Google Local Service Ads (LSA) can be a game-changer for restoration contractors, especially those specializing in water damage restoration. These ads connect you with homeowners needing emergency services, making them one of the best lead sources for your business.
But what if your phone isn't ringing? Many restoration companies struggle with Google Guaranteed Ads because of common setup mistakes that hurt their visibility. If you're not getting calls, one (or more) of these seven issues could be holding your business back.
1. Your Business Verification is Not Complete
Google mandates a thorough verification process to ensure that only licensed, insured, and background-checked businesses appear in search results.
If your business verification isn't complete, your ads won't display. Moreover, even with completed verification, if any of your documents, such as your Certificate of Insurance or IICRC Certification, are nearing expiration (within the next month), it can adversely affect your ad visibility.
How to fix it:
- Log into your Google Local Service Ads dashboard and check your verification status.
- Submit any missing business licenses, insurance documents, or background checks.
- Follow up with Google if your approval is taking too long.
2. You Don't Have Enough Recent Reviews
Customer reviews significantly influence your Local Service Ads (LSA) ranking. Google prioritizes businesses with a steady influx of fresh reviews, as this signals active and reliable service. Your LSA account is directly linked to your Google Business Profile (GBP), meaning the reviews displayed on your LSA come exclusively from your GBP. Because LSAs do not have a separate review system, growing and maintaining strong reviews on your GBP is crucial for better visibility and higher rankings.
Why Competitor Review Research Matters
If your business isn't getting as many calls as competitors, it could be because they have a higher number of recent reviews. Google tends to prioritize businesses with more positive and up-to-date reviews, making it essential to compare your business's review count and rating to those of your top competitors.
How to Research Competitor Reviews:
- Search for restoration companies in your area on Google: Use keywords like "water damage restoration near me" or "flood cleanup in [your city]" to see which competitors appear in LSAs.
- Check their Google Business Profile reviews: Look at how many reviews they have and their average rating.
- Compare with your business: If top-ranked competitors have 100+ reviews while your business has 30, it's a clear sign that you need to focus on increasing your review count.
- Track how frequently competitors receive new reviews: If they're getting 5-10 reviews per month and only getting 1-2, you may need to use a more aggressive review collection strategy.
How to Fix It:
- Ask for Reviews After Every Job: Always encourage satisfied customers to leave a review on your Google Business Profile. Make it easy by sending a direct link via text or email.
- Benchmark Against Competitors: Research top competitors in your service area and set a goal to match or exceed their review count.
- Respond to Every Review: Engaging with reviews (both positive and negative) shows customers and Google that you're an active and trustworthy business.
- Use Follow-Ups & Incentives (Where Allowed): Send friendly reminders to customers who haven't left a review. While Google prohibits paying for reviews, you can offer excellent service that naturally encourages feedback.
3. You Haven't Selected the Right Service Categories
You'll miss out on potential calls if you list only "water damage restoration" but do not include related services. Google LSA allows you to select multiple categories, and not choosing the right ones can limit your visibility.
For example, if someone searches for "flood cleanup" or "storm damage repair" and you haven't selected those categories, your ad won't appear, even if you provide those services.
How to fix it:
- Go to your LSA settings and make sure you have selected every relevant category.
- Common service categories for restoration companies include:
- Water Damage Restoration
- Flood Damage Cleanup
- Storm Damage Restoration
- Sewage Backup Cleanup
- Roof Leak Repair
- Review your selected categories regularly and update them as needed.
4. Your Business Bio is Incomplete
Your Google Local Services Ads profile provides an opportunity to highlight key details about your business that can significantly influence customer trust and decision-making.
One of the most important sections is the Business Bio, where you can showcase your business's unique attributes and strengths.
There are Standard Highlights that you can add to your profile, which help differentiate your services and make your listing more appealing. You can select up to 6 highlights depending on your business type.
Examples include:
- Locally-owned and operated
- 24/7 emergency service
- Free estimates
- Satisfaction guaranteed
- Years of experience
- Fully licensed and insured
These highlights help customers quickly understand what makes your business special and why they should choose you for their restoration needs.
How to fix it:
- Log into your Google Local Services Ads profile and review the available highlight options.
- Select the ones that best reflect your services and business strengths.
- Keep your profile up to date to make sure the information is relevant to potential customers.
5. Your Budget is Too Low
An insufficient budget can severely limit the effectiveness of your Google Local Service Ads (LSAs), especially in competitive sectors like water damage restoration. Operating on a pay-per-lead model, LSAs require a well-planned budget to ensure consistent ad visibility and lead generation.
Understanding LSA Bidding Strategies:
Google offers two primary bidding options for LSAs:
- Maximize Leads: Google automatically sets your cost per lead to generate the maximum number of leads within your budget. This option simplifies management but offers less control over individual lead costs.
- Set Max Per Lead: You manually define the maximum amount you're willing to pay for a lead. This provides greater control over lead costs but requires careful monitoring and adjustments to remain competitive.
Recent updates have introduced the Target Cost Per Lead (TCPL) bidding strategy, allowing businesses to maintain control over manual bids while enjoying increased flexibility. This approach enables you to set a desired average cost per lead, with Google's system adjusting bids to meet that target.
Recommended Budget for Water Damage Restoration:
The appropriate budget varies based on factors like location, competition, and service demand. However, industry insights suggest:
- Starting Budget: For water damage restoration services, a monthly budget of at least $3,000 is advisable to remain competitive. This estimate aligns with recommendations for service industries operating in competitive markets.
- Budget Allocation: It's wise to set aside 2-3 times your expected budget to cover changes in lead volume and cost. This approach ensures your ads continue running consistently, even during high-demand periods.
6. You're Not Providing Feedback on Leads
Google tracks how you handle leads, and if you're not actively marking leads as booked, not booked, or disputed, it can hurt your ad performance.
This helps Google refine the quality of leads sent to you and allows you to dispute spam calls or wrong numbers so you don't get charged for them.
How to fix it:

- After each call, log into your LSA dashboard and update the lead status.
- Mark unqualified leads as disputed to request a refund.
- Consistently providing feedback helps improve the quality of leads you receive over time.
7. You're Not Uploading Photos Regularly
For restoration companies, business photos build trust. If your LSA profile lacks high-quality images, you may lose leads to competitors who showcase their work.
What to upload:
- Before-and-after photos of water damage restoration, flood cleanup, mold remediation, or roof repairs.
- Pictures of your team working on-site.
- Photos of your branded company vehicles for credibility.
How to fix it:
- Upload at least 5-10 new photos every month.
- Use high-quality, well-lit images that show your work clearly.
- Keep your gallery updated to make your profile look more professional and trustworthy.
Improve Your LSA Performance and Get More Restoration Leads
If your Google Local Service Ads aren't bringing in enough calls, the problem isn't the ads; it's how your profile is set up.
LSA can be a consistent source of high-quality leads for water damage restoration contractors, but only if your profile is fully optimized.
Take action today by reviewing your business verification status and ensuring it's complete. Start gathering more customer reviews and updating your service categories to reflect your services. Rewrite your business bio to showcase your expertise and increase your budget to stay competitive in your area. Provide feedback on every lead you receive, and don't forget to regularly upload new photos that highlight your work. Making these changes can help you improve your LSA rankings, get more emergency service calls, and grow your restoration business.
Take action now with Vinnie Mac Restoration Marketing to optimize your Google Local Service Ads and start getting more water damage calls today!
