Before taking over a Google Local Services Ads (LSA) account, an agency should request account access, business and service details, billing information, lead history, performance data, verification records, and details about any existing issues or restrictions.
At minimum, the agency should collect:
LSA account access: Admin or appropriate access to the existing LSA account and linked Google Business Profile.
Business information: Legal business name, business address, phone number, website, service areas, business hours, and primary contact.
Services: Current LSA categories, services offered, job types, locations served, and any services that should be added or removed.
Budget and bidding details: Current weekly budget, spending limits, lead targets, and any existing budget or bidding preferences.
Lead history: Recent leads, lead sources, lead quality, booked jobs, missed calls, disputed leads, and common spam or irrelevant lead patterns.
Performance data: Recent spend, leads, cost per lead, lead-to-customer rate, review count, and other available LSA performance data.
Reviews and reputation: Current Google rating, review volume, recent review activity, and any negative-review issues affecting the business.
Verification and eligibility: Business verification status, licenses, insurance, background checks, screening requirements, and any pending verification requests.
Account issues: Suspensions, disapprovals, policy violations, ranking drops, billing problems, lead disputes, or previous appeals.
Previous management: What the previous agency or in-house team changed, when major changes were made, and what strategies have already been tested.
Tracking and CRM: Call tracking setup, lead forms, CRM integration, conversion tracking, and the process used to follow up with LSA leads.
Business goals: Target locations, preferred lead types, desired lead volume, acceptable cost per lead, and the business's definition of a qualified lead.
The most important information is the account's current state, historical lead data, verification status, and business goals. Without these details, an agency can inherit an LSA account without knowing whether poor results come from targeting, lead quality, responsiveness, reputation, compliance, or previous account changes.
