12 roofing LSA account mistakes that suppress rankings, drain budget, and lose storm-season leads
Check off each item once you have confirmed it is NOT a problem in your account. Critical items have the highest impact on ranking and lead volume during storm season — address those first.
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| # | Severity | Checklist Item | Done? |
|---|---|---|---|
| 1 | CRITICAL | LSA running year-round — not turned off October through April (staying active protects ranking position) | |
| 2 | CRITICAL | System in place for handling insurance and adjuster calls (adjuster scheduling script, scope doc process) | |
| 3 | MODERATE | After photos uploaded alongside before shots — not before-only | |
| 4 | MODERATE | Price-shopping and insurance-paperwork-only leads disputed on a regular schedule | |
| 5 | CRITICAL | Budget sized appropriately for storm season (not set so low it exhausts on Tuesday) | |
| 6 | CRITICAL | Flat roof and skylight job types enabled | |
| 7 | MODERATE | Service area radius is appropriate — not too narrow or too wide | |
| 8 | CRITICAL | Google Business Profile connected, verified, and NAP matches LSA | |
| 9 | CRITICAL | Storm event response protocol documented (overflow coverage, call triage, callback timeline) | |
| 10 | CRITICAL | Max Per Lead bid cap not set so aggressively that ads disappear during storm surges | |
| 11 | CRITICAL | Estimators trained on the adjuster conversation and insurance claim close process | |
| 12 | MODERATE | Profile bio references local history, years in business, and insurance expertise (not generic) |