If your clients’ Local Services Ads have been slowing down lately, we’re finally seeing why.
Google pulled proximity out of the LSA algorithm months ago… and the punch has officially landed.
For agencies managing home-service accounts, here’s the uncomfortable truth:
Your client can lose an LSA lead even when the customer is next door. A competitor 15, 20, even 30 miles away can outrank them if their reviews are stronger.
And because most agencies didn’t feel the damage right away, the sudden drop in call volume now feels like it came out of nowhere. But it didn’t. Google changed the rules, and the impact is hitting full force across plumbing, HVAC, electrical, roofing — everyone.
Google stopped using “closest provider wins” earlier this year.
At first, nothing looked different because most markets weren’t optimized enough for the shift to matter.
But now the businesses with:
…are being pushed into more searches than ever, even far outside their usual service radius.
If any of your clients relied on being the closest provider, that advantage is gone — and yes, their call volume is showing it.
Why Agencies Are Feeling It Now
Google basically widened the map.
It’s Google reshaping the LSA environment. And it’s hitting hard.
What Actually Drives Rank Now
If you want your clients to stay on top, Google is putting weight on four signals:
LSAs aren’t behaving like a “local” tool anymore — they’re acting like a trust-driven marketplace. And marketplaces reward whoever looks most reliable, not whoever is closest.
What Agencies Should Do Next
Here’s what we’re recommending (and executing) inside InvisiblePPC for our white-label partners:
1. Tighten service areas
Don’t let clients compete 25 miles out if the job isn’t profitable.
Shrink the radius. Win where the intent is strongest.
2. Push aggressive review collection
Not later. Not eventually. Now.
Review volume is one of the strongest ranking signals post-update.
3. Fix response times
Missed calls or slow follow-ups crush ranking faster than any algorithm tweak.
4. Clean up categories
Dial in every service type.
Generic setups get punished. Specificity wins.
And here’s the part agencies need to hear clearly:
This is not an optimization failure.
It’s a slow-burn Google change that’s finally showing teeth.
Your job is to help clients adapt — not apologize for something you didn’t cause,
Keeping them updated helps you win the long game.
