent.
- Increase Ad Spend Gradually: Allocate more budget to top-performing categories instead of spreading it evenly.
- Enhance Visuals & Messaging: Use professional photos and clear descriptions to stand out.
Track and Iterate
Monitor performance weekly and adjust based on data. If certain services or locations perform better, allocate more resources there. Don’t wait months to pivot—LSAs thrive on agility.
What’s Next?
Turning around lackluster LSA campaigns isn’t about throwing more money at the problem. It’s about precision, optimization, and understanding what drives customer behavior. Start with the steps outlined above, and give yourself time to see measurable improvements.
Remember: Consistency builds momentum. Stick with adjustments for at least 4-6 weeks before evaluating again.