Google Local Services Ads (LSA)

How does the Hatch + LSA integration work?

Connecting Hatch to Google LSA does two things:

Brings your LSA leads into Hatch as contacts and opportunities, so they can be launched into a Speed to Lead campaign the moment they arrive.
Puts the Google LSA conversation inside Hatch. Messages your lead sends through Google LSA appear in your Hatch Workspace, and replies you send from Hatch — manually, from a campaign, or from your Hatch AI agent — are delivered back into the same Google LSA conversation thread.

The lead reaches out

A customer contacts your business from your Google LSA ad — by sending a message or by calling.

Hatch replies instantly inside Google LSA (message leads)

For message leads, Hatch sends your configured auto-reply into the Google LSA conversation right away, so the lead knows you’ve received their request and Google credits your business with a fast response.

Auto-replies are sent for message leads only. Phone call leads have no message thread to reply into, so they receive no auto-reply.

Hatch syncs the lead

Hatch creates the contact and a Lead opportunity, then launches them into your designated Speed to Lead campaign.

The conversation continues in Hatch

Anything the lead sends back through Google LSA shows up in your Hatch Workspace as an inbound message and notifies your team. Replies your team sends from the LSA app also appear, so the whole thread is in one place.

Reply from Hatch — or let AI do it

Your team can reply directly from the Hatch conversation using the Google LSA channel. Those replies are also posted into the Google LSA conversation.

Integration Setup

Connect Hatch to Google LSA

Navigate to the App Marketplace within your Hatch account
Filter by “Lead Source” to find the Google LSA integration
Click the Connect button
In the OAuth window, allow access to your Google Ads account

Admin access required. Authorize with a user that has Admin permission on every Google Ads account you plan to connect. Accounts where you only have Standard access cannot be linked, and you’ll be emailed about the ones that failed.

Select your accounts

You’ll see the Google Ads accounts your user can reach, each labeled with its account name, customer ID, and timezone. Select the ones you want to receive leads from.

Manager accounts are not supported. Hatch links individual business accounts only. Manager (MCC) accounts are filtered out of the list automatically — if you manage several businesses through an MCC, each business account appears separately.

Configure lead sync and your auto-reply

Turn on lead syncing, then enable the auto-responder and set its message. The auto-reply matters for two reasons:

It sets expectations — the lead knows you received their request and that you’ll follow up directly.
It protects your ranking — Google displays your average response time on your ad and favors fast responders. Because the auto-reply is posted inside Google LSA, Google counts it.

Account linking completes automatically

When setup finishes, Hatch links each selected Google Ads account so Google can deliver leads in real time:

Hatch sends a linking invitation for each selected account.
Hatch accepts it on your behalf, using the Admin access you authorized.
Google emails you about the link. These messages are expected and confirm the integration is being configured.
Real-time delivery begins as soon as the link is active.

Accounts that are already linked are detected and left alone, so re-running setup is safe.

What to expect: two emails from Google —

A pending request notification (sent immediately)
A confirmation that your account has been linked to Hatch

Email 1: Pending request to link your account

Email 2: Account linked confirmation

Google Ads account linked confirmation email

Build your audience and campaign

Set up the audience and workflow that launches your Google LSA leads into a Speed to Lead campaign. If you’d like your team to reply inside Google LSA, add a Google LSA step to that campaign.

Google LSA v1 vs v2

v2 is the standard integration. All new Google LSA integrations are set up on v2 automatically — there is nothing to opt into.

Capability	v1 (`integration:google-lsa`)	v2 (`integration:google-lsa-v2`)
Lead delivery	Polled on a recurring schedule	Real-time
Lead types received	Message leads only	Message, phone leads
Contacts created for	Message leads	All lead types, whenever Google provides a tracking number
Auto-reply	Message leads	Message leads
Inbound message sync	Polled (about every 2 minutes)	Real-time
Sending messages from Hatch	Supported	Supported
Rate this Lead	Supported	Supported
Google Ads permission required	Standard	Admin on every selected account

Currently on v1? Reach out to your Account Manager to move to v2. The upgrade gets you real-time lead delivery, richer lead detail, and instant message sync instead of polling.

Google LSA messaging

How it works

LSA leads entering Hatch via Google LSA will now be provided with a Google tracking number, instead of an actual phone number. Since these numbers cannot be messaged via SMS, Hatch utilizes the Google messaging API to message these leads directly. This also allows conversations to be synced between Hatch and Google LSA, so conversations sync across both platforms. Additionally, as Google is no longer providing email addresses for leads, the Hatch contact created from a message lead will not have a valid email address. Due to API requirements, only message leads can receive messages via Google messaging. For reaching out to phone leads, more information can be found below.

Messages you receive

What arrives in Hatch	Details
Messages from the lead	Delivered to the contact’s Hatch conversation as an inbound message
Replies your team sent outside Hatch	Business replies sent from the Google LSA app also appear, so the thread stays complete
All text channels	Google may route a conversation over message, SMS, or WhatsApp — Hatch ingests any of them

Messages you send

You can send a Google LSA message from:

A conversation

Pick Google LSA in the message-type selector. The channel is only selectable for contacts that came from Google LSA.

Select LSA message-type

Type your message

To learn more about messages in Hatch, navigate to Messaging Overview.

A campaign

Add a Google LSA step. Please note LSA leads can only be messaged via the LSA campaign type.

Select LSA campaign type

Fill out your campaign message

Google LSA messages are plain text only. Attachments are not supported and will cause the message to fail.

Ringless voicemail is not currently supported for LSA Campaigns as it’s not supported by Google LSA’s messaging system

Extensions

If you want to call a Google LSA message lead, you will be required to enter an extension code before speaking with the customer. This code will be displayed in the Hatch conversation with the contact.

The hourglass will stick to the number wherever it goes, including the contacts page. When the number is updated, the hourglass will go away. If the number is never updated, after 60 days it will appear ‘expired.‘

Phone leads

If you are on Google LSA v2, you will also receive LSA phone leads in Hatch. While phone leads cannot be messaged via the Google messaging feature, you can create separate audiences and campaigns specifically targeting phone leads. These phone leads can be contacted by reaching out via phone call and providing the associated extension number, as described above.

Monitoring inbound leads

The App Marketplace includes an inbound dashboard for Google LSA showing every lead Hatch has received, with:

Source and lead type (message, phone call)
Date received — when Google created the lead
Message back out — when Hatch’s auto-reply was delivered, so you can confirm your response time
The raw payload from Google, expandable for troubleshooting

Because this dashboard lists every lead Google sent, it’s the fastest way to confirm whether a missing lead ever reached Hatch — and, if it did, whether it arrived without the contact details needed to create a contact.

Troubleshooting

”Your Google LSA V2 integration needs attention”

If one or more accounts can’t be linked, Hatch emails you a list of the affected accounts and the reason for each.

Your integration stays connected. Only the accounts listed in the email are affected — every account that linked successfully keeps delivering leads in real time.

Example notification:

Reason shown	What it means	How to fix it
Insufficient permissions, admin access required	The authorizing user doesn’t have Admin on that Google Ads account	Grant Admin access in Google Ads, then reconfigure the integration
Account is already linked to too many manager accounts	Google caps how many manager (MCC) accounts a single Ads account can be linked to, and that cap is reached	Remove an existing manager link in Google Ads to free a slot, then reconfigure
Authorization expired or invalid	The Google connection is no longer valid	Reconnect the integration through the App Marketplace
No accessible Google Ads accounts configured	No accounts were selected, or none are reachable by the authorized user	Reconfigure and select at least one business account

To resolve: fix the account-level issue in Google Ads, then click Reconfigure in the email (or re-authenticate from the App Marketplace). If you don’t intend to use an account, uncheck it in your configuration to stop the notifications. If problems persist, contact your Account Manager or Hatch support.

Rating a Lead

You can send Google your assessment of a lead’s quality without leaving Hatch. Open the lead’s conversation, then in Quick Actions click Rate this Lead. Choose a rating — Very Satisfied, Satisfied, Neutral, Dissatisfied, or Very Dissatisfied — and then a reason:

Satisfied ratings: Booked Customer, Likely Booked Customer, Service Related, High Value Service, or Other
Dissatisfied ratings: Geo Mismatch, Job Type Mismatch, Not Ready To Book, Spam, Duplicate, Solicitation, or Other

Choosing “Other” lets you add a comment. Your feedback is sent to Google, which uses it to improve lead quality and may issue credits for poor-quality leads.

FAQ

Which lead types does Hatch create contacts for?

On v2, message and phone leads create a contact and a Lead opportunity, as long as Google provides an email address or a phone number for the lead.On v1, only message leads are delivered to Hatch at all. If you’re missing your phone call leads, that’s the reason — talk to your Account Manager about moving to v2.

Does every lead get an auto-reply?

No. Auto-replies are sent for message leads only, because message leads are the only ones with a conversation thread in Google LSA to reply into.

How fast will my message reach my Google LSA leads?

On v2, Google pushes each lead to Hatch the moment it’s created, so your auto-reply and your Speed to Lead campaign fire immediately.On v1, leads are picked up on a polling schedule, so there’s a delay of minutes between the lead arriving in Google LSA and landing in Hatch. If you’re still on v1, reach out to your Account Manager about moving to v2.

Will conversations that take place in Hatch show up in Google LSA?

Yes. Google LSA messages you send from Hatch — manually, from a campaign step, or from your Hatch AI agent — are posted into the lead’s Google LSA conversation.This is a change from earlier versions of the integration, where only the auto-reply was written back to Google.

Do replies my team sends from the Google LSA app show up in Hatch?

Yes. Business replies sent outside Hatch are ingested into the Hatch conversation so the thread stays complete. Messages Hatch itself sent aren’t duplicated.

Can I send photos or attachments over Google LSA?

No. Google LSA messages are text only. A message with an attachment will fail to send — use SMS or email for those.

Why do I need Admin permissions?

Real-time delivery requires linking your Google Ads account to Hatch’s manager account, and only an Admin can accept that link.

Why did I receive an email from Google about account linking?

Setting up the integration links your Google Ads account to Hatch so Google can deliver leads in real time. Google sends transactional emails for both the pending request and the completed link — both are expected.Disconnecting Hatch does not automatically unlink your Google Ads accounts. Remove the link in your Google account settings if you want it fully undone.

Why don't I see my manager account in the account selection list?

Manager (MCC) accounts are filtered out by design — Hatch links individual business accounts. If you manage several businesses through an MCC, each one appears in the list separately.

Why are leads coming in without a first or last name?

Google LSA doesn’t require the name fields on their form, and Google may show these leads as “Potential Customer” in your LSA notifications.Hatch accepts leads without a name, but if your campaign uses the [[Contact First Name]] or [[Contact Last Name]] snippets the message will read awkwardly. Either remove those snippets from your Speed to Lead campaign or set a snippet fallback.

A lead is in my Google LSA dashboard but not in Hatch. Why?

The most common reason is that Google sent no email address and no phone number with the lead. Hatch needs at least one of the two to create a contact, so leads with neither are recorded but never become contacts.Check the inbound dashboard in the App Marketplace — if the lead is listed there, Hatch received it and the contact details were missing. If it isn’t listed at all, the account may not be linked correctly; check for a “needs attention” email and see the Troubleshooting section above.

General

Hatch API

Hatch Webhooks

Lead Sources

CRMs & Field Management Systems

Contractor Tools

How does the Hatch + LSA integration work?

Integration Setup

Google LSA v1 vs v2