Local marketing checklist: LSA

Google’s Local Services verification checks business registration, required trade licenses, insurance and background checks on owners and field techs; the process typically takes about 3–4 weeks from submission. ( ) Local Services Ads bill only for “valid leads” such as calls, messages or booked appointments and will stop showing once a monthly lead budget is reached, so spend caps directly control ad runtime. (support.google.com) A recent industry benchmark tracking $6.72M in LSA spend across 888 contractors reported an average cost‑per‑lead of $53 in February 2026, while lead prices are still reported to vary widely by market and job type. (searchlightdigital.io) Business‑profile photo guidance from Google specifies exterior and job photos for recognition and authenticity, and listings that add photos see roughly 42% more requests for directions and 35% more website clicks in third‑party testing. ( ) Referral programs for electricians commonly use cash or gift‑card rewards, double‑sided incentives, or service credits as payouts, and vendors recommend making rewards simple, traceable and tied to a qualifying action like a booked estimate. ( ) Community events and trade shows carry higher per‑lead sticker prices—industry compilations put event cost‑per‑lead near $112 on average—though CEIR data shows event leads often convert at 2×–3× the rate of non‑event leads, which can justify the spend for higher‑value residential jobs. ( ) Getting the business name, physical address and licensing documents consistent across Secretary of State filings, insurance certificates and the Local Services application materially shortens verification friction according to setup specialists who flag mismatches as the top cause of denials. ( )