Local Services Ads and Google Ads for roofing companies.

LSAs now run inside the same Google Ads account as Search, paced against one combined budget. A run of expensive LSA leads on a Monday hits Search the same week, so we plan and read both as one budget.

Our full approach is on the Local Services Ads service page; the roofing playbook is on Local Services Ads for roofers.

First the account must clear Google Verified screening: a business-level background check, a current state roofing license in the legal entity's name, and general liability insurance at Google's limits, the certificate naming the same entity.

Roofing onboardings commonly stall here, on a license held personally rather than by the LLC or a certificate that expires mid-review. Renewals matter too: an expired certificate suspends the badge, and a suspended badge stops the leads.

LSA charges per lead and counts contacts a roofer would not: wrong numbers, tire-kickers outside the service area, solar and gutter inquiries, calls that disconnect in four seconds.

Google credits low-quality charged leads automatically, usually within 30 days, but no longer credits leads marked job type or geo not serviced. So every week we keep job types and service area accurate and rate bad leads with Rate this lead.

The older process is in our earlier guide to LSA disputes.

LSA reporting is incomplete by construction: it shows charged leads, not credited ones, and uncharged contacts never line up with the rest of the account. Until it is reconciled against credits and the CRM, any blended cost per job including LSA is wrong.

Storms rewrite the calendar. Retail re-roof demand is steady enough to budget monthly; storm demand arrives in days and vanishes as fast.

The day after a hail event, quiet-month bids are wrong: every metro roofer bids on the same zip codes, and the leads are still worth taking. That call takes hours, as in scaling Meta and LSAs in 48 hours after a storm.