Hey Blue Collar Boss,
If your Local Services Ads have been feeling a little… sluggish lately, there’s a reason.
Google quietly removed proximity from the LSA algorithm months ago, and the punch is finally landing.
Here’s what it means:
Your business might not appear in LSAs even if your next-door neighbor is searching for your service.
Your business might not appear in LSAs even if your next-door neighbor is searching for your service.
Your business location barely matters in LSAs anymore. A competitor 15 miles away can outrank you if they’ve stacked more and better reviews.
Most business owners didn’t feel the impact right away. Things looked normal for a while. But the shift has been spreading through every LSA market, and now the drop is showing up in call volume—plumbers, HVAC, electricians, everyone.
What Actually Changed
Google stopped using “closest provider” as a ranking factor earlier this year.
At first, nothing dramatic happened because most competitors weren’t optimized enough to take advantage.
But now the businesses with:
- stronger review scores
- a steady flow of new reviews
- faster response times
…are suddenly showing up everywhere. Even far outside their usual area.
If you’ve been relying on the fact that you’re the closest, that advantage is gone. And your call volume is paying the price.
Why You’re Feeling It Now
Google basically widened the map.
Way more contractors can show up for every search.
The same number of calls… but split across more competitors.
Way more contractors can show up for every search.
The same number of calls… but split across more competitors.
And here’s the kicker: even strong LSA accounts can see a 20 to 30 percent dip just from losing the location advantage.
It’s not your ads. It’s not your business. It’s Google shifting the ground under us.
So What Drives Rank Now?
If you want to stay on top, Google cares about four things more than ever:
- Review score and review velocity
- Speed of call and message response
- Accuracy of service areas and service categories
- Quality of conversations (yes, Google is listening closer)
None of this is random. LSAs started as a “local” tool, but Google now treats them more like a mini-marketplace. And marketplaces reward whoever looks the most trustworthy.
What You Should Do Next
Here’s what we’re recommending (and helping clients do) inside True Blue Collar:
1. Tighten. your service areas.
Don’t compete 25 miles away if those jobs aren’t profitable. Shrink your radius so you win where the money is.
Don’t compete 25 miles away if those jobs aren’t profitable. Shrink your radius so you win where the money is.
2. Get aggressive on reviews.
Not someday. Not when you have time. Right now. Review volume is one of the strongest signals in LSAs.
Not someday. Not when you have time. Right now. Review volume is one of the strongest signals in LSAs.
3. Fix responsiveness.
Missed calls and slow responses crush your ranking faster than anything else.
Missed calls and slow responses crush your ranking faster than anything else.
4. Clean up your service categories.
You need to match how customers search—especially the high-intent jobs.
You need to match how customers search—especially the high-intent jobs.
And here’s something important:
This isn’t a “campaign problem.”
It’s a slow-burn Google change that’s finally showing its teeth.
This isn’t a “campaign problem.”
It’s a slow-burn Google change that’s finally showing its teeth.
If you want us to take the reins, stabilize your call flow, and handle the LSA side so you can focus on running your business, book a quick call with us.
We’re on top of this shift and already adjusting accounts across plumbing, HVAC, electrical, and more. Book a strategy meeting now to stay ahead of the curve.
Avi | Founder True Blue Collar Marketing
Talk to you next week,
