Manage Google Local Services Ads Leads in LeadCentre
LeadCentre connects to your Google Local Services Ads account, so each call and message from your ad arrives as a lead beside your other enquiries. The people you choose get a push notification, and every LSA lead has Call, Text, WhatsApp and Email buttons, a status, follow-up reminders and a won value, so it's worked the same way as the rest.
Built In: Built into LeadCentre, with no other tool needed.
- Calls and messages from Local Services Ads land in the same Leads list as your website, Facebook and email enquiries.
- A push notification goes to the people switched on for New lead alerts, with the customer's number one tap away.
- Statuses and won values show which Local Services Ads leads turned into paid jobs.
What this does
Local Services Ads show your business in Google Search when people look for a service you offer in the areas you've chosen. Google charges for each valid lead that comes through the ad, and those leads arrive as phone calls and messages, which Google keeps in your Local Services Ads account.
The connection reads each new call and message from that account and creates a lead in LeadCentre, with the customer's details, the job type and the time it came in. From then on it's an ordinary LeadCentre lead: it gets an alert, someone gets in touch, and it moves from New through to Won or Lost.
What to have ready
- A LeadCentre login with the Admin role.
- A Google account with access to your Local Services Ads account.
What happens when a Local Services Ads lead comes in?
Step 1
A customer calls or messages from your ad
They find your Local Services ad on Google and ring you or send a message request. Google records it as a lead in your account.
Step 2
It arrives in LeadCentre
The connection creates a lead with the customer's number, their name where Google shares it, the job type and any message.
Step 3
Your team gets the alert
A push notification goes to the people switched on for New lead alerts on the Team page in the portal.
Step 4
Someone gets in touch
Open the lead and tap Call, Text, WhatsApp or Email. With the Respond add-on, an automatic text can go to a mobile number too.
Step 5
It's followed through
Set a follow-up if you don't get through, move the status as the job goes ahead and record the value when you win it.
What you can do with Local Services Ads leads
On every plan:
- New lead alerts. A push notification for each new call and message lead, sent to the people switched on for New lead alerts on the Team page. This alert goes to your team, and the customer never sees it.
- Contact buttons. Call, Text, WhatsApp and Email on the lead. Text, WhatsApp and Email open your own template with the customer's name and the job filled in, ready to send from your phone.
- Statuses. New, Contacted, Quoted, Booked, Won and Lost. Marking a lead Won asks what the job was worth, and Lost can record a reason.
- Follow-ups. A date, time and note for each one, with a reminder on your phone when it's due.
- Organising. Assign a lead to someone, put it in a folder, or keep extra details in custom fields.
- Instant Replies. An automatic email to any lead with an email address, with different wording during and outside business hours.
With the Respond add-on:
- An automatic SMS reply to new leads with a mobile number, sent from your dedicated UK business number.
- Lead Rescue: automated follow-ups to leads still at New or Contacted who haven't replied. It stops once a lead moves on.
- Two-way texting in the Messages tab, with AI that can draft or send replies once you switch it on.
The alert is how LeadCentre tells your team. Instant Replies, Respond's texts and the messages you send from the buttons are what the customer receives.
How to connect Google Local Services Ads to LeadCentre
You need a LeadCentre login with the Admin role and a Google account with access to your Local Services Ads account. If someone else set up your ads, ask them to share access to the account with your Google account first.
New to Local Services Ads? Google's getting started guide covers which service categories can advertise and how to set up your account.
- 1
Open Connections
In the portal at dashboard.leadcentre.com, go to Settings > Connections and find Google Local Services Ads.
- 2
Sign in with Google
Sign in with the Google account that has access to your Local Services Ads, and allow LeadCentre to read your leads when Google asks.
- 3
Choose the account
If that Google account can reach more than one Local Services Ads account, choose the one for this business. The Google Local Services Ads card then shows which account is connected.
- 4
Check your alerts
On the Team page, check New lead alerts is switched on for the people who should hear about LSA leads, and that they have the app installed with notifications allowed.
- 5
Confirm the next lead arrives
A test call of your own goes through your ad like any other, so Google may count it as a lead. The simplest check is your next real enquiry: make sure it appears in your Leads list with Local Services Ads as the source, and that the alert reached the right phones.
What data comes through?
LeadCentre fills the fields for you from what Google shares for each lead, so there's nothing to match.
Google shares the customer's name when they typed one on a message, and a phone number. Google's lead data explains that the number can be the customer's own or a Google tracking number with an extension, and the extension is kept with the number so you reach the right person.
| Field sent | Usually matched to |
|---|---|
| Customer's name, when given on a message | Full name |
| Customer's phone number | Phone (mobile or landline) |
| Extension, when Google gives a tracking number | Kept with the phone number |
| Message text | Enquiry / Message |
| Job type and service from your listing | Enquiry type |
| Lead type: phone call or message | Lead medium |
| Time Google created the lead | Date received |
| Google's lead ID, added for you | Unique ID (stops duplicates) |
| Local Services Ads, added for you | Lead source |
Managing Local Services Ads leads beyond the lead inbox
Your Local Services Ads lead inbox keeps a record of each lead, lets you reply and call, and is where Google handles your budget and lead charges. Google's guide to managing leads covers what's there. Keep using it for those things.
LeadCentre is where the whole team works the lead once it's in, alongside every other source:
- One list. LSA leads sit beside website forms, Facebook leads, emails and calls, so nobody has to check several places.
- A status that means something. New, Contacted, Quoted, Booked, Won and Lost show where each job is, to everyone on the account.
- Follow-ups with reminders. In the lead inbox, Google moves a lead to the inactive list after 15 days with no call or message. A follow-up in LeadCentre brings it back to you on the day you chose.
- Alerts for the right people. A push to the phones of the people on New lead alerts, whoever holds the Google login.
- Won value. Record what each job was worth, so you can set the work won against what Google charged you.
Speed matters on Google's side too. Google says that if you regularly fail to answer calls or respond to messages, your ad ranking may be affected.
For agencies managing client enquiries
Each client has its own LeadCentre account, and each account connects its own Local Services Ads. As an Agency Admin, open the client with Manage, go to Settings > Connections and connect with a Google account that has access to that client's Local Services Ads. If you run clients' ads from a Google Ads manager account, Google explains how manager access works.
The client's own people see their LSA leads in the app and the portal. New lead alerts go to the people chosen on that client's Team page, and an Admin, or an Agency User for the client's Users, can change that per person. Agency staff don't get a push for each client's lead: they see the leads when they open the client.
An Agency Admin can reach every client, and an Agency User only the clients assigned to them. Cross-client reporting shows leads, won jobs, win rate and won value for each client side by side, so you can show a client what their Local Services Ads leads turned into. More on agency accounts.
Pricing and requirements
What you need for this connection. Prices for each plan and the Respond add-on are on the pricing page.
- LeadCentre plan
Any plan. The connection is included on Business, Agency Starter and Agency Scale.
- Google Local Services Ads account
An active Local Services Ads account, and a Google account with access to it. Local Services Ads are offered for certain service categories, and Google charges for each valid lead.
- Admin role
An Admin on the LeadCentre account, or agency staff for a client account, makes the connection.
- Respond add-on
Optional. Adds automatic SMS replies, Lead Rescue follow-ups and two-way texts from a dedicated UK business number. See Respond.
- Messaging usage
Respond includes monthly allowances for texts, forwarded call minutes and AI conversations. If one runs out, the account is told and can buy credits for extra usage. New leads are still saved.
Common problems
No LSA leads have arrived since I connected
Check the Google Local Services Ads card in Settings > Connections shows the right account, as a Google login that reaches several accounts may have connected a different one. Then check new leads are showing in Local Services Ads itself. A paused ad, or a budget that's been used, brings no new leads.
The Call button rings a Google number
Google sometimes shares a tracking number with an extension in place of the customer's own number. Use the extension shown with the number on the lead, which Google needs to put you through to the right customer. Once you're through, ask for their direct number and add it to the lead in the portal.
The lead has a number but no name
Google shares a name when the customer typed one on a message, so call leads often arrive with just the number. Ask their name on the call and add it to the lead in the portal.
Leads stopped after someone left the business
The connection uses the Google account that signed in. If that person loses access to Local Services Ads, new leads stop reaching LeadCentre. Connect again in Settings > Connections with a Google account that still has access.
Alerts aren't reaching my phone
New lead alerts go to the people chosen on the Team page in the portal. Check you're one of them, that the app is allowed to send notifications, and that New lead alerts is on in the app's own Settings.
Questions about this connection
Is LeadCentre a CRM for LSA leads?
It's lead management software rather than a full CRM. For Local Services Ads leads, that means getting each call and message to the right person, making contact, following up and recording which ones became jobs. The difference is explained in lead management software vs CRM.
Do I still need my Local Services Ads account once I connect?
Yes. Google keeps handling your budget, business profile, lead charges and feedback on a lead there. LeadCentre is where your team works each lead: the alert, the call back, follow-ups and the outcome.
Do answered calls come through as well?
Yes, every call and message lead arrives, answered or not. For a call you've already taken, set the status to Contacted or Quoted and add a follow-up, so that job is tracked through to Won or Lost too.
Who gets the alert for a new LSA lead?
The people switched on for New lead alerts on the Team page. An Admin chooses them, at least one person always stays on, and each person can still turn alerts off on their own phone.
What about lead charges and credits?
Google handles those in Local Services Ads. Google's guide to how leads work explains which leads are charged and where credits apply. In LeadCentre, mark a junk lead Lost with a reason so your own figures stay accurate.
Can I connect Local Services Ads for several businesses?
Yes. Each LeadCentre account connects its own Local Services Ads account, so an agency connects each client inside that client's account and their leads stay separate.
Related features and guides
- Google Ads lead formsFor lead form assets on your other campaigns
- Instant lead notificationsWho gets the alert, and how
- Lead follow-upsReminders for the call back
- Lead conversion trackingWhich leads became paid jobs
- Plumbers and heating engineersCalls that come in mid-job
- Track Google Ads leads to salesFrom lead to won job
Connect your lead sources
Set up your LeadCentre account and connect this source, and your next enquiry can arrive on your phone.