The Secret to Winning With LSAs: Reviews First, Speed Second

When contractors talk about Google Local Services Ads (LSAs), the conversation often centers on cost-per-lead and visibility. But here’s the truth: nothing impacts your success more than reviews.

Google designed LSAs to be trust-based. If your business doesn’t have a strong reputation, you won’t rank — no matter how much you spend. Messaging, response speed, and availability all matter, but reviews are the bedrock.

Why Reviews Matter Most

Google uses reviews as the single strongest ranking signal for LSAs. More than your budget. More than your service area. More than your bid.

Here’s why:

• Reviews boost placement. Businesses with higher review counts and stronger star ratings consistently appear higher in LSA results. That visibility directly translates into more leads.
• Reviews build instant trust. Homeowners scrolling results make decisions in seconds. If you have 400 reviews with a 4.8-star average, you’ll almost always earn clicks over someone with 25 reviews and a 3.9.
• Reviews lower costs. The better your reviews, the more efficiently Google delivers leads to you — and that means a lower cost-per-lead.

It’s not just about volume, either. Recency and quality matter. A company with 200 reviews in the past year will often outrank a company with 600 reviews that haven’t been updated in five years. Responding to reviews also plays a role. When Google sees consistent engagement (especially thoughtful replies to both good and bad reviews) it signals to the algorithm (and potential customers) that your business is active and trustworthy.

Messaging and Response Time: The Multipliers

Once your review foundation is strong, messaging and speed magnify your advantage.

• Enable messaging. Message leads typically cost less than phone calls, and customers love the convenience of discreet, text-like exchanges.
• Respond in 1–5 minutes. Google measures how quickly you reply to messages over time. Fast responders not only show up more often but also earn the coveted “Typically responds in a few minutes” badge.
• Pair with reviews. When a homeowner sees your top-rated reviews alongside a speed badge, you create an unbeatable combo: trustworthy and responsive.

Google’s tracking is relentless. If your average response time creeps into hours, your rank will drop. Even a well-reviewed business can lose ground if speed slips. That’s why reviews give you the platform, but response time keeps you in front.

Real-World Scenario

Imagine two HVAC companies running LSAs in the same city:

• Company A has 500 reviews with a 4.8-star average. They respond to messages in under 3 minutes.
• Company B has 75 reviews with a 4.2-star average. They respond to messages in under 3 minutes too.

Even with equal response time, Company A will consistently outrank Company B. Customers will also overwhelmingly choose them.

Now flip the script: Company A takes 2 hours to reply, while Company B replies in 3 minutes. Suddenly, Company A’s advantage erodes. They’ll still be carried by their reviews, but over time, Google will favor Company B’s responsiveness — proof that reviews are step one, but speed determines whether you hold onto your edge.

Other Ranking Factors You Should Know

While reviews sit at the top of the priority list, Google does weigh additional signals:

• Background checks & Google Guarantee/Screened status. Verified businesses often see better placement.
• Proximity. LSAs are hyper-local. Your visibility depends in part on how close you are to the searcher.
• Business hours & availability. The more coverage you show (evenings, weekends), the more leads you can capture.

Still, think of these as supporting pieces. Without strong reviews, the other factors can only take you so far.

How to Build Review Power (and Keep It)

Building review strength doesn’t happen by accident. You need a system.

1. Ask right away. The best time to request a review is right after completing a job, when the customer is most satisfied.
2. Automate requests. Use follow-up texts or emails to prompt reviews. Automation ensures nothing slips through the cracks.
3. Respond to every review. Google rewards engagement. A thoughtful response to a positive review reinforces credibility, and a professional reply to a negative review can turn skeptics into believers.
4. Showcase reviews everywhere. Don’t leave them buried in LSAs. Highlight your best reviews in ads, on your website, and in sales proposals.
5. Track review growth as a KPI. Make review count and average score part of your core marketing metrics. They directly impact your ad performance and cost-efficiency.

The Formula for LSA Success

Think of it like an equation:

• Reviews = Trust + Rank
• Messaging + Speed = Visibility + Conversion

Reviews lay the foundation for long-term success. Messaging and speed make sure you maximize every opportunity.

As Google continues to evolve LSAs, businesses with strong reviews will always have the upper hand, no matter how the algorithm changes.

The Bottom Line

If you want to turn LSAs into a consistent, low-cost lead engine, start with reviews. Build a system to earn them, showcase them, and respond to them. Then layer in fast messaging practices to stay competitive. That combination is what separates contractors who dabble in LSAs from those who dominate their market.

Not sure if your profile is optimized or if you’re leaving leads on the table? Our team can audit your LSAs and show you exactly where you stand.

Contact us today to see if your LSAs are working as hard as they could be.