Inside Google Local Services Ads: Ranking Signals, Lead Costs, and Why LSAs Beat the Local Pack (w/ Eric Levine)

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Local Services Ads have become the “top-of-the-page” battleground for high-value local categories—especially professional services. In this episode, Greg Sterling and Mike Blumenthal talk with former LSA team member Eric Levine about how LSAs evolved, what really influences rank, and how Google’s lead marketplace mechanics shape outcomes.

We break down “request multiple options,” lead billing, the big ranking signals (reviews, responsiveness, radius/service area), why LSAs often win user attention over the local pack, and how photos should be chosen and structured to match user decision-making.

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