Part 1 of a 2 Part Series on Message Leads in LSA
Phone Leads Are the Backbone of LSAs
If you’ve been running Google Local Services Ads (LSAs) for any amount of time, you already know one thing to be true:
Most LSA leads come from phone calls.
After reviewing LSA performance data focused specifically on:
- Phone leads
- Message leads
- Total leads
One trend is undeniable:
👉 Roughly 70%+ of all LSA leads are phone calls
(Based on actual data from December 1, 2025 – December 31, 2025)
That’s not surprising.
LSAs were built for high-intent, urgent searches:
- “Plumber near me”
- “Emergency electrician”
- “Roof repair today”
People searching these terms usually want to talk to someone now, not fill out a form.
So yes, phone leads are the primary driver of LSA ROI.
But here’s where many contractors (and even agencies) make a costly mistake.
The Common LSA Mistake: Turning Off Message Leads
When contractors see that phone leads dominate, the natural reaction is:
“Why keep message leads on at all?”
Especially when:
- Message leads convert slower
- They require follow-up
- Calls feel “more serious”
On the surface, turning off message leads sounds logical.
In reality, it quietly reduces visibility, rankings, and total opportunity inside LSAs.
Why Message Leads Still Matter (Even If Calls Convert Better)
1. Not Every High-Intent Customer Can Call
High intent doesn’t always mean “available to talk.”
Message leads capture:
- People at work or in meetings
- After-hours searches
- Customers in noisy environments
- Users who prefer texting before calling
These customers don’t magically turn into phone calls if messaging is disabled.
They go to the next contractor who accepts messages.
Turning off message leads = turning away real jobs.
2. Message Leads Expand Your LSA Visibility
LSAs aren’t just about who bids the most.
They reward advertisers who:
- Accept more lead types
- Create better user experiences
- Give Google more engagement data
When message leads are enabled:
- Your ad qualifies for more searches
- Your impression share increases
- Your profile looks more competitive
When message leads are turned off, your LSA reach shrinks.
Even phone lead volume can decline as a result.
3. Message Leads Are a Ranking Factor in LSAs
This is the part most advertisers miss.
LSA rankings are influenced by:
- Responsiveness
- Lead acceptance
- Engagement behavior
- Overall account activity
Message leads contribute to all of these signals.
When messaging is disabled:
- Google sees fewer engagement opportunities
- Your responsiveness data thins out
- Your ad becomes less “active” in the system
The result? Lower rankings, even for phone calls.
This is why some businesses experience:
- Stable call quality
- But declining call volume over time
The problem isn’t necessarily the calls. It’s reduced visibility.
4. Message Leads Support Phone Lead Performance (Indirectly)
Message leads don’t compete with phone leads; they support them.
They:
- Keep your LSA profile active during slow call periods
- Improve engagement signals
- Help maintain consistent visibility
Think of it this way:
Phone leads are the engine. Message leads are the fuel that keeps it running.
Why “Total Leads” Is a Misleading LSA Metric
Looking only at total lead volume hides what really matters.
Two examples:
- Fewer total leads with more phone calls = better performance
- Flat total leads with declining calls = worse performance
LSAs should always be evaluated by:
- Phone lead volume
- Phone lead trend
- Lead mix (calls vs messages)
Message leads are not the primary KPI, but they are a critical supporting signal.
The Right Way to Run LSAs
Best practice for LSAs:
- Keep message leads ON
- Optimize for phone lead quality
- Respond quickly to both
- Judge success primarily on calls, not just total leads
Turning off message leads may feel like “filtering for quality,” but in LSAs, it often does the opposite.
One Important Caveat: This Is a General LSA Trend
While phone leads clearly dominate LSAs overall, this data reflects a broad, cross-industry trend, not a one-size-fits-all rule.
LSA behavior varies depending on:
- The type of service
- Urgency of the job
- Average ticket size
- How customers typically make buying decisions in that industry
For example:
- Emergency services often skew heavily toward calls
- Quote-driven or non-urgent services tend to generate more message leads
- Some industries rely on messaging far more than others to stay competitive in LSAs
In other words, phone leads may dominate in general, but the importance of message leads increases or decreases depending on the industry.
In the next part, we’ll break down which industries benefit the most from opting into message leads and where turning them off can hurt performance the fastest.