LSAs, The Untapped Goldmine Most Roofers F’up
Most roofers don’t realize how small roofing LSA mistakes can quietly bury their ads.
Google Local Service Ads (LSAs), also known as Google Guaranteed Ads, sit above every other result on Google and remain one of the most powerful Google pay-per-lead ads available in 2025.
For homeowners, these roofing LSAs are the first thing they see when searching for help.
For roofers, they should be the most affordable, highest-intent source of new jobs.
But too many roofing companies set them up once, walk away, and assume the calls will keep coming. Instead, they end up with:
- Random, low-quality calls
- Leads that never convert
- Rising costs per booked job
It’s not that LSAs don’t work. They absolutely do. The problem is how most roofers manage them. Even a few overlooked settings or slow response times can cause Google to throttle visibility, waste ad spend, and send homeowners to competitors.
In this 2025 webinar, we broke down the top five roofing LSA mistakes and showed exactly how to fix them so you can turn Google’s pay-per-lead system into your most consistent, high-ROI source of roofing leads.
Mistake #1: Not Dialing In Profile & Settings
Your LSA profile is your digital storefront. If it’s incomplete, inaccurate, or outdated, Google won’t rank you, and homeowners won’t trust you.
Common Setup Mistakes
- Skipping license or insurance uploads
- Using stock photos instead of real projects
- Leaving out key service categories (like “storm damage repair”)
- Inconsistent hours or missing service areas
Why It Hurts
Google’s algorithm rewards complete, verified profiles. An unfinished listing signals low trust, meaning fewer impressions and fewer clicks, no matter how much you spend.
The Fix
- Fill out every field: licenses, insurance, services, hours, and service radius.
- Upload authentic photos: real crews, branded trucks, before-and-after shots.
- Refresh quarterly to stay current.
💡 Pro Tip: Authenticity wins. A real photo of your crew on a roof outperforms any polished stock image.
Mistake #2: Not Marking Jobs & Leads
Google tracks how you handle your leads, not just how many you get.
If you leave calls unmarked, Google assumes you’re unresponsive.
Common Missteps
- Failing to mark jobs as “booked” or “not booked”
- Letting spam or outdated leads pile up
- Ignoring follow-ups in your dashboard
Why It Hurts
Inactivity signals poor engagement. Google prioritizes roofers who close the loop on every inquiry.
The Fix
- Log in weekly and mark every lead as booked or not booked.
- Keep your dashboard clean by closing old leads.
- Use automation to help your team stay consistent.
💡 Pro Tip: Roofers who manage and mark outcomes consistently see 2–3× more visibility because Google rewards responsiveness.
Mistake #3: Ignoring Disputes
Not every lead is valid, and Google knows that.
But if you’re not disputing bad calls, you’re paying for wasted clicks.
Where Roofers Go Wrong
- Letting spam, wrong numbers, or non-roofing calls slide
- Forgetting to review disputes regularly
- Missing the 30-day window for credits
Why It Hurts
Each unclaimed dispute inflates your true cost per booked job. It’s lost money, and it adds up fast.
The Fix
- Review your LSA dashboard weekly for invalid leads.
- Dispute every spam, out-of-area, or irrelevant call.
- Track credits to confirm refunds post.
💡 Pro Tip: Most roofers leave hundreds in refunds unclaimed each month. Disputing regularly can cut your real cost per booked roof by 20–30%.
Mistake #4: Not Maximizing Reviews
Your reviews aren’t just social proof, they’re a ranking factor.
The more frequent, authentic, and positive they are, the higher your LSAs appear.
Where Roofers Slip Up
- Not asking for reviews after each job
- Ignoring negative feedback
- Responding too late (or not at all)
Why It Hurts
Star ratings and review volume are two of the biggest LSA ranking factors. Fewer reviews = less trust = fewer calls.
The Fix
- Ask for a review before leaving the property.
- Automate review requests via text or email.
- Respond to every review within 24 hours, good or bad.
💡 Pro Tip: Recency matters. Ten fresh reviews this month are worth more than fifty old ones from last year.
Mistake #5: Not Targeting an 85% Booking Rate
Google monitors how often your LSA leads convert into booked jobs.
If your booking rate falls below 85%, your visibility drops.
Why It Hurts
Low booking rates tell Google homeowners aren’t choosing you, so it shows your competitors instead.
The Fix
- Track your booking rate weekly inside your LSA dashboard.
- Respond to new leads within 60 seconds – speed drives rankings.
- Automate after-hours responses and follow-ups for missed calls.
- Nurture unbooked leads with same-day follow-ups.
💡 Pro Tip: Treat every LSA lead like a $20K roof opportunity. Fast response = higher close rates = better rankings.
Bonus: Bidding & Budget Strategy for the Top Spot
Even with a perfect profile and reviews, your bidding strategy can make or break your results.
Common Mistakes
- Setting daily budgets too low
- Ignoring market demand spikes
- Tracking “cost per lead” instead of ROI
The Fix
- Keep budgets steady and avoid pausing or throttling campaigns.
- Raise bids during storm season or high-intent weeks.
- Measure ROI by booked revenue, not raw lead count.
💡 Pro Tip: One $18,000 roof replacement pays for weeks of ads. Always evaluate success in booked revenue, not lead volume.
What Marketing Stage Do LSAs Fall Into?
Local Service Ads sit in the middle of your marketing funnel in between visibility (SEO and Google Maps) and conversion (phone calls and booked jobs).
They capture homeowners who are ready to hire, not just browse.
When optimized, LSAs amplify every other part of your marketing strategy, turning Google visibility into booked revenue.
Where Roofers Win Next
Roofers dominating LSAs aren’t lucky; they’re consistent.
They update their profiles, test features, respond fast, dispute junk leads, and maintain a steady flow of reviews.
When you manage LSAs correctly, they become:
- ✅ Your lowest-cost, highest-intent lead source
- ✅ Your most predictable stream of booked jobs
- ✅ Your foundation for scalable roofing growth
At Roofing REV Marketing, we help roofers:
- Get phones ringing every day
- Dominate LSAs and Google Maps
- Turn Google searches into booked roof replacements
📊 Download: Average Cost of Roofing Leads Chart
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