How to Get More Leads from Google Local Services Ads

5 Tips for HVAC and Plumbing Contractors in 2026

If you’re an HVAC or Plumbing contractor in 2026, I’m sure you’ve heard of local services ads, and I bet many of you are currently using it to drive leads. It’s a great platform that drives high intent new customers that are in need of your services right now.  I often hear from business owners that they just do not get a high volume of leads through GLSA? So, what do you do get more qualified leads? The fastest way to get more leads from Google Local Services Ads is to answer your phone, drive consistent reviews, enable message leads, use the book online tool, and set up your profile completely.

• Answer Your Phone! – I know this sounds like common sense, but you would be surprised.  Answering calls from this platform are paramount to having success. Google will immediately de-rank your ads (Which means that they will not show as often when people search for your services) if you do not answer calls from Google Local Services.
  • Business Hours: Only list the hours on your profile that you can consistently answer your phone.  Tip: Google loves 24/7, but if you can’t answer calls at midnight, don’t show 24 hours as your normal business hours. It’s great to answer calls in the evening. When do people get home from work 5:30pm to 7pm or after?  That’s when they realize they are having issues with their air conditioning or plumbing. This is where your business can gain new customers.
• Consistent Reviews – Reviews are a must in 2026.  This ranks 1B after answering your phone as the most important ranking factor for local service after answering your phone. Every job you complete is an opportunity to receive a new online review. Your goal is gain as many 4 and 5 star reviews consistently each week and each month.
  • Reviews Must Be Part of Your Culture – Your entire company should understand the importance of driving reviews.  Ask for reviews whenever possible.
  • Make it Easy for Your Customer – It should not be a chore for a customer to leave a review!
    • Create a QR code for your business cards linking to your Google Business Profile.
    • Review Software – There are many review platforms such as, Birdeye, Podium, and Nice Job; to name a few, that connect to your CRM to automate the process. Here’s how it works; when you close a job ticket for a service, maintenance, or installation, the software automatically sends the customer a review request.

• Message Leads – This gives potential customers the ability to message your HVAC or plumbing business directly through the platform. Today many customers prefer texting/messaging over a phone call. It also signals to Google that you want to make it easy to do business with your company.
  • Get Competitive Quotes – This is another option Google gives consumers to get pricing. If you have this enabled on your profile, it will give you a leg up on your competitors that do not. The consumer that is searching for “AC Repair Near Me” can get a list of 4-6 contractors in their area to get prices from, but only if you messaging feature toggled on inside of local services ads.
• Book Online – Google gives you the option for consumers to book directly with you through your CRM.  Service Titan and House Call Pro provide a direct connection to GLSA’s, which allows the searcher to book an actual appointment directly through your CRM software.  Again, this also lets Google know you are easy to do business with and are ready to help!
• Set up Your Profile Completely – This is a step we often see overlooked by contractors. If you take the extra time to ensure your profile filled out properly it will drive more leads.
  • Geography – This is crucial, list all the towns, cities, and zip codes you service.
  • Set the Proper Budget – It is critical to not go too high or too low.  Google will give you a recommended weekly budget for your company to “Maximize” leads. Periodically they recommend increasing your budget. Be careful, Google does not like you to vary your weekly amount by a wide range.
  • Job Types – It is important to “check” the boxes on your profile for each service you provide and want to receive leads from local service ads.  EX: AC Maintenance, Install AC, Repair HVAC, etc.
  • Pictures – Adding shots of your team, services you provide, and even before and after pictures are great additions to your profile.

These steps do not guarantee your phone will start ringing off the hook, but it will send the correct signals to Google. Remember Google’s goal is to provide the best experience to their users. Focus on the steps listed above and watch the leads increase! 

Will Merritt

will@myeffectivemedia.com

Effective Media Solutions is an HVAC marketing company with over 20 years of experience in HVAC digital marketing and traditional HVAC advertising. We know how to grow your HVAC business and get the phone to ring. Call us today to see how we can help your HVAC business grow during the slow season and beyond.

“We Speak HVAC!”