LSA Case Study: Busiest December on Record for This Cabinet Maker

For many local service businesses, December is not known for strong lead generation. Fewer people are searching, business hours shift, and Google calls often slow down. Even well-established local businesses can feel like their visibility in Google search is shrinking year over year.

This LSA case study walks through how one local cabinet maker used Google Local Service Ads to reverse that trend. We’ll break down the results, the process we implemented, and the client behaviors that made the biggest impact. 

This example shows how Local Service Ads can drive more customers, even during slower months, when handled with careful consideration.

Key Takeaways

• This case study shows that Google Local Service Ads can produce more leads quickly without waiting months for SEO changes.
• For local service businesses, LSA can be a reliable way to maintain lead flow during slower seasons.
• Call tracking was essential. Without it, performance feels subjective. Once tracking was in place, results became clear and measurable.
• Speed mattered. Because the client was ready to check eligibility and complete verification, the account went live quickly. Local Service Ads performance was also shaped by phone answering behavior, reviews, and account optimization.
• Knowing the numbers changed everything. Understanding average job value helped the client judge cost per lead realistically and stay focused on results.

The December Results Snapshot (And Why It Matters)

December is traditionally a slower time for many local service businesses. Fewer local customers are starting new projects, and many companies are reducing their advertising budget. That context makes these results stand out.

This local business used Google Local Service Ads to generate charged leads. A total ad spend of $615 to generate 18 really high-quality leads. That worked out to roughly $34.17 per lead. These were qualified leads that passed Google’s screening process.

In addition to the charged leads, 13 other leads were filtered out or not charged. This matters because Local Service Ads only require you to pay for relevant leads. According to Google’s explanation of how Local Service Ads work, businesses are not charged for every call.

For a cabinet and countertop service type, even one closed job can cover an entire month of advertising. That made this one of the busiest Decembers the company had ever experienced.

What Was Going On Before They Reached Out (The Problem to Solve)

Before launching Local Service Ads, this local business noticed a steady decline in calls from Google. In previous years, they benefited from limited competition and strong visibility in their local area.

Over time, that changed. More advertisers entered the market, and Google search results became more competitive. The business still showed up, but calls slowed, and lead flow became unpredictable.

They had experimented with Google Ads in the past but found it difficult to manage. Budget control, optimization, and understanding performance all felt overwhelming. Without clarity, it was hard to justify continued spending.

During the discovery call, the goal was clear. We did not want to wait months for SEO changes. We wanted a faster solution that could connect the business with local customers actively searching for services right now.

What We Put in Place (The Exact Moves That Created Momentum)

Once the strategy was clear, we focused on implementation. Each step was designed to improve visibility, control costs, and support lead generation.

Step 1: Install Call Tracking Everywhere It Matters

Call tracking was the first step in the process. Without tracking, it’s impossible to know which ads, platforms, or service areas are producing results.

We installed call tracking on the website, the Google Business Profile, and the Local Service Ads account. This allowed the company to see where calls were coming from and how customers were discovering them.

Over time, this creates reliable data. Month-over-month and year-over-year performance becomes easier to evaluate, and decisions can be made with confidence.

Step 2: Get Verified Fast (Because They Had Docs Ready)

Before running Local Service Ads, every business must check eligibility and complete verification. In this case, the client had everything ready.

They submitted the required documentation, passed background checks, and confirmed licensing. Because there were no delays, verification was completed in three to four business days.

This step is essential. When businesses are prepared, ads can go live quickly and begin generating calls without waiting weeks. This is a core part of our Google Local Service Ads setup process.

Step 3: Optimize What You Can Inside the LSA Account

Once the account was approved, we focused on optimization. Every available field inside the Local Service Ads platform was completed and refined.

Photos were added to help local customers feel confident. Business hours, service area, and service types were confirmed. The goal was to give Google clear information so the ads could match the business with the right searches.

Optimization does not guarantee success on its own, but it removes friction. It ensures the account is positioned correctly from day one.

Step 4: Review Automation and Review Activation From the Last 90 Days

Reviews play a major role in Local Service Ads visibility. To support this, we set up automated review requests.

We also activated reviews from customers served in the past 90 days. This created an immediate lift in review volume and helped the business compete more effectively in their city.

Strong reviews improve trust and help ads stand out. Without them, even well-run accounts can struggle against competitors with better social proof.

What Actually Made the Difference (Client Behaviors + LSA Reputation)

The biggest factor in this case study was not technology. It was behavior.

Answering the phone consistently made a major impact. With Google Local Service Ads, responsiveness affects visibility directly.

Missed calls can reduce how often ads appear. When calls go unanswered, customers move on to the next local business. This client prioritized answering the phone, even when it was inconvenient.

They also understood their numbers. They knew their average estimate value and what services they would and would not provide. That allowed us to optimize the account based on real feedback.

Not every lead resulted in a job, and that was expected. By focusing on cost, outcomes, and long-term performance, the business stayed engaged and confident in the process.

Copy This Playbook (What to Do If Your Google Calls Are Shrinking)

This case study provides a simple, repeatable framework that local service businesses can follow when running Local Service Ads. It’s designed to help you create consistent lead flow, improve visibility on Google, and maintain control over performance without overcomplicating the process.

Use this checklist as a starting point:

• Install call tracking on your website, Google Business Profile, and Local Service Ads account so you can clearly measure calls, leads, and performance.
• Prepare documentation early to check eligibility and complete verification quickly, especially when timing and demand matter.
• Optimize everything the platform allows, including photos, business hours, service area, and service types, to improve visibility for local customers.
• Activate reviews from recent customers and maintain review automation to support trust and competitiveness in your local market.
• Treat answering the phone like a ranking factor, because it directly impacts lead flow, ad placement, and overall results.
• Know your numbers so you can evaluate cost per lead with clarity and make confident decisions about ad spend.

When these steps are followed together, Local Service Ads become easier to manage and more predictable. The goal isn’t complexity. It’s control, consistency, and steady performance you can build on over time.

Make December Your “Proof Month” (How We’d Approach This With Your Business)

This LSA case study shows how Local Service Ads can be used as a short-term lever while longer strategies develop. Instead of waiting months, the focus was on immediate visibility and lead generation.

Track first. Verify quickly. Optimize the account. Activate reviews. Answer the phone.

If you want help implementing this process, explore our Google Local Service Ads services or contact Digital Harvest to talk through your situation. The goal is simple. Make the phone ring, even during slower seasons.

Frequently Asked Questions

Are Google Local Service Ads worth it for small businesses?

For many local service businesses, Google Local Service Ads are worth it because they focus on connecting local customers with verified providers at the moment they are searching. Unlike broader Google Ads, Local Service Ads are designed specifically for lead generation tied to phone calls and service inquiries. 

This makes them a strong option for local businesses that want more customers without managing complex campaigns. When business hours, service area, and responsiveness are handled correctly, the platform can deliver consistent results.

How much do Google Local Service Ads cost per lead?

The cost per lead for Google Local Service Ads depends on your local market, service type, and competition. In this case study, the ad spend was low relative to the value of each estimate, which made the program profitable even with a modest budget. 

What matters most is understanding how lead cost compares to your average job value. When those numbers align, LSA becomes easier to invest in with confidence.

Do you pay for every lead on Google Local Service Ads?

No, you do not pay for every lead generated through Local Service Ads. Google filters calls and only charges for leads that are relevant to your services and location. Calls that fall outside your service area or do not match your offerings may not be charged. This level of control helps businesses manage spending and maintain a healthier lead flow.

How long does it take for Google Local Service Ads to start working?

Once you check eligibility, complete verification, and your account is approved, Local Service Ads can begin running quickly. Many businesses start receiving calls within days rather than weeks or months. 

The timeline depends on how fast documentation is submitted and whether the Google account details are accurate. This speed makes LSA useful when short-term visibility is important.

What actually helps you rank higher in Google Local Service Ads?

Several factors influence visibility in Local Service Ads, starting with answering the phone consistently. Google tracks responsiveness, reviews, and account activity as part of its ranking process. 

Keeping your account optimized with accurate details, photos, and services also helps. When businesses stay engaged and treat LSA as an ongoing program, performance tends to improve over time.

What’s the best way to get in touch with Digital Harvest about Local Service Ads?

If you want to talk through your situation and see whether Google Local Service Ads make sense for your business, the easiest option is to start with our contact form. Share a few details about your company, service area, and goals. 

If you prefer to speak with someone directly, you can also call (505) 365-1545 during business hours to connect with our team and discuss next steps.