We have been keeping a close eye on Google’s blockbuster new advertising product aimed at HVAC, plumbing, electrical and some insulation contractors: Local Service Ads (or LSAs). Think of this as Google’s version of Home Advisor. Google first piloted this program in California two years ago, originally naming it Home Services Ads, and since then we have had an active dialogue with the product team at Google, as well as real world experience with clients that have been in the pilot since its inception. Like many things Google tries, LSA’s are still in an experimental phase, with constant tweaking and change. But with more cities being added regularly, it looks like LSA’s are here to stay. Find everything you need to know about how this new paid ad service affects the greater home performance, HVAC, insulation and related industries, how to take advantage of it, the potential pitfalls, and how you can get involved.