Google Local Services Ads (LSAs) are a powerful way for local businesses to connect with potential customers. However, many companies fail to make the most of this tool simply because they don’t manage their leads effectively. In this guide, we’ll walk you through the key lead management practices and tools within LSAs to help you boost your ad performance and get better results.

We’ll also include five video tutorials that explain how to work with the various lead tabs in detail, making it easier for you to take action and see improvements quickly.

The Importance of the Leads Tab

The Leads tab is the backbone of your success with LSAs, accounting for 90% of your results. Companies that mark their leads accurately and in a timely manner consistently outperform competitors, ranking higher and receiving more leads.

By marking leads as soon as they come in—whether responding to message leads or answering phone calls—you train Google’s algorithm to deliver better-quality leads to your business. Neglecting this crucial step can cause leads to pile up, costing you valuable opportunities.

Overview of the Lead Tabs

The Leads tab includes several sub-tabs, each serving a distinct purpose:

1. New
2. Active
3. Booked
4. Completed

Each tab plays a role in the lead management process, and understanding how to navigate and update them is vital. Below, we break down the function of each tab and how to use them effectively.

1. New Tab

The New tab is where all new leads first appear. This includes incoming phone calls and message inquiries. Here’s how to handle leads in the New tab:

• Review Each Lead:
  • For message leads, review the content of the message.
  • For phone call leads, listen to the call recording (calls longer than 60 seconds typically indicate meaningful interactions).
• Rate Leads: Mark each lead as “Very Satisfied,” “Satisfied,” or “Very Dissatisfied.”
  • For satisfied leads, indicate why they are relevant to your business.
  • For bad leads, specify the reason (e.g., wrong service type, job inquiry, etc.). This helps train Google’s algorithm to refine lead quality.
• Action Steps:
  • Archive leads that don’t qualify.
  • Mark good leads as “Booked” or “Upcoming” to move them through the pipeline.

2. Active Tab

The Active tab is the most critical section to manage. Leads often “hide” here, causing businesses to miss opportunities. Clearing this tab regularly is essential to maintaining a high lead volume.

• Clear Out Backlogs:
  • Go through each lead in the Active tab.
  • Listen to phone calls or review messages.
  • Mark leads as “Booked,” “Archived,” or “Completed” as appropriate.
• Consistency is Key:
  • Make it a habit to review and clear the Active tab daily. This real-time management keeps your leads organized and ensures Google sees your business as responsive.
• Pro Tip: If you have a significant backlog, prioritize clearing it out quickly rather than being overly meticulous about rating every lead.

3. Booked Tab

The Booked tab stores jobs that you’ve scheduled as “Upcoming.” Once the scheduled time has passed, these leads automatically move to the Completed tab.

• What to Do Here:
  • Edit appointment times or details if there are changes.
  • Keep an eye on this tab to ensure appointments are accurate, but it requires less frequent management compared to New and Active tabs.

4. Completed Tab

The Completed tab serves as a log of past jobs. Leads automatically move here after their scheduled time in the Booked tab has passed.

• Minimal Interaction Needed:
  • Use this tab to review call recordings or messages for analysis.
  • No significant action is required here.

Tips for Success

1. Mark Leads Accurately: Properly rate leads and mark them as booked, archived, or completed. This helps Google’s algorithm deliver more relevant leads over time.
2. Clear Tabs Daily: Keeping tabs like Active and New clear ensures you’re not missing opportunities.
3. Be Proactive: Respond to leads in real-time whenever possible. Speed and consistency are key to staying ahead of competitors.
4. Train the Algorithm: By accurately marking bad leads, you’re “training” Google to avoid sending similar low-quality leads.

Final Thoughts

Managing your leads effectively within Google Local Services Ads is the single most important factor in improving your ad performance. By mastering the use of the New, Active, Booked, and Completed tabs, you’ll not only increase your lead volume but also enhance the quality of leads over time. If you need help with setting up or optimizing your Google Local Services Ads account, feel free to contact us today so we can help you get started!

Take the time to set up a daily routine for lead management, and you’ll see noticeable improvements in your results. Watch the embedded videos for step-by-step guidance, and start implementing these tips today!