The Near Memo
Exploring the big stories for the week at the intersection of local business & marketing across the spectrum of search, social and commerce. With Greg Sterling, Mike Blumenthal & David Mihm.
The Near Memo
The Truth About Google Local Service Ads: Rankings, Reviews & Photo Strategy
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Google Local Service Ads have become one of the most powerful placements in local search — especially in competitive verticals like personal injury law.
But what actually drives ranking and performance?
In this episode, we examine the real mechanics behind LSAs: review cadence, responsiveness, bidding structure, and the psychology of visual presentation. We explore how headshots and photo sequencing influence trust, why logos don’t convert, and how review manipulation creates competitive distortion.
LSAs reward operational excellence more than aggressive spending — and understanding the role of visual trust may be the difference between visibility and invisibility.
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