If you run a fence business and you’re not running Local Services Ads on Google, you’re leaving the fastest-converting lead source in the industry on the table. In this Fencing Launch masterclass I break down exactly what LSAs are, why they convert better than search ads, and how to set them up to actually produce booked appointments.
About the episode
This is the fence-specific LSA playbook from Fencing Launch. Share the video URL and I’ll embed it here.
What you’ll learn in this episode
- What LSAs are and how they differ from regular Google Ads
- The Google Guarantee process and what it does for your conversion rate
- How to set your LSA budget and what to expect in cost per lead
- The review threshold that makes LSAs actually work
- Why disputing bad leads matters and how to do it
- How to scale LSAs once the foundation is producing
What LSAs actually are
Local Services Ads — LSAs — are Google’s pay-per-lead format that appears at the very top of the search results, above the regular ads and the map pack. Instead of paying for clicks, you pay for verified leads. When a homeowner searches “fence company near me” and clicks one of the LSA listings, they’re prompted to either call or message — and you pay only when that contact happens.
The reason LSAs convert better than regular search ads is positioning plus trust. They show up at the top of the page, they carry the Google Guarantee badge, and the format itself signals “this company has been verified by Google.” The homeowner is much more likely to engage.
The Google Guarantee
To run LSAs you have to go through the Google Guarantee process — Google verifies your business license, insurance, and background checks for your owner. That verification takes one to three weeks and is non-negotiable. Once you have it, your listings show the Guarantee badge, which is the trust signal that makes homeowners pick you over your competitors.
Budget and cost expectations
For a fence company in a mid-sized market, expect LSA cost-per-lead in the $20-$60 range. That’s wildly cheaper than the $100-$300 cost per lead you’ll see on regular Google search ads. The catch is that LSAs are pay-per-lead, not pay-per-click, so you have to handle every lead well or you’re paying for contacts you can’t close.
Start with a budget that covers 30-50 leads per month. That gives you enough volume to evaluate quality and optimize your responses without breaking the bank.
The review threshold
LSAs heavily favor businesses with high review counts and ratings. The companies dominating the LSA spots in most markets have 100+ Google reviews at 4.8 stars or better. If your fence business has 20 reviews at 4.2 stars, you’ll show up — but you’ll show up below your better-reviewed competitors. The fix is a relentless review-generation system: every completed job gets a review request via text within 24 hours, every happy customer gets a follow-up if they don’t respond, and every five-star review gets a thank-you.
Disputing bad leads
One of the most underused features of LSAs is the lead dispute system. If a lead is clearly not legitimate — wrong service area, asking for something you don’t do, spam — you can dispute it within 14 days and Google will often refund the lead cost. Most contractors never dispute anything. The companies running LSAs at scale dispute 10-15% of leads and reduce their effective cost per qualified lead significantly.
Scaling LSAs
Once the foundation is producing — verified Google Guarantee, 50+ reviews, fast response times, disputes flowing — you scale by expanding service area and increasing daily budget. LSAs scale almost linearly with budget once the foundation is right. The companies generating 200 LSA leads a month started where you are: with their first 30.
Want to install LSAs for your fence company?
If you’ve been on the fence about LSAs, this is the year. Reach out through my Professional Network page and we can walk through the setup. And to pair this with the foundational marketing playbook, watch Dollar-a-Day for Contractors.
About The Author
