If you're a roofing contractor looking for more leads and exposure, you might consider Google's Local Service Ads, those sponsored links at the top of a search result when people search for local services like roofing, plumbing, or landscaping.

Unlike traditional Google Ads, Local Service Ads are pay-per-lead, meaning you only pay when someone contacts you directly from the ad. You also get a Google Guaranteed badge, showing potential customers you are verified and trustworthy.

This session, “Staying on Top: LSA Essentials for Roofing Contractors,” is led by Jeff Bowab, vice president of Sales at RYNO Strategic Solutions, who has more than 20 years of leadership and sales experience navigating the landscape of digital marketing and has spoken about the topic at events including RoofCON, IRE and others.

IRE 2024 Seminar Session

Title: Staying on Top: LSA Essentials for Roofing Contractors
Speaker: Jeff Bowab, vice president, RYNO Strategic Solutions
Date: 11:30 a.m.-12:15 p.m., Tuesday, Feb. 6
Room: Expo, Booth No. 7940

Bowab will deep-dive into critical areas, including the most important aspects of optimizing your Local Service Ads, like choosing the right service categories and areas, managing your budget and leads, and collecting and responding to reviews.

Google Local Service Ads have several benefits that will be discussed, including:

  • Lower Cost Per Lead: LSAs can be up to 10 times cheaper per lead than Google Ads (PPC).
  • No Keywords to Manage: LSAs don't require the management of ads and keywords, which can be time consuming.
  • Reach Viable Customers: LSAs have a local focus, so the closer you are to the person searching, the more likely they are to see you and use your services.
  • Better Visibility for Ads: LSAs appear at the top of Google search results, which can increase the likelihood of generating leads and conversions.
  • Easy Campaign Management: Businesses can manage their ads through the Local Services app, which sends an email and push notification to the business so they can quickly respond to leads.
  • Adjust Your Budget: Google makes the budgeting process easy by recommending a budget based on how many leads you hope to receive each week.
  • Pay Per Lead or Pay Per Performance Ads: With LSAs, you only pay for the calls and texts, unlike traditional Pay Per Click ads, where you pay for unwanted or unqualified leads.

Google Local Services ads are a way for people to find helpful, qualified local pros fast. When you run these ads, searchers first see helpful information about your business. These local ads appear above paid and  organic listings.


Many Local service ads include the following: name; star rating (Google Reviews); service area; phone number; and whether you’re currently open, closed, or operating 24/7; all of which provide your audience with some background on your business, which then guides them to check out the rest of your listing.

When a lead clicks on your ad, they’ll see additional information. Your audience will see an overview that details the type of jobs your business does, your license information, and if you passed Google’s background check. This page also includes a business bio, where leads can find important information about your company.

With Google, the amount you pay per contact will depend on the industry, location, and other factors, which will be discussed in this seminar. For example, if multiple roofing contractors in the Las Vegas area ran Local Service Ads, each can expect to pay about the same as their competitors. Thumbtack and many other platforms have pricing models that vary depending on various factors.

With Google, your money goes straight toward leads that contact your business, so you’re only paying for leads that call or message you, which means your money goes solely toward qualified leads.

What You Will Learn:

  • Understand the concept of Google's Local Service Ads (LSAs).
  • Learn critical aspects of optimizing LSAs, including service categories, budget management, and review collection.
  • Benefits of Google LSAs: better visibility and easy management.
  • Learn about LSAs' top placement in Google search results.
  • Differentiate between Pay Per Lead (PPL) or Pay Per Performance (PPR) Ads.