The Near Memo How should agencies build a business around Google Local Service Ads (LSAs)?
In this episode of the Near Memo podcast, Greg Sterling and Mike Blumenthal host a panel discussion with Eric Levine (Leadwise HQ, former Google LSA team), Claudia Tomina (Reputation Arm), Matt Casady (Sterling Sky), and Crystal Horton (Google Business Profile Platinum Product Expert).
Together the panel explores how agencies are actually managing LSAs for clients today.
Topics include:
• The real ranking factors behind Local Service Ads
• Whether LSAs are still a DIY product or require agency expertise
• How agencies price and manage LSA services
• Fraud, verification challenges, and fake listings
• Lead quality and the removal of the lead dispute feature
• What separates successful LSA campaigns from failed ones
• How LSAs may evolve as AI search and brand discovery reshape local search
The conversation also dives into the agency economics of LSAs — from consulting models to flat fee management and performance expectations in competitive markets like personal injury law.
If you’re an agency, consultant, or in-house marketer managing LSAs for clients, this panel discussion offers practical insights into how the product really works.
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