Roofing Local Service Ads (LSAs)

To run LSAs, a roofing company passes Google's screening and verification process. Google says the checks vary by category and location and may include background, business registration, insurance and license checks, plus a minimum number of reviews. Once approved, your business can appear in the Local Services unit on relevant Google Search and Maps results.

Instead of paying per click, you pay per valid lead. Google counts a lead when you answer a call or call the customer back and speak with them, when you receive a text, email, voicemail or booking request, or when you miss a call during your business hours and the caller stays on the line for more than 20 seconds. Follow-up contact from the same phone number or email within 15 days is not charged again.

Google replaced its earlier LSA badges, including Google Guaranteed, with one Google Verified badge. Existing advertisers who had completed verification received it automatically, and new advertisers earn it by completing the screening and verification process. Google says the change does not affect LSA ranking.

Google also discontinued the Money Back Guarantee tied to the old Google Guaranteed badge. Customers could only request reimbursement for services booked through Local Services Ads before December 7, 2025. Roofers should remove any claim that Google backs their work with a guarantee from their website, ads and sales scripts.

Google's systems screen each lead when the homeowner first makes contact and do not charge for leads judged invalid or low quality, such as spam or duplicates. Charged leads are reassessed over time and credited automatically if Google later rates them low quality. Credits usually land in your account balance within 30 days, and the original charge still shows on your invoice.

Google no longer gives credits for "job type not serviced" or "geo not serviced" leads. That makes accurate service areas and job types more important than ever. You can still rate any lead through the lead feedback survey, and Google says it may occasionally credit leads reported that way.

Google is migrating Local Services Ads into Google Ads as Performance Max campaigns with pay-per-lead goals. Roofing is on Google's list for the first phase, which began in August 2026 for select U.S. home and storefront service providers. Service-area businesses without a physical storefront, which describes many roofers, are scheduled for late 2026. Your account administrator gets an email 14 days before your migration date, plus a banner in the LSA dashboard.

The pay-per-lead model, the Search and Maps placements and the keywordless targeting stay the same. What changes:

Google ranks LSAs through an auction that weighs your bid and budget, how likely your ad is to produce a lead, how relevant your business is to the search, and your profile quality. Profile quality includes your rating, number of reviews, average response time, high-quality photos and the verification checks you've completed. To perform well:

LSAs are excellent for high-intent local demand, but they're not a complete strategy on their own. Pair them with Google Search Ads for broader query coverage, strong local SEO for compounding organic leads, and a fast website plus instant follow-up so every LSA lead actually turns into a booked inspection.