LSA doesnot use keywords like regular Google Ads, it uses Google's AI to understand intent. So when a customer types or voice searches something like "no hot water" or "toilet overflowing at 2am," Google's AI understands it's a plumbing emergency even if they never said the word plumber.
Then it matches that intent to your business profile, your verified job types, service areas, hours, and what your reviews actually talk about. If you have water heater repair turned on and a lot of reviews mentioning water heaters, Google trusts you for that search. And finally, it learns from your past performance, like which calls you booked and completed. If you always book burst pipe jobs but never book faucet installs, it will start sending you more burst pipe searches.
That's why training it with completed jobs is so important, you're teaching Google what a good search is for your company without adding any keywords.
