Google Local Services, wired in properly.

Local Services Ads sit above everything — above the paid ads, above the map pack — with a green checkmark that says Google Guaranteed and a price model that says pay per lead, not per click. For HVAC they are frequently the cheapest marketed lead in town. They are also widely mismanaged, because LSA success is operational: answer speed, dispute discipline, and review velocity decide your rank far more than budget does.

What management actually involves

• Screening and verification shepherded through — background checks, licensing, insurance — until the badge is live.
• Dispute routine for junk leads: solicitations, wrong-service calls, and out-of-area rings get credited back instead of quietly eaten.
• Review velocity maintained through the reputation system, because LSA rank leans on recency.
• Answer-rate protection — LSA punishes missed calls, which is precisely the leak the AI answering desk closes.

The follow-through problem

An LSA lead is a person mid-emergency, and half the shops in the auction will make that person repeat their story to a voicemail. The other half win. Wiring LSA into the same attribution and booking machinery as every other channel means the dashboard can finally compare LSA’s cost per booked job against Google Ads and the organic machine — and budget follows arithmetic instead of vibes.

Setup, dispute discipline, and the wiring all come from one builder with one phone number. Start with the estimate call; if you already run LSA, bring last month’s lead list and we will count what should have been disputed.