The LSA Audit Checklist · Blue Grid Media · bluegridmedia.com
1. Profile categories match the jobs you actually want
Every category Google lists you under is a category you pay leads for. Uncheck anything you do not profitably serve. "Job type not serviced" leads are no longer creditable, so a loose category list is pure waste.
2. Service area set to bookable ZIPs only
Drop the aspirational radius. "Geo not serviced" leads stopped being creditable in 2024, so every ZIP you cannot profitably reach is money you cannot get back. Keep the map tight to where you actually take jobs.
3. Every profile field complete
Real photos, accurate hours, business highlights, and current license and insurance details. This is the single biggest trust signal, both for Google's ranking and for the AI assistants that now recommend businesses.
4. Reviews at 4.5 stars or higher and growing 2+ per week
Review velocity (recent, steady reviews) matters as much as the total. A trickle of fresh reviews beats a big pile that stopped a year ago. Ask happy customers to name the specific service.
5. Bids set by job type, not one bundled bid
High-value job types deserve higher bids; low-margin ones should be bid down or paused. A single blended bid overpays for cheap jobs and underbids the ones worth winning.
6. "Direct business search" toggle reviewed
Google turns this on by default, which means you pay LSA prices when someone searches your business name, people who would have found your Google Business Profile for free. If your GBP is strong, turn it off.
7. Response time under 5 minutes
Google factors how fast and how well you answer into the auction. Faster pickup means better ranking and a higher close rate. Missed and voicemail-bound calls quietly drag both down.
8. Message leads answered with a fast text-back
Message leads are a different motion than calls. The customer is comparison-shopping and expects a quick reply, not a callback hours later. Whoever watches the inbox should reply within minutes.
RECOVERS CREDITS9. Review every charged lead against the 2026 automated credit policy
Google replaced manual disputes with an automated system in July 2024. It reviews each charged lead within ~72 hours and credits invalid ones automatically. Know which charges qualify (spam, wrong number, duplicates within 15 days) so you can confirm the credit lands.
RECOVERS CREDITS10. Use the "Rate this lead" feedback survey on bad leads
The feedback survey is your only lever now. Marking spam, wrong-number, and duplicate leads "very dissatisfied" with the specific reason reinforces the signal the automated system uses to credit you.
RECOVERS CREDITS11. Route repeat customers to a direct line
Existing clients calling your LSA tracking number cost you full lead prices for business you already had. Only duplicates within 15 days are creditable, so put a direct number on invoices, cards, and email signatures.
12. Run a 15-minute weekly check
Charged vs. credited, true cost per lead, and which job types or locations are bleeding budget. Catching a bad pattern in week one instead of month three is the difference between a tune-up and a write-off.
Want this scored automatically?
Drop your Google LSA dashboard CSV into our free, browser-only tool to see your true cost per lead, which charges were creditable, and where your spend is going: bluegridmedia.com/lsa-lead-tracker
Questions, or want us to run the audit with you? Get in touch →