Local Service Ads are designed to drive real leads—not just clicks. Below are answers to the most common questions we hear from clients.

Accessing Your Dashboard & Leads

You can log into your Local Service Ads dashboard here:
👉 https://ads.google.com/localservices

 

(Select which business/location you want to work with if you have multiple options here.) 

Inside your dashboard, you can:

  • View all incoming leads (calls, messages, bookings)
  • See lead details (time, type, and customer info)
  • Listen to recorded phone calls

How to replay a phone call:

  1. Go to the “Leads” section
  2. Select the specific lead
  3. Click the play button next to the call recording

This is a powerful tool to evaluate lead quality and track performance.

How the Budget Works (And Why You Might Spend $0)

Local Service Ads use a Pay Per Lead model—not Pay Per Click.

Here’s how that impacts your budget:

  • You set a weekly budget, not a daily one
  • You are only charged when someone contacts you through the ad
  • If no one reaches out → you spend $0, even with a budget set

You are charged when:

  • A customer calls or messages you through the ad
  • The lead is legitimate and within your service area

You are NOT charged when:

  • The lead is spam, wrong number, or outside your services
  • You successfully dispute the lead with Google
  • No leads come in at all

👉 Important: Your budget is a cap, not a guaranteed spend.

Are Leads Guaranteed?

No—leads are not guaranteed.

While Local Service Ads are designed to generate high-intent inquiries, factors like:

  • Competition in your area
  • Your budget
  • Your reviews and rating
  • Your responsiveness

…all impact how many leads you receive.

Will My Ads Always Show Up?

No—Local Service Ads do not show 100% of the time.

Even if someone searches for your service, your ad may not appear. That’s because Google rotates ads based on several factors.

How Google Decides When to Show Your Ad

Google uses a combination of signals to determine visibility, including:

  • Your budget & remaining spend
  • Your proximity to the searcher
  • Your Google review rating & volume
  • Your responsiveness (how quickly you answer calls/messages)
  • Your business hours
  • Competition from other advertisers

👉 The better your performance across these areas, the more often your ad can appear, but ultimately it is a system that Google controls. 


Ad Scheduling (When Your Ads Show)

Local Service Ads allow you to control when your ads are eligible to appear based on your selected hours.

You can choose to run your ads:

  • During business hours only
  • 24/7 (all day)
  • Or on a custom schedule

This setting directly impacts both lead quality and your ability to respond quickly—which is a key ranking factor.

Option 1: Business Hours Only

Pros:

  • You’re available to answer calls in real time
  • Higher chance of converting leads into booked jobs
  • Helps maintain strong responsiveness (which improves ranking)

Cons:

  • You may miss after-hours or emergency leads
  • Less overall visibility compared to 24/7 ads

👉 Best for: Businesses that rely on live interaction and want higher-quality, more manageable leads.

Option 2: 24/7 (All Day)

Pros:

  • Maximum visibility and reach
  • Capture leads outside of normal hours
  • Great for emergency-based services (plumbing, HVAC, etc.)

Cons:

  • Missed calls can hurt your responsiveness score
  • Lower conversion rates if you can’t respond quickly
  • Potential for wasted opportunities if follow-up is delayed

👉 Best for: Businesses that can answer calls after hours or offer urgent services.

Option 3: Custom Schedule

Pros:

  • Flexibility to align with staffing and peak demand times
  • Ability to prioritize high-conversion time windows
  • More control over lead flow

Cons:

  • Requires monitoring and adjustments
  • May limit visibility if too restrictive

👉 Best for: Businesses looking to balance lead volume with availability.

Why Ad Timing Matters

Google prioritizes businesses that:

  • Answer calls quickly
  • Respond to leads consistently

If ads are running when you’re unavailable, it can negatively impact performance over time.

How We Optimize & Improve Performance

While Local Service Ads are more automated than traditional Google Ads, there’s still strategy involved.

At Callan Group Communications, we help improve results by:

    • Optimizing your service categories & coverage areas*
    • Monitoring and learning from low-quality leads
    • Tracking call performance and lead quality
    • Adjusting budgets based on demand and seasonality*
  • Aligning ad schedules with your availability*
  • Ensuring fast response times to maximize ranking

👉 Small adjustments can make a big difference in visibility and lead quality.

* Budgets and Service areas can be monitored and edited by clicking on the menu and going to “Profile & Budget”

Final Takeaway

Local Service Ads are built for simplicity and lead generation:

  • You only pay for real inquiries, which means sometimes the budget doesn’t get used at all.
  • You control your budget
  • Performance depends on trust, responsiveness, and competition

With the right strategy and ongoing optimization, LSAs can become a powerful and consistent source of new business.