Why Your LSA Lead Volume is Dropping and How to Fix It

In the world of Google Guaranteed (LSA) advertising, business success directly depends on the number of incoming leads. When their flow suddenly dries up, it can become a real problem for the company. Whether you manage campaigns independently or partner with a specialized LSA ads agency, it’s crucial to understand the main reasons for a decrease in the number of leads in LSA, Google Ads USA and how to address this issue.

First of all, it’s worth checking the basic parameters: whether the budget, bids, services, and service areas are set correctly. However, we’ll set aside these obvious reasons and focus on deeper issues.

One of the main reasons for the decline in leads is a decrease in the number of reviews or their irregular receipt. Google has tightened its algorithms and actively combats fake reviews by removing suspicious ones. Many companies don’t even realize that their honestly earned reviews can be removed by the system.

Google has become truly “paranoid” about artificially inflated reviews, as too many companies have hired questionable contractors to artificially increase their quantity. Currently, many businesses are experiencing problems with Google My Business (now called Google Business Profile) — Google may ban profiles or delete reviews.

Important: since January 2025, LSA and GMB accounts have become linked. If you don’t maintain your GMB profile in good standing, your LSA advertising may simply stop.

Google tracks when a user interacts with your ad and attempts to call, but doesn’t see when you call back. It’s important for the system that you answer every call immediately.

This problem is especially relevant for small businesses where the owner simultaneously provides service and handles calls. When you’re busy, on the road, or, for example, at a Home Depot store, and can’t answer, and then call back later — Google doesn’t see this and considers that you’re poorly handling incoming calls.

If a customer calls you and you don’t answer, and then they return to search and click on your competitor’s listing — this is an extremely negative signal for Google. The system considers that you did not meet the customer’s needs and received this lead in vain.

A little-known but important reason is the failure to update lead statuses in the LSA advertising dashboard. If you have disorder there and don’t manage the statuses of received inquiries, Google perceives this as a sign of poor customer service.

In the LSA advertising dashboard, there is a separate “Leads” tab where statuses need to be regularly updated. This shows Google that you take customer service seriously.

In our blog, there’s an article about the 5 best home services CRM.

It’s necessary to build a clear process for collecting reviews. It’s important not only to gather a certain number but also to continue receiving them regularly — weekly or monthly.

Recommendation: your specialists should immediately ask the client to leave a review after successfully completing their work. Help them do this on-site by providing access to your profile via phone or tablet.

For LSA, it’s critically important to answer all incoming calls. If you don’t have the ability to always pick up the phone, at least set up voicemail. This allows Google to see that the call was successful and the client was able to connect with your company.

Google evaluates user interaction with search: if a person closes the tab or moves to another query after calling you — this is a positive signal, indicating that their need has been satisfied.

In the LSA advertising dashboard, regularly update statuses for received leads:

• “Archived” — if the lead is lost
• “Booked” — if you’ve scheduled a service call
• “Completed” — if the work has been successfully completed and paid for

An organized lead management system signals to Google about your professionalism and increases the chances of receiving new inquiries.

Provide good service, answer calls, update statuses, and do your work conscientiously.

Remember that Google strives to provide users with quality service, therefore it gives preference to companies that work diligently with customers and care about their reputation.