Introduction: The Secret to More Leads for Painting Contractors
If you’re a painting contractor looking for a game-changing way to attract more local clients, it’s time to take a serious look at Google Local Service Ads (LSAs). These ads are an essential part of the modern painter’s digital marketing toolbox—delivering high-quality, ready-to-book leads right to your phone. In this post, we’ll unpack a recent webinar from Matt Parsons of Sharp Line Marketing, detailing everything you need to know to get started and succeed with LSAs.
What Are Google Local Service Ads?
Google LSAs are a premium ad feature that places your business above all other search results, including traditional Google Ads and Google Business Profiles. When someone searches “painters near me,” LSAs are what they see first.
These ads focus on calls and messages, not clicks—meaning the leads are action-oriented and high intent. They are designed to help local service providers like painters connect quickly with homeowners who need their services right now.
Why LSAs Are a No-Brainer for Painting Contractors
- Top-of-page visibility in Google search results
- Pay per lead, not per click—keeping costs low
- Higher lead quality compared to shared leads from platforms like HomeAdvisor
- Google Guaranteed badge builds trust with potential customers
- Flexible budgeting that adapts to your business needs
How to Set Up Google Local Service Ads
Getting started is simpler than many think. Here’s what you need to do:
Step 1: Set Up a Google Business Profile
Before anything, make sure your Google Business Profile (GBP) is complete and optimized. LSAs pull reviews and business details directly from this profile.
Step 2: Complete the LSA Application
To qualify, you’ll need to pass a background check, and submit proof of licensing and insurance. Google verifies that your business is legitimate and safe to recommend.
Step 3: Define Your Services and Service Area
LSAs allow you to customize exactly which services you want to advertise (e.g., interior painting, cabinet painting) and in what zip codes.
How LSAs Work (And How You’re Charged)
- You’re charged only when a customer contacts you via phone or message.
- Typical cost per lead is $25–$45 but varies by market and competition.
- You can set weekly budgets to control spending.
- Choose automated bidding to maximize volume or manual bidding to control lead cost.
Pro Tip:
If you want $500/month in leads, set your weekly budget to a higher number temporarily (like $1,000) to get traction. You can scale it back once the system is delivering steady leads.
The Ranking Algorithm: How to Get in the Top 3 Spots
Google uses several factors to rank painting contractors in LSAs:
- Proximity to the searcher
- Review count and rating (pulled from Google Business Profile)
- Responsiveness to leads (calls and messages)
- Job booking rate (mark leads as booked!)
- Updated business hours (longer hours = more availability)
- Complaint history (more complaints = lower rankings)
Maximizing Your ROI from LSAs
Here’s how to truly win with LSAs as a painting contractor:
- Mark jobs as booked: Google rewards high booking rates (85%+).
- Respond to inquiries quickly: Within minutes, not hours.
- Get reviews consistently: Build a habit of asking after every job.
- Stay active: Use the LSA dashboard weekly to close leads and track results.
- Add photos: Authentic team and project photos increase trust and conversions.
Advanced Tips: Turn Leads into Revenue
- Filter leads fast: Not all jobs are a fit. Politely turn away unqualified leads early in the call.
- Dispute bad leads: While disputes are now automated, you still get credited if Google flags the lead as invalid.
- Expand business hours: Being “open” in the evening or weekends helps you stand out.
- Use call tracking: Track performance and tweak your process to convert more leads.
Final Thoughts: Dominate Google with LSAs in 2025
Google Local Service Ads offer the best ROI for painting contractors looking to grow their business. With top placement on the search results page, qualified leads, and flexible budgeting, LSAs are a must-have for every serious painting business in 2025.
Whether you’re new to digital marketing or just looking to improve your current strategy, Local Service Ads are the fastest path to consistent, high-quality leads.
Need Help Getting Started?
At Sharp Line Marketing, we specialize in helping painting contractors set up and optimize Google LSAs. If you’re not sure where to begin, we offer a free online marketing plan review and assistance with setting up your Google Business Profile.
