Why Contractors Should Always Run LSA
(Even During Slow Seasons)
By Dipa Gandhi
Read it to me! Click the video below.
When things get slow, the first instinct for many home service contractors is to pull back on marketing—especially paid advertising. But when it comes to Local Services Ads (LSA), that strategy can cost far more than it saves. For electricians, roofers, plumbers, and other service-area professionals, pausing LSAs during your off-season can do lasting damage to your visibility, rankings, and lead volume.
Let’s dig into why staying visible during your slow season is one of the smartest marketing moves you can make.
The Drop-Off Dilemma
Most service contractors experience seasonality. Landscapers might boom in spring and summer. Roofers are swamped after storms. HVAC contractors get busy in extreme weather.
So, during those “in-between” months—maybe it’s February for painters or September for lawn care pros—calls slow down. And many business owners decide to save money by pausing their LSA campaigns.
Here’s what actually happens when you stop:
- LSA ranking drops: Google prioritizes active advertisers. If you pause your ads, your position in the LSA carousel drops quickly—and competitors move in.
- Slow recovery: Once reactivated, your campaign doesn’t instantly regain momentum. It can take weeks of consistent activity to return to top placement.
- Lost reviews and response stats: Google's LSA algorithm factors in responsiveness and review count. Pausing ads can lead to fewer reviews and slow responses, hurting your ranking further.
One local plumber in Denver shared with us how a three-week pause in November led to a 60% drop in lead volume even after restarting ads in December. His LSA placement never fully recovered until February.
The Hidden Costs of Going Dark
Stopping LSA campaigns might feel like a smart way to cut short-term expenses, but it often creates long-term damage:
- Competitors gain ground: While you’re offline, others stay live and get more reviews, more bookings, and more traction.
- Missed low-cost leads: During slower seasons, competition for LSA placements is often lower—meaning cheaper cost-per-lead. Contractors who stay visible may pay less for high-quality leads.
- Brand invisibility: When homeowners search for services, they don’t stop just because it’s slow season for you. If you're not there, they call someone else.
And unlike SEO, which can take months to move the needle, LSA delivers leads right now. But only if you stay live.
Smart Strategies to Stay Live Without Overspending
It’s understandable to want to watch your budget in slow months. But you don’t have to go all-in to stay visible. Here's how to stay competitive while controlling costs:
- Lower your weekly budget: Scale down instead of pausing completely.
- Limit service areas: Focus on your highest-converting zip codes or neighborhoods.
- Turn on ads during peak hours only: Use scheduling tools to show ads only when you're most likely to book jobs.
- Ask every customer for a review: Even slow months can be review-building months. More reviews = better LSA ranking.
- Respond fast: Fast response time boosts visibility on LSA. Don’t let slower volume make you complacent.
One HVAC contractor in Miami kept his ads live during the mild spring by cutting his budget by 40%, yet still pulled in five new maintenance contracts—all from LSAs. He never dropped in ranking and ramped up quickly when peak season returned.
Play the Long Game: Consistency Wins
LSA isn’t just about lead volume this week—it’s about long-term positioning. The more consistently you run your ads, the stronger your profile becomes:
- High response rates
- Better Google ranking signals
- Lower cost per lead in competitive seasons
Contractors who run ads year-round build lasting momentum. And that momentum translates into faster growth, stronger branding, and more predictable revenue.
Conclusion
When slow season hits, don’t disappear. Contractors who treat marketing like a year-round investment—especially with LSA—stay ahead of competitors and keep leads flowing even in quiet months.
Rather than pausing, adjust. Reduce your spend. Focus on top-performing services or zip codes. But stay visible. Because the cost of going dark is often far greater than the cost of staying seen.
