Local Services Ads, managed to cost per booked job
Local Services Ads sit above the normal search ads with a Google Guaranteed or Google Screened badge, and you pay per lead instead of per click. They are excellent for home services, legal and dental, and badly run in most accounts: unverified profiles, junk leads never disputed, and no idea whether LSAs or search produce cheaper booked jobs. We run both and compare them every month. and run alongside your search campaigns.
LEADSTACK™ Five layers. One account that keeps growing.
Most Google Ads accounts are one campaign wearing five hats. LEADSTACK is how we build a lead-gen account instead: the campaign types stacked in the order that pays, each layer fed by the booked jobs the layer below it produced.
Remarketing · videoSupport
Remarketing · displaySupport
Performance MaxScale
Local Services AdsCore
SearchCore
One campaign, five jobs
Booked jobs → Google
0:00 · The leak
You are paying for clicks. You need booked jobs.
Most accounts we audit have one campaign doing five jobs, broad match with no negative list, and Google optimizing toward form fills it never sees close. That is where the budget goes.
0:38 · Layer 1 · Search
Capture the demand that already exists.
Exact and phrase match, split by service value and urgency, with call ads while someone answers the phone. The base of the stack and usually 55 to 70 percent of the budget.
1:12 · Layer 2 · Local Services Ads
Pay per lead, above the ads.
Where the category qualifies, the Google Screened or Guaranteed badge sits above every search ad. We run it beside search, dispute junk leads weekly and compare cost per booked job each month.
1:40 · Layer 3 · Performance Max
Scale, but only on real data.
Performance Max finds more of the people who already book with you, if it is fed booked-job conversions and fenced with brand exclusions and search themes. Switched on in month two or three, never on day one.
2:10 · Layer 4 · Remarketing on display
Bring back the 95 percent who left.
Most visitors do not call on the first visit. A small display budget, 30-day windows and one message per service keeps the quote request alive for a few dollars a day.
2:35 · Layer 5 · Remarketing on YouTube
Be the name they remember.
For long decisions like a roof, an implant or an injury case, six-second bumpers to past visitors cost cents per view and lift branded search and close rate.
3:05 · The loop
Booked jobs flow back to Google. Bids follow revenue.
Offline conversion imports tell Google which clicks became customers, so every layer bids toward the cases that pay. By month three the target is hit, or our fee drops to zero until it is.
Film in production · storyboard preview0:00 / 3:40
The film is being shot with Hamid this quarter. Until it is live, the storyboard above walks the same chapters.
People type different words for different needs. Here is what each usually means and whether we are the right answer, including when we are not.
LSA management
Looking for: Someone to set up and run Google Guaranteed or Screened ads
Right fit: This page. Included in monthly management.
Google Ads agency
Looking for: Search, LSAs and remarketing run together
Right fit: DGENCY management from $999 a month.
Google Ads audit
Looking for: A check on whether LSAs and search are set up right
Right fit: The $299 audit covers both.
Google Ads expert
Looking for: An experienced strategist on the account
Right fit: Hamid reviews every account weekly.
HamidFounder · Head of Google Ads
The expert
Hamid has been running Google Ads since it was called AdWords.
Started running AdWords accounts in 2014 and never stopped. Hamid leads the weekly review for every account, sets the strategy and approves every structural change. He built DGENCY's tracking-first process after years of taking over accounts that had been optimized for cheap leads instead of booked jobs.
MBA, Marketing
Google Ads certified since 2014
Google Partner agency
$38M+ managed
Reviews every account weekly
“Every account I take over has the same problem. Someone optimized it for cheap leads and the owner cannot understand why the phone rings with people they cannot help. We fix the measurement, then we fix the account. It is not complicated. It just takes people who have done it many times.”
You pass Google's background and license checks, set a weekly budget, and pay a fixed amount per lead. Ranking depends on reviews, responsiveness and budget, not on keywords.
Google Guaranteed (home services) or Google Screened (legal, dental, other professional services)
Pay per lead: $25–$90 for most home services, $100–$400 for legal in big metros
Ranked by review score and count, response time and hours
Leads are calls and messages, with a dispute process for junk
No keywords, no landing pages; the profile is the ad
02
What we do for your LSA account
Setup is the easy part. The value is in the weekly work most owners never get to.
Verification, license and insurance documents, background checks
Job types, service areas and hours tuned to what you actually want
Review request process so the profile keeps ranking
Weekly dispute of junk leads so you do not pay for them
Response-time process: LSAs punish slow answers
Monthly cost per booked job compared with search, budget moved accordingly
03
LSAs and search together
LSAs alone cap out fast and give you no control over which searches you win. Search alone misses the top of the page. The combination is what works.
LSAs take the highest-intent, badge-sensitive searches
Search covers treatment- and service-specific terms LSAs cannot target
Remarketing brings back researchers from both
One report: cost per booked job by channel
What we found in the last ten audits
The same leaks, every time
Ten lead-gen accounts we audited this quarter, all previously run by agencies or in-house. This is why an expert starts with measurement, not bids.
9 of 10accounts had conversion tracking that counted spam, duplicates or short calls
31%average share of spend on search terms that could never become a job
7 of 10sent traffic to the home page instead of a service-specific landing page
0 of 10imported closed deals back into Google Ads as offline conversions
6 of 10ran ads around the clock while calls went to voicemail after hours
$4,100average monthly spend we would have moved or cut in those accounts
The first 90 days
What happens after you say yes.
The same sequence on every account, because it works. You see the written plan before week two.
Days 1–14
Audit line by line. Rebuild call, form and CRM tracking so only real leads count. Agree the target in writing.
Days 15–30
Blueprint and build: campaigns by service line and value, negatives from day one, landing pages for core services, bidding set to lead value.
Days 31–60
Weekly search-term work, bid and budget moves toward booked jobs, first landing page tests, first monthly revenue review.
Days 61–90
Offline conversions flowing, smart bidding learning from closed deals, scaling in steps where cost per booked job holds. Target checked against the written agreement.
Tools we run
Google Ads (Search, Local Services Ads, Performance Max for lead gen, YouTube, remarketing)
GA4 and Google Tag Manager, server-side where it pays
CallRail and WhatConverts for call tracking and recordings
HubSpot, ServiceTitan, Jobber, Clio, Dentrix and other CRM or job-software integrations for offline conversions
Google Sheets and Looker Studio for one-page revenue reporting
In-house AI tooling for nightly search-term mining, call transcript scoring and ad drafts
What you get with Hamid through DGENCY
LSAs take the highest-intent, badge-sensitive searches
Search covers treatment- and service-specific terms LSAs cannot target
Remarketing brings back researchers from both
One report: cost per booked job by channel
Compare
Expert vs. agency vs. freelancer
Criterion
Freelancer
Big agency
DGENCY
Who does the work
One person, one skill set
Junior buyer, rotates yearly
Hamid + a dedicated Google Ads strategist + specialists
Tracking
Usually a thank-you page
Google's default conversions
Calls, forms, CRM revenue
When numbers dip
Goes quiet
Sends a deck
Fixes it; fee drops to $0 if target is missed
Contract
Month to month
6–12 months
3 months, then month to month
Campaign types
Which Google Ads campaign types we run for a lead-gen account, and which we skip.
Every campaign type Google offers has a job. Most accounts we audit run the wrong ones, or run the right ones in the wrong order. This is the mix for a lead-gen account, in the order it is switched on.
CoreRuns from day one and carries most of the budget.
ScaleAdded once booked-job tracking is proven, usually month two or three.
SupportA small budget with one specific job.
Not hereWe would not run it for this account, and we say why.
SearchLSAPMaxDisplay RMKVideo RMK
Starting split of the monthly budget, rebalanced every month by cost per booked job. Shares are the midpoint of each range.
Core55–70%of budget
Search
Responsive search ads · exact and phrase match
Why it is core
Captures people typing the problem into Google right now. Split by service value and urgency so bids follow revenue.
How we set it up
One campaign per intent tier, never one campaign for everything
Exact and phrase match with a shared negative list from day one
Ad schedule and bid adjustments around open hours
Location targeting by service area, not a city-wide radius
Core10–25%of budget
Local Services Ads
Google Screened / Google Guaranteed · pay per lead
Why it is core
The badge unit above the search ads for eligible service categories. You pay per lead, not per click.
How we set it up
License, insurance and background checks submitted and kept current
Junk leads disputed every week
Reviews synced from Google Business Profile
Cost per booked job compared with search every month
Scale10–20%of budget
Performance Max
Asset groups across Search, YouTube, Display, Gmail and Maps
Why it is a scale layer
Finds more of the people who already convert with you. Only useful after it has clean booked-job data to learn from.
How we set it up
Never switched on before offline conversions are flowing
Brand exclusions and search themes on every asset group
One asset group per service, with real photos rather than stock
Lead form questions that filter price shoppers
SupportInside search
Call ads
Call-only ads and call assets on mobile
Why it is a support layer
Puts a tap-to-call number in front of people on their phone during the hours someone will answer. Every call is recorded and scored.
How we set it up
Runs only while the phone is staffed
Calls under 60 seconds left out of the conversion count
Recordings scored weekly so the ad group learns from booked calls
Support3–6%of budget
Remarketing (display)
Display ads to past visitors and past callers
Why it is a support layer
Brings back the visitors who did not call or book the first time. Cheap, and it lifts the conversion rate of every other layer.
How we set it up
Audiences by page visited at 7, 30 and 90 days
Frequency capped at three a day
One message per service, with the offer in the headline
Customers who already booked are excluded
Support2–5%of budget
Remarketing (video)
YouTube bumpers and skippable in-stream to past visitors
Why it is a support layer
Keeps your name in front of people mid-decision for a few cents a view. Best where the buying decision takes days or weeks.
How we set it up
Six-second bumper cut from a phone-shot founder video
Audiences shared from the search and display campaigns
Measured on branded search lift and assisted bookings, not views
Not here0–10%of budget
Demand Gen
Visual prospecting across YouTube, Discover and Gmail
Why we skip it
Puts a visual offer in front of lookalike and in-market audiences before they search. Earns its place only for high-ticket, image-led services.
What would change our mind
Lookalikes built from booked customers, not site visitors. Job-site or before-and-after creative. Capped at ten percent of budget until cost per booked job matches search.
With DGENCY—leads / month—customers / month—revenue / month
Assumes cost per lead $110 → −30% and lead-to-customer rate 30% → +25% after tracking and structure are fixed, at $2,200 per customer. Open the full projector to use your own numbers.
Proof
The proof is in the booked jobs
Numbers our clients get paid on, from accounts in home services, legal and healthcare.
HVAC
Summit Air & Heat
Phoenix, AZ · $9,000/mo ad budget
−58%Cost per booked job ($142 to $59)
+188%Booked jobs per month in 5 months
Rebuilt call tracking, cut 1,900 wasted search terms in month one, moved budget to AC replacement in summer and furnace in winter.
8 client stories
★★★★★
“Three agencies before DGENCY. Every one of them sent me a report with a bunch of graphs. Hamid sent me a spreadsheet of booked jobs and what each one cost. That was the whole difference.”
Rick MorenoOwner, Canyon Air Conditioning
★★★★★
“They told me in the first call that my landing page was the problem, not the ads. I did not want to hear it. They were right, and signed cases went from four a month to fourteen.”
Danielle HarperManaging Partner, Harbor Injury Law
★★★★★
“We are a small practice. I was worried we would be too small for a real agency. Hamid looks at our account personally and my front desk knows exactly which new patients came from ads.”
Dr. Sana PatelOwner, Bright Smile Dental
★★★★★
“Our old agency reported clicks. DGENCY reports booked jobs, and the number went from 61 to 140 a month on the same budget once the tracking was honest.”
ME
Marcus EllisonOwner, Summit Air & Heat
★★★★★
“Hamid called our office as a customer before we signed and told us we missed a 4pm call. That is the level of detail. Cost per booked job is down 38 percent.”
LO
Lena OrtizGeneral Manager, TrueLine Plumbing
★★★★★
“Three quotes a week became eleven. The difference was the search terms they cut and the financing line they put in the ad. Nothing fancy, just correct.”
GW
Grant WhitakerOwner, Bluegrass Roofing
★★★★★
“We are a two-attorney firm. They gave us a plan for $5,000 a month and did not try to sell us $20,000. Consults are up 70 percent and the fee is flat.”
PN
Meera NairPartner, Keystone Estate Law
★★★★★
“Quarterly plans at $41 each from Local Services Ads and search together. Our previous agency never turned LSAs on. They did it in week two.”
The same process on every account. Management from $999 a month, never a percentage of spend; your ad budget is paid to Google in your own account. Three-month minimum, then month to month, with the fee dropping to zero if we miss the written target.
01
Weeks 1–2
Audit and tracking rebuild
We audit the account line by line and rebuild the measurement so that only real leads count.
02
Week 2
Blueprint
A written plan that maps your budget to the services and areas that make you the most money.
03
Weeks 3–4
Build
New campaign structure, ad copy and landing pages, built in your account, owned by you.
04
Month 2 onward
Run, learn, scale
Weekly hands-on optimization with AI doing the heavy lifting and Hamid making the calls that matter.
One-time
$299
Account audit
A line-by-line review of your existing Google Ads account, tracking and landing pages, with a written list of what to fix and what it is costing you. Credited toward setup if you continue.
Full hands-on management by Hamid and an experienced Google Ads strategist. Fee scales with the complexity of the account (service lines, locations, campaign types), not with your ad spend.
Everything in phases one to three: tracking rebuild, blueprint, campaign build and the first landing pages. Priced by the number of service lines and locations.
More on the FAQ page, or send your numbers with the growth plan request.
Are Local Services Ads worth it?
For home services, legal and dental in most metros, yes. Per-lead pricing is often below search, and the badge lifts trust. They work best alongside search, not instead of it.
Can you dispute bad leads?
Yes. Wrong service area, spam, job seekers and solicitations are disputable. We review every lead weekly and dispute the ones that qualify, which typically recovers 10–20% of LSA spend.
Why is my LSA ranking low?
Usually review count, response time or hours. We fix the review process and the intake response first; budget matters less than people think.
Do you charge extra for LSA management?
No. It is part of monthly management when your business qualifies.
Do you work with my industry?
If your revenue starts with a call, a form, a quote or an appointment, almost certainly. Home services, legal, dental and healthcare are where we have the most accounts.
Will you take over an account another agency built?
Yes, and without pausing what works. We audit first, fix tracking, then rebuild in a way that keeps the history Google has learned.
What results should I expect in the first 90 days?
Honest numbers by week two, a clear drop in cost per booked job by the end of month two, and scaling in month three. Across our accounts the average cost per booked job falls 41% in the first 90 days, and 87% hit the agreed target.
Ask Hamid directly
Send your numbers and get straight answers in the written plan.
