Google has made a significant update to its Local Services Ads (LSA) platform—and plumbing companies need to pay close attention. The digital marketing team at Mammoth Marketing, which specializes in helping plumbers grow their businesses, is advising all clients and contractors to take immediate action to avoid losing valuable lead opportunities.
If your business relies on LSAs to bring in service calls, these changes will directly impact your results. This article breaks down what’s changing, why it matters, and what plumbing businesses should do today to stay competitive.
A Critical Deadline: Accept Google’s New Terms by June 5
Google has started rolling out new LSA terms that every advertiser must accept before June 5, 2025. Failure to accept the updated terms will result in LSAs being paused or removed entirely.
The new agreement includes several key updates:
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Google may now use your business assets—photos, reviews, and service info—across its platforms.
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Your communication performance (calls and messages) will be monitored and scored.
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Agencies managing LSAs on behalf of clients must now be authorized to accept terms and manage updates.
These changes are part of Google’s efforts to maintain quality and transparency—but they also put more responsibility on business owners to stay compliant and actively manage their LSA presence.
What This Means for Plumbing Companies
For plumbing companies, Google LSAs have become a primary source of high-intent leads. Missing this update or delaying action could cause a sudden drop in calls, bookings, and revenue.
Here’s what’s at stake:
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Your business may stop showing up when people search for a local plumber.
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Competitors who are compliant will take your spot.
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A once-reliable lead source could become unpredictable overnight.
These changes aren’t optional—they’re foundational.
How Google Is Ranking LSAs Now
Mammoth Marketing has seen firsthand that rankings within LSAs are not just about who’s spending the most. In 2025, Google’s ranking factors are based more on reliability and reputation than ever before.
Here’s what plumbing companies must optimize to maintain or improve rankings:
1. Review Quality & Quantity
More frequent and higher-rated reviews push businesses higher in the list.
2. Responsiveness
Google monitors how fast and reliably you answer calls and respond to messages.
3. Accurate Business Hours
Being listed as “open” when searches happen improves your chances of showing up.
4. Location and Service Area
Google gives preference to plumbers who are physically close to the searcher and have a clear service area.
5. Budget
Spending still plays a role—but only after the first four factors are optimized.
Throwing more money at LSAs won’t solve a performance problem unless the fundamentals are dialed in.
Your Google Business Profile Now Affects LSA Performance
Another major shift: your Google Business Profile (GBP) now plays a bigger role in your LSA visibility. If your GBP is incomplete, inconsistent, or inactive, it could harm your rankings—even if your LSA campaign is otherwise in good shape.
Mammoth Marketing recommends the following:
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Ensure your GBP is verified and connected to your LSA account.
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Keep your hours, services, and phone number updated and accurate.
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Upload photos and regularly post updates.
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Actively collect and respond to customer reviews.
These updates help build trust with both Google and potential customers—and they now influence whether your ads are shown.
Reviews Are No Longer Optional—They’re Critical
Many plumbing companies undervalue the impact of customer reviews. With the new LSA structure, reviews aren’t just helpful—they’re essential.
Businesses need to aim for:
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A consistent flow of new, positive reviews
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Maintaining an average rating above 4.5 stars
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Timely responses to all feedback, especially the negative ones
This isn’t just about optics—it’s about ensuring Google’s algorithm sees your business as active, credible, and worthy of ranking at the top.
Why Relying Solely on LSAs Is Risky
One of the biggest takeaways from this update is that depending only on LSAs is a dangerous strategy. Google can—and will—change the rules whenever it wants. If LSAs dry up, your pipeline does too.
That’s why Mammoth Marketing encourages plumbing businesses to diversify:
Search Engine Optimization (SEO)
Ranking organically for core services in your city gives you more consistent, cost-effective leads.
Google Ads (PPC)
Traditional search ads give more control over keywords, targeting, and offers.
High-Converting Local Service Pages
Custom landing pages for things like water heater installs or sewer inspections improve both SEO and ad performance.
Email & Retargeting Campaigns
Keep in touch with past customers and stay top of mind when they need service again.
With a balanced strategy, you’ll never be fully at the mercy of one platform.
What Plumbing Companies Should Do Now
Here’s a simple checklist to help your business respond to Google’s changes:
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Log into your LSA account and accept the updated terms.
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Verify your Google Business Profile and ensure it matches your LSA details.
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Check your hours, phone number, and service area for accuracy.
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Monitor your responsiveness—make sure calls and messages are being answered consistently.
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Create or refresh your review collection process to increase both volume and quality.
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Schedule a marketing strategy review with experts who understand the LSA landscape.
The plumbing businesses that take these steps now will be in a much stronger position this year and beyond.
Need Help? Mammoth Marketing Is Here for You
Mammoth Marketing has helped dozens of plumbing companies navigate Google’s ever-changing advertising landscape. Whether you need help adjusting your LSA account, improving your Google Business Profile, or building a more stable multi-channel strategy, our team is ready to help.
Don’t let algorithm updates catch your business off guard.
Schedule a consultation today at mammothforplumbers.com and discover how we can help you generate more leads—no matter what Google throws your way.
