- Google tracks how fast you answer calls and messages. Faster responses can directly boost your Local Service Ads ranking.
- Missed calls, after-hours voicemails, and slow follow-ups are the top reasons businesses lose ranking visibility.
- Using an AI answering service like Upfirst helps you respond instantly, 24/7, so you never miss a lead or hurt your ranking.
Are you investing in Google Local Service Ads but noticing your ranking slipping, even though your reviews and budget haven’t changed? If your phone is ringing, your voicemail is filling up, and leads are going quiet, you’re not alone.
Often, the cause is simple: missed calls and slow responses. Google tracks not only how many calls and messages you get, but also how quickly you respond.
Many business owners overlook responsiveness as a ranking factor, but just a few small changes to how quickly you answer can make a big difference in your ad placement and the number of leads you get.
In this guide, we’ll cover why response speed matters for ranking your LSAs, and what you can do today to make sure every call gets answered.
Why response speed matters for Google Local Service Ads
Google Local Service Ads (LSAs) use several factors to decide where your ad shows up. Your review score, your budget, how close you are to the customer—and how fast you respond to leads—all matter.
Google even says, “responding quickly can improve your ad ranking.” So, it’s not just about customer service. Quick responses directly impact how often your ad appears, and how high you rank.
When you miss calls or wait too long to reply, two things can happen:
- Lower visibility: Your ad appears less often in search results
- Lower placement: You end up below competitors who answer faster
How Google measures your responsiveness
Google looks at three main things to measure how responsive you are to leads:
Response rate is the percentage of leads you reply to. For example, if 10 people reach out and you respond to 8, your response rate is 80%. Whether you answer live, call back using the LSA tracking number, or reply to a message, it all counts.
Response time shows how long it takes you to answer each lead for the first time. If you pick up right away, that’s an instant response. But if you miss a call and return it hours later, your average response time goes up.
Lead management is about marking leads as “booked,” “completed,” or “archived” in your LSA dashboard. If you leave leads unmarked, it looks like you never followed up.
A common pitfall: If you list your business as 24/7 but miss calls after hours, those missed calls still hurt your stats.
Why businesses miss calls (and easy ways to fix it)
Missed calls usually follow a few predictable patterns. Once you know what they are, it’s easier to fix them.
Calls outside business hours or during breaks can slip through when no one is available. Even missing just a few calls per week can affect your ranking.
Simple solutions:
- Set your business hours accurately in your LSA profile
- Have someone cover the phones during breaks
- Use call forwarding to a backup number during off-hours
Using just one phone line means if you’re on a call, new callers go straight to voicemail.
No clear lead intake owner can result in everyone assuming someone else will answer, letting calls fall through the cracks.
Poor call routing—like sending calls to the wrong person or number—can leave leads at a dead end.
How to respond to calls faster
Want to improve your response time? The best way is to make sure every call is answered live, even if you’re busy or closed.
Try an AI answering service like Upfirst to answer calls 24/7. These services can collect basic info and intake, schedule appointments in your calendar (depending on which calendar you use), and send qualified leads to you right away. It's also much more affordable than traditional answering services.
Set up call forwarding so multiple phones ring at once. If your main line is busy, calls go to a backup phone automatically.
Turn on instant notifications in the LSA app. Push and text alerts let you know right away when a new lead comes in.
Align your ad schedule with your availability. If you can’t answer after 6 PM, pause your ads then. This stops after-hours missed calls from lowering your metrics. However, being available 24/7 also does boost your availability.
Stay on top of your LSA dashboard and update lead statuses. Marking leads as “booked” or “completed” shows Google you’re actively handling inquiries.
Use Upfirst to answer every call, even when you're too busy to pick up
Upfirst makes it easier for businesses to make sure no call goes unanswered, no matter the time of day. Here’s how you can start answering every call in less than a day:
- Sign up for an account at Upfirst with your business email (it's free to try)
- Fill in your business details, including your services and hours
- Add call handling instructions for how you'd you like the AI receptionist to answer calls
- Connect your calendar or set up a simple intake form for new leads
- Forward your calls to the Upfirst number (do this from your current phone provider)
- Start answering every call instantly, even after hours
Once you’re set up, Upfirst will answer your calls on the first ring and send you email summaries and transcripts. If it’s an important call, they can transfer it to you live when you’re available.
You can set this up so that Upfirst takes every call all day 24/7, or you can set it up for just your after-hours or weekends.
Tracking and improving your metrics
You can see your response data in two places on your LSA dashboard: the Leads section and Performance/Insights. Each lead shows when it came in and when you first responded.
Here’s what to aim for:
- Respond to at least 90% of your leads
- Keep your average response time under 5 minutes
Tips for weekly improvement:
- Check for any leads older than 15 minutes to spot slow responses
- Always call back using the LSA tracking number (so it counts for your response rate)
- Mark lead statuses as soon as you’ve handled them
- Dispute obvious spam or wrong numbers
The mobile app makes it easier to reply quickly, even when you’re away from your desk.
Common mistakes that hurt your ranking
Listing 24/7 hours without coverage is the biggest mistake. Every missed after-hours call counts against you. This is where an AI answering service can seriously help.
Taking too long to return calls raises your average response time, even if you eventually call back.
Leaving leads unmarked in your dashboard can make it seem like you never followed up, even if you did.
Relying only on voicemail doesn’t count as an immediate response in Google’s system. Only live answers or callbacks through the LSA number matter.
Faster response equals better ranking
Google’s LSA ranking system favors businesses that answer quickly and consistently. The faster you respond, the higher your ad appears—and the more leads you’ll get for your budget.
It’s simple: answer more calls, answer faster, and watch your ranking and leads go up.
Get started with faster call response
Upfirst can answer calls for your small business starting at just $24.95 per month for 30 calls. Setting up takes less than a day and only requires basic call forwarding.
Get started with a free Upfirst account and start answering every call instantly to boost your LSA ranking.
Frequently asked questions about Google Local Service Ads responsiveness
How quickly should I respond to LSA leads for a good ranking?
Google recommends answering leads within minutes, not hours. Most top-performing businesses keep their average response time under 5 minutes.
Does an answering service count as a response to LSA leads?
Yes! If a live person or AI answers your call, Google counts it as an immediate response. Voicemail does not count.
Can I improve my LSA ranking if my past response times were slow?
Yes—your response metrics will improve as you start handling new leads faster. Just keep it up and you’ll see your ranking improve over several weeks.
What happens if I dispute invalid leads in my LSA dashboard?
When you dispute and remove spam or wrong number leads, Google reviews them and removes any confirmed invalid leads from your metrics. This helps your response rate look more accurate.
Nick Lau is a copywriter and content lead for Upfirst.ai. A self-starter at heart, he dove into marketing in 2015 by launching an e-commerce company, selling private-labeled products on Amazon and Shopify. When he’s not crafting copy, you might spot him on a winding road trip to the coasts or through forests, in search of unexplored places.
