LSA Setup

SOP: LSA Account Setup

Last Updated: 2026-03-31 Owner: LSA Specialist Status: Active

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Overview

This SOP covers the initial setup of Google Local Services Ads (LSA) accounts for qualified clients. LSA setup happens during the P3 phase of client onboarding. The process includes eligibility verification, account creation, Google verification (business license + background check), and go-live activation.

Timeline: Approximately 6-8 weeks from kickoff to live leads (accounting for Google’s 2-6 week verification process)

Key Tools:

• Google Local Services Ads dashboard
• Google Ads account
• 1Password (credential storage)
• Task Tracker (communication and documentation)

Escalation Path: LSA Specialist → CSM → Ops Lead → Nick

All communication in Task Tracker (not Slack)

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Section 1: Eligibility Verification

Trigger

• Client enrolled in P3 (paid advertising) during onboarding
• Client indicated LSA interest in intake questionnaire
• Client has budget approved for LSA channel

Owner

LSA Specialist (with CSM for client communication)

Prerequisites from P0 Intake

Before starting LSA setup, verify:

1. Client opted in during intake questionnaire

   • Check client profile in Task Tracker
   • Confirm P3 LSA checkbox is checked
   • If missing: Escalate to CSM to confirm with client

2. Service category is LSA-eligible

   • LSA available for: Home services (plumbing, HVAC, electrical, locksmith, general contractors), Professional services (legal, real estate, accounting), and other category-specific services
   • NOT available for: Retail, restaurants, hair salons, most consumer-facing services
   • Reference: Google LSA service category list (search: “Google Local Services Ads eligible categories”)
   • If ineligible: Escalate to CSM (client needs alternative paid channel)

3. Budget is approved

   • CSM has budget sign-off from client
   • Documented in Task Tracker with amount
   • If missing: Escalate to CSM to confirm budget

Eligibility Checklist

Complete these checks and document in Task Tracker:

• Client service category is LSA-eligible (verified against Google’s list)
• Client has budget approved (documented with amount)
• Client confirmed LSA interest in intake
• Geographic service area confirmed (cities/zip codes served)
• Client has valid business license (will verify during setup)
• Client has business insurance (will verify during setup)
• Client capable of responding to leads within 5 minutes
• Client has lead response system ready (phone routing, CRM integration, or manual process)

If any checks fail: Escalate to CSM. Do not proceed with account creation.

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Section 2: Account Creation

Trigger

• All eligibility checks passed
• Client profile complete with accurate business information

Owner

LSA Specialist

Quick Start (From Anne’s Setup)

MCC Dashboard Access:

• Login: tektonlsa@gmail.com for MCC Dashboard
• Click Express bookmark to open MCC dashboard

Handling Existing LSA Accounts:

• If client already has an LSA account: Send email requesting Manager access instead of creating a new account
• If new client: Proceed with single account creation via plus (+) icon

Steps

Step 1: Prepare Client Information

Collect from the client (via CSM or direct):

Business Information:

• Legal business name (must match GBP exactly)
• Business address (must match GBP exactly, use main office/service address)
• Business phone number (must match GBP exactly)
• Website URL (must be live and working)
• Business hours (operating hours for lead response)
• Service categories (primary + up to 4 secondary services)
• Service area (cities served or geographic radius)

Verification Documents (for Step 3):

• Business license (PDF or clear photo, readable)
• Proof of liability insurance (certificate of insurance with coverage dates and limits)
• Professional license (if applicable to service type)
• Business formation documents (articles of incorporation, business license registration)

Contact Information:

• Primary contact name and email (for verification communications)
• Backup contact name and email (in case primary is unavailable)
• Phone number for verification calls

Photos (high quality, professional):

• Team/staff photos (2-3 photos, minimum 1200x800px)
• Work examples/portfolio (3-5 photos showing completed projects)
• Storefront/office photos (if applicable, 1200x800px minimum)
• All photos must be clear, professional, and in color

Document verification:

• Business name on all documents must match LSA account name exactly
• Address on all documents must match exactly
• All dates must be current (not expired)

Step 2: Create LSA Account

1. Sign in to Google Ads

   • Go to ads.google.com
   • Sign in with company Gmail account OR create client-specific Gmail account

2. Create client-specific email (recommended)

   • Email format: [clientname]-lsa@gmail.com
   • Example: phoenixplumbing-lsa@gmail.com
   • Store credentials securely in 1Password with access for both agency and client
   • Share password with client via secure method (Task Tracker encrypted field or password manager share)

3. Navigate to Local Services Ads

   • In Google Ads, select All campaigns dropdown
   • Scroll to Local Services Ads
   • Click Get Started or Create Campaign

4. Enter Business Information

   • Business name: [must match GBP and business license exactly]
     • CRITICAL: Business name MUST match GBP exactly (character for character) — no manual delete if created incorrectly; typos require calling LSA onboarding hotline
   • Business address: [main service address]
   • Business phone: [must match GBP exactly]
   • Website URL: [fully formed URL, must be live]
   • Business hours: [operating hours, 24/7 if available for emergency services]
   • Cross-check against Cosmo Sheet for accuracy: name, address, phone, hours, service areas

5. Select Service Category

   • Choose primary service category (e.g., “Plumber”, “HVAC Contractor”)
   • Add up to 4 secondary service subcategories if applicable
   • Examples:
     • Primary: “Plumber”
     • Secondary: “Emergency Plumbing”, “Water Heater Repair”, “Drain Cleaning”, “Sewer Repair”
   • Ensure categories accurately reflect services offered

6. Define Service Area

   • Option A: Specific cities served (list all cities where client services customers)
   • Option B: Radius-based (e.g., “25 miles from business address”)
   • Option C: Custom geographic area (state, county, zip codes)
   • Important: Define area based on where client actually services, not where they want to expand
   • Don’t overstate service area (hurts credibility and wastes budget on unserviceable leads)
   • Service Area Best Practices (from Anne’s SOP):
     • Check Cosmo Sheet, GBP, and client website language for service areas
     • Handle duplicates (e.g., Madera County vs Madera Ranchos) by coverage strategy
     • If unclear, ask Nick
   • For contractor clients: “Customers can visit?” = No (most common setting)

7. Upload Business Photos

   • Click Add Photos
   • Upload team/staff photos (2-3): Professional images showing team members
   • Upload work examples (3-5): Portfolio of completed projects
   • Upload storefront/office photos (if applicable): Business location exterior or interior
   • Quality requirements (Anne’s SOP):
     • 20+ photos recommended
     • PNG/JPG only (convert WEBP via Canva)
     • Minimum 640px
     • Under 10MB
     • NO phone numbers in images
   • Avoid: Blurry photos, low resolution, unprofessional content, stock photos (use real photos)

8. Configure Communication Preferences

   • Set preferred lead communication channels:
     • Phone calls (checked by default, usually best for service businesses)
     • SMS messages (if available)
     • Email (optional, slower response)
   • Business hours for lead response (match operating hours)

9. Review and Save

   • Review all information for accuracy
   • Confirm business name matches GBP exactly
   • Confirm address matches GBP exactly
   • Confirm phone number matches GBP exactly
   • Click Save and Continue

Step 3: Set Maximum Budget

CRITICAL STRATEGY: Always set the MAXIMUM possible budget. NEVER set a lower budget.

Why? Google’s algorithm favors LSA accounts with higher budgets. Higher budget = higher ad rank = lower cost-per-lead. Lowering the budget signals to Google that the business is not serious, leading to lower ranking and higher costs.

Budget Strategy:

1. Determine max budget with CSM and client

   • Ask: “What’s the maximum you’re willing to spend per week?”
   • Factor in: Lead capacity, expected ROI, cash flow
   • Default weekly budget guidance (Anne’s SOP): $500/week
   • Conservative budgets by market:
     • Low competition (small town): $200-400/week
     • Medium competition (mid-size city): $400-800/week
     • High competition (large metro): $800-2000/week

2. Set max budget in LSA settings

   • Weekly budget: [max agreed amount, e.g., $500]
   • CRITICAL: Never lower this amount in LSA dashboard
   • Do NOT use daily budget as a management lever

3. Document budget approval

   • Record in Task Tracker: Budget amount, approved by [CSM/Client], date
   • Client must sign off on this amount before go-live

Budget Management (Ongoing):

• Manage VOLUME by toggling ads ON/OFF in dashboard
• When client hits weekly budget limit: Toggle ads OFF
• When new week starts: Toggle ads ON at full budget
• Never reduce the budget setting itself

Step 4: Configure Lead Notifications & Delivery

1. Set lead notification method

   • SMS (fastest, recommended): Sends lead alert immediately
   • Email: Delivers lead info to email address
   • Phone call: Google calls business with lead details
   • Combo: Use multiple methods for redundancy

2. Enter contact information for lead notifications

   • Primary phone number (for SMS/calls): Client’s main business line
   • Email address: Client’s email (or shared inbox)
   • Backup phone/email: Optional, for redundancy

3. Set response expectations

   • Explain to client: Google expects response within 5 minutes during business hours
   • Leads are pre-qualified by Google (no spam/bots)
   • Client must be prepared to handle lead volume

4. Test lead routing

   • Ensure phone number is answered
   • Ensure email is monitored
   • Confirm SMS can be received

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Section 3: Google Verification

Trigger

• LSA account created and all information submitted
• Google has received account creation

Owner

LSA Specialist (with CSM for client communication and CSM to request documents)

Timeline

Google verification takes 2-6 weeks depending on:

• Service category complexity
• Document quality and completeness
• Background check processing time (varies by state)
• Any issues or missing information

Verification Types

Google Guaranteed (Home Services: plumbing, electrical, HVAC, locksmith):

• Required documents: Business license + Proof of insurance + Background check
• Timeline: 2-6 weeks typical
• Cost: Free (included in LSA)

Google Screened (Professional Services: legal, real estate, accounting, contractors):

• Required documents: Professional license + Business formation documents + Background check
• Timeline: 2-4 weeks typical
• Cost: Free (included in LSA)

GBP Linking Best Practices (From Anne’s SOP)

CRITICAL: Do NOT click options that create a new GBP (risk of duplication)

Preferred approach: Ask client for Manager access to their existing GBP

If delayed: Use “Get Your Business” link to request access

Steps

Step 1: Collect Verification Documents

1. Request from client via CSM (Task Tracker)

   • Business license (PDF, clear photo, must be readable and current)
   • Proof of liability insurance (certificate of insurance, must show coverage type, limits, and coverage dates)
   • Professional license (if applicable to service type)
   • Business formation documents (articles of incorporation or business license registration certificate)
   • Legal name of business owner/operator (for background check)

2. Verify document quality before submission

   • All text must be readable (no blurs, shadows, or darkness obscuring text)
   • All dates must be current (not expired)
   • Business name on documents must match LSA account name EXACTLY
   • Address on documents must match business address EXACTLY
   • Insurance certificate must show coverage limits and effective dates

3. Escalate if documents are missing or low quality

   • If client doesn’t have business license: They can’t operate legally; escalate immediately
   • If insurance is expired: Client must renew; add 1-2 weeks to timeline
   • If documents are unreadable: Request clear PDFs or photos

Step 2: Submit Documents to Google

1. Log into LSA dashboard

   • Navigate to account → Verification section
   • Click Upload Documents

2. Validate Insurance (Certificate of Insurance)

   • Business name must match exactly
   • Must show general/commercial liability
   • Include policy number and coverage amount
   • Expiration must be 6+ months remaining

3. Validate License (if required by state)

   • Request photo of license from client
   • Enter license number and expiration date in verification

4. Upload documents in order

   • Business license
   • Proof of insurance (COI)
   • Professional license (if applicable)
   • Business formation documents

5. Confirm submission

   • Google sends confirmation email with verification case number
   • Document case number and submission date in Task Tracker

6. Set client expectations

   • Explain: Verification will take 2-6 weeks
   • Google may contact client directly (via phone or email) with questions
   • Client may need to complete background check (see below)
   • No leads will flow until verification is complete

Step 3: Background Check Process

1. Google initiates background check

   • Google uses third-party verification partner (Evident, Pinkerton, or similar)
   • Client may receive emails or phone calls from verification company
   • Important: Verify sender domain is legitimate (not phishing)

2. Client completes background check

   • Background check company sends email/call with instructions
   • Client must provide:
     • Government-issued ID
     • Date of birth
     • Social Security Number (kept confidential)
     • Answer background questions
     • May require authorization for additional checks
   • Timeline: 1-6 weeks depending on state and responsiveness
   • CRITICAL (Anne’s SOP): Remove tektonlsa@gmail.com from owner field, enter actual owner’s email
   • If submitted incorrectly: Reset requires hotline support (up to 3 business days)

3. LSA Specialist monitors status

   • Check LSA dashboard weekly for verification status
   • Look for notifications of missing documents or issues
   • Escalate to CSM if client needs to take action

4. Troubleshoot common issues

   • Background check delay: Normal in some states (4-6 weeks). Monitor weekly but no action needed.
   • Name mismatch: Verify legal name matches all documents. May need to resubmit with corrected name.
   • Verification company requests more info: Forward to client via CSM immediately (time-sensitive).
   • Address inconsistencies: Verify current address matches all documents. Resubmit if needed.

Step 4: Resolve Common Verification Blockers

Blocker	Resolution	Timeline Impact
Expired insurance	Client renews, submits updated certificate	+1-2 weeks
License number mismatch	Verify against state database, correct in account or resubmit	+1 week
Background check delay	Monitor weekly, normal in some states	+4-6 weeks (normal)
Unreadable documents	Request clear photos/PDFs, resubmit	+1-2 weeks
Business name mismatch	Verify matches all documents, resubmit if needed	+1-2 weeks
Unresolved criminal history	Escalate to Ops Lead; may need to use different owner	May disqualify account

Step 5: Go-Live Activation

1. Receive Google approval

   • Google sends approval email to account owner
   • Verification dashboard shows “Approved” status
   • Usually takes 1-2 business days for badge to appear live

2. Verify LSA ad appears live

   • Have client search for their service + location on Google (mobile preferred)
   • Confirm LSA ad appears at top of search results
   • Verify “Google Guaranteed” or “Google Screened” badge is visible
   • Confirm service categories and service area are correct
   • Take screenshot for documentation

3. Activate budget and campaigns

   • Log into LSA dashboard
   • Set weekly budget to the max amount approved
   • Toggle Ads ON
   • Confirm budget allocation is active

4. Brief client on go-live

   • Leads will start arriving (usually within 1-2 hours, depending on demand)
   • Remind: Must respond to leads within 5 minutes (phone calls, SMS, email)
   • Provide lead response contact info (phone number, email for notifications)
   • Share lead management guide (see lsa-lead-management.md)
   • Confirm they’re ready to handle lead volume
   • Note on Billing (Anne’s SOP): Payment settings live in Google Ads, not LSA. Invite client with Billing-only access.

5. Alert CSM

   • Update Task Tracker: “LSA account live for [Client Name]”
   • CSM communicates go-live to client
   • CSM sets up lead quality feedback process (bi-weekly form)

6. Monitor first week

   • Check LSA dashboard daily
   • Confirm leads are flowing
   • Confirm lead quality is acceptable
   • Escalate to CSM if issues arise

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Common Mistakes to Avoid (From Anne’s SOP)

Avoid these mistakes that can derail setup:

• Typo in business name or punctuation mismatch vs GBP: Business name MUST match exactly. No manual delete if created incorrectly; requires calling LSA onboarding hotline.
• Creating a new GBP during linking: Risk of duplication. Ask for Manager access instead.
• Leaving tektonlsa@gmail.com as owner email in Evident: Must be actual owner’s email. If submitted incorrectly, reset requires hotline support.
• Uploading WEBP photos or photos with phone numbers: Convert WEBP via Canva. Remove all phone numbers from images.
• Service areas too broad without confirming strategy: Clarify coverage strategy with client. If unclear, ask Nick.
• Missing license requirement for certain states: Check if state requires license. If required, request photo and enter number + expiration.

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QC Checklist

Eligibility Phase:

• Client service category is LSA-eligible
• Budget approved and documented
• Client confirmed LSA interest
• All prerequisites met

Account Creation:

• All business information accurate and matches GBP exactly (name, address, phone)
• Service categories selected correctly
• Service area defined accurately (not overstated)
• High-quality photos uploaded (team, work samples, storefront)
• Business hours configured
• Contact methods configured (phone, SMS, email)
• Maximum budget set (never lowered)
• Budget approved by CSM and client (documented)

Verification:

• All required documents collected and verified (readable, current, names match)
• Documents uploaded to LSA dashboard with confirmation
• Verification case number documented in Task Tracker
• Client informed of verification timeline (2-6 weeks)
• Background check initiated and client prepared
• Verification status checked weekly during process
• Any issues addressed immediately

Go-Live:

• Verification complete and approval confirmed
• LSA ad verified live in Google search (with screenshot)
• Budget activated and toggled ON
• Client briefed on lead response expectations
• Lead routing tested (phone/SMS/email working)
• CSM notified and client informed of go-live

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KPIs

KPI	Target	Owner
Account created within 1 week of P3 kickoff	100% on time	LSA Specialist
Verification submitted immediately after account creation	100% within 1 business day	LSA Specialist
Verification completed within 6 weeks	90%+ compliance	LSA Specialist (monitor)
Documents submitted error-free (no corrections needed)	95%+	LSA Specialist
Budget approved before any spend initiated	100%	CSM + LSA Specialist
Client education: Can explain LSA model back	100% verified	CSM
Go-live confirmation completed (ad visible + leads flowing)	100% verified	LSA Specialist

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Tools & Access Required

• Google Local Services Ads dashboard
• Google Ads account (agency or client-specific)
• 1Password (credential storage)
• Task Tracker (documentation and communication)
• Email (for lead notifications and verification communications)
• Phone (for lead notifications and verification calls)
• Google Maps (for service area verification)

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Related SOPs

• README.md (LSA Specialist role overview)
• lsa-lead-management.md (ongoing lead management post-launch)
• ../00-client-lifecycle-playbook.md (P3 phase timeline)
• ../02-sop-gbp-management.md (GBP setup and alignment)