Interested in sponsoring this podcast or our newsletters please reach out to [email protected] E-mail Mike Local Service Ads sit at the very top of many high-value local searches — yet most firms treat them as either a budget game or a review race. The reality is more nuanced. LSAs blend algorithmic ranking signals with behavioral psychology. Review velocity, responsiveness, and messaging opt-in matter — but so does how your business visually presents itself. Headshots, office imagery, and “user journey” photos influence trust long before someone reads a review. Understanding this mix of ranking signals and visual cues is critical for anyone competing in LSAs. Sign up for our new Legal Marketing Newsletter. Once a month, no fluff, just good ideas. Sign Up ### **The Podcast Deets** ### Segment 1 (00:00 – ~11:00) **Visual Trust: Headshots, Photos & Review Psychology** The episode opens by dissecting how LSAs visually present businesses. Headshots are required and framed differently from standard GBP photos, raising questions about trust, gravitas, and perception. The discussion expands into a “user journey” photo strategy — showing the exterior, front desk, and team to reduce friction and increase conversion. Reviews are layered on top as the dominant decision shortcut. ### Segment 2 (11:00 – ~19:00) **Ranking Mechanics: Reviews, Responsiveness & Tactical Setup** This segment explores what truly drives LSA ranking: review recency, cadence, messaging opt-in, and call responsiveness. LSAs are not PPC — you cannot simply outbid competitors. Instead, businesses must maintain operational excellence. Setup best practices include broad service areas, maximize leads bidding, and maintaining at least 4–6 strong photos. Phone answer speed emerges as a hidden but critical performance lever. ### **Segment 3 (****19:00 – 28:00****)** **AI Integration, Expansion & The Future of LSAs** The final section looks ahead. With over 100 categories already active, LSAs are expanding aggressively. The conversation explores how AI search (Gemini, conversational interfaces) could evolve LSAs into interactive, intent-driven ad units that respond dynamically to user constraints and preferences. The future of LSAs likely involves deeper integration with AI-powered local search workflows. ### **Key Takeaways** • LSAs are not purely pay-to-play • Review velocity and recency matter more than raw volume • Suspiciously perfect 5.0 profiles distort competition • Photos should reduce friction, not showcase branding • Phone answer speed materially affects conversion • Messaging opt-in and responsiveness influence ranking • Agencies often overpromise due to algorithm misunderstanding • LSAs are expanding across nearly all local verticals • AI search will likely reshape LSA presentation and interactivity • Overly niche businesses may not benefit from LSAs ### 👇 Watch by topic: 00:00 – Introduction: What LSAs Really Are 02:00 – Headshots & Visual Trust in LSAs 04:30 – The “User Journey” Photo Strategy 07:30 – Review Volume, 5.0 Ratings & Competitive Barriers 11:00 – Ranking Signals: Velocity, Recency & Responsiveness 15:30 – Set It & Forget It vs Moving Targets 18:30 – Why You Can’t Pay Your Way to the Top 21:00 – AI Search & the Future of LSAs 24:00 – Category Expansion & Growth 25:30 – Lead Disputes, Credits & Expectation Setting 27:30 – Final Takeaways ### Related Links LeadWise HQ | activate your local presence | Boost Local Visibility TodayExpert local digital strategies with Google LSAs and profiles to help businesses enhance their local presence and drive growth.LeadWise HQ | activate your local presence Eric Levine LinkedIn Profile ### **Full Transcript -- > ****on-line** ###

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