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How does the Hatch + LSA integration work?

When you integrate Hatch with Google LSA, you can automate an immediate response to your Google LSA leads via text, email, and ringless voicemail. Here’s how the flow works:
1

Lead submits the form

When a customer clicks on the “Message” button on your Google LSA ad, they will be brought to a window where they can provide their contact information and send a message.google lsa message form
2

Lead receives confirmation (Message leads only)

For message-based leads, once they submit the form, they’ll see a thank you message from Google LSA. Hatch will also send an auto-reply within the Google LSA platform to let them know you’ll be reaching out directly.This auto-reply message is configurable during integration setup. The default message is:
“Thanks for reaching out, we will contact you shortly via our direct line of communication.”
Google LSA auto-reply configuration
Auto-replies are only sent for message-based leads. Phone call and booking leads do not receive auto-replies within Google LSA, but they will still be synced to Hatch and launched into your Speed to Lead campaign.
3

Hatch syncs the lead

Hatch receives the lead in real-time and brings them into Hatch as a contact, launching them into your designated Speed to Lead campaign. They’ll receive whatever message(s) you have created for that campaign.google lsa speed to lead campaign example
4

Lead responds

Once the lead responds to your Hatch message (via text, email, or voicemail), they’ll appear on your Workspace and you’ll get notified.
Conversations that happen within the Google LSA platform are not synced back to Hatch. Only responses to your Hatch messages will appear in your Workspace.
5

Engage or let AI handle it

You can jump in to engage with the lead, or your Hatch AI bot can do it for you. The outcome of the conversation will dictate which column that conversation card ends up on your Workspace.

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Google LSA V1 vs V2

Hatch offers two versions of the Google LSA integration. We recommend using V2 for most customers.
FeatureV1 (integration:google-lsa)V2 (integration:google-lsa-v2)
Lead DeliveryPolling (every ~15 minutes)Real-time (webhooks)
Lead TypesMessage leads onlyMessage, Phone Call, and Booking leads
Auto-ReplyMessage leadsMessage leads
Speed to LeadDelayedInstant
Which version should I use?Use V2 (recommended) for real-time lead delivery and to receive all lead types including phone calls and bookings.Use V1 only if V2 is not available for your account.
About Auto-Reply: The auto-reply feature only works for Message leads in both versions. Phone call and booking leads do not receive auto-replies, but they will still be synced to Hatch and launched into your Speed to Lead campaign.
When building audiences for your Speed to Lead campaigns, make sure to filter by the correct source: Google LSA V2 audience filter

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Integration Setup

Setting up your Google LSA integration is a simple process!
1

Connect Hatch to Google LSA

  1. Navigate to the App Marketplace within your Hatch account
  2. Filter by “Lead Source” to find the Google LSA integration
  3. Click the Connect button
  4. When you see the OAuth window, click to allow access to your Google LSA account
Admin Access Required: You must authorize with a user that has Admin permission level for all Google Ads accounts you want to connect. If even one account cannot be linked due to insufficient permissions, the entire integration will fail and you will receive an error notification via email.
2

Select your accounts

On the next screen, you will see a list of Google Ads accounts associated with your user account. Select the accounts you want to receive leads from.
Manager accounts are not supported. Hatch only supports linking individual business accounts, not manager accounts (MCC accounts). You will only see individual business accounts in the selection list; manager accounts are automatically filtered out.
3

Account linking completes automatically

When you complete the setup, Hatch will automatically link your selected Google Ads accounts to enable real-time lead delivery:
  • Hatch sends a linking invitation — For each account you selected, Hatch sends a linking invitation to Google LSA.
  • The link is automatically accepted — If you have Admin permissions, Hatch automatically accepts the linking invitation on your behalf.
  • You’ll receive an email from Google — Google will send you a transactional email notifying you that your account has been linked to “Hatch.” This is expected behavior and confirms the integration is working correctly.
  • Real-time lead delivery begins — Once linked, your leads will be delivered to Hatch in real-time via webhooks.
What to expect: After setting up your integration, you will receive an email from Google about your account being linked to Hatch. This is normal and expected, it means your integration is configured correctly.
Example email from Google:Google Ads account linked confirmation email
4

Set up an autoresponder

The Hatch integration allows you to set up an auto-responder to the lead in your LSA account. This is important for two reasons:
  1. Inform the lead: This lets the lead know you’ve received the request and that you will be contacting them outside of the LSA messaging app (via your Hatch campaign).
  2. Improve your ranking: Google displays your average response speed in your ad and ranks faster-responding businesses higher. The auto-responder message occurs within the LSA platform so your response time will be recognized.
Recommended autoresponder message:
Thanks for reaching out to us at [[COMPANY NAME]]! We’ve received your request and will be reaching out to you shortly via our direct line of communication. We look forward to assisting you!

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Disconnecting or Modifying Your Integration

If you need to disconnect your Google LSA integration or change which accounts are connected:
1

Access your integration

Navigate to the App Marketplace and find your Google LSA integration.
2

View configuration

Click View Integration to see your current configuration.
3

Make changes

You can disconnect the integration entirely, or re-authenticate to select different accounts.

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Troubleshooting

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Integration Disconnected After Setup

If your integration becomes disconnected shortly after setup, this typically means there was an issue with the account linking process. Common causes:
IssueDescription
Insufficient permissionsYou need Admin-level access to all selected Google Ads accounts. If even one account lacks Admin permissions, the entire integration will fail.
Account linking conflictsThe account may already be linked through another integration or manager account
To resolve:
  1. Verify you have Admin access to the Google Ads account
  2. Re-authenticate the integration through the App Marketplace
  3. If issues persist, contact your Account Manager or Hatch support
If your integration is disconnected, you will receive an email notification and see an alert in your Hatch account.

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FAQ

With the new webhook-based integration, your leads are delivered to Hatch in real-time as soon as they submit the form on your Google LSA ad.This is a significant improvement from the previous 15-minute sync interval, allowing you to reach leads faster than ever.
Hatch requires Admin-level permissions to link your Google Ads accounts and enable real-time lead delivery via webhooks. Without Admin access, Hatch cannot accept the account linking invitation on your behalf.Important: You must have Admin access to all accounts you select during setup. If even one account cannot be linked due to insufficient permissions, the entire integration will fail and be disconnected. You will receive an email notification explaining the issue.If you only have Standard access to some accounts, either:
  • Only select accounts where you have Admin access, or
  • Contact your Google Ads account administrator to grant you Admin access before setting up the integration
When you set up your Google LSA integration, Hatch links your Google Ads account to our system to enable real-time lead delivery. Google sends a transactional email to notify you of this linking—this is expected behavior and confirms your integration is working correctly.Note that disconnecting your Hatch integration does not automatically unlink your Google Ads accounts. You may need to manually revoke Hatch’s access in your Google account settings if desired.
Hatch automatically filters out manager accounts (also known as MCC accounts) from the selection list. This is by design—you should select the individual business accounts that you want to receive leads from, not the manager account that oversees them.If you manage multiple accounts through an MCC, you’ll see each individual account listed separately for selection.
Yes, you can connect the same Google Ads account to multiple departments within your organization. When a lead comes in from that account, all connected departments will receive the lead data.This is useful for organizations that have multiple departments handling different aspects of customer inquiries from the same Google Ads campaigns.
Short answer: No, they will not.Hatch will send a quick message in your Google LSA letting the lead know we’ll reach out to them directly, but from then on any of the messages and conversations that take place in Hatch will not be moved back to Google LSA.
Google LSA does not make the first or last name fields required on their form. You may see these leads in your LSA notifications listed as “Potential Customer.”Hatch is able to accept the leads without that information, but it may cause interference with your campaign if your campaign is utilizing the [[Contact First Name]] or [[Contact Last Name]] snippets. We recommend that you remove these snippets from the campaign you are using for LSA speed to lead.
Google LSA sends lead notifications to Hatch even when the lead doesn’t include an email or phone number. This is because Google’s webhook system is designed to serve multiple purposes beyond external lead handlers like Hatch—including customer notifications and reminder systems.When a lead comes in without both an email and phone number, Hatch will ignore it and not create a contact. Without at least one of these contact methods, there’s nothing actionable we can do to reach out to the lead via your Hatch campaigns.If you’re seeing leads in your Google LSA dashboard that aren’t appearing in Hatch, this is likely the reason.
When setting up your integration, Google will show a consent window (OAuth), indicating that “Hatch wants permission to do anything you [the user] can do in your Google LSA account.”Hatch doesn’t actually want or need all of that permission; this is just the narrowest scope of permissions the Google Ads API offers for setting up integrations. So even though you’re giving us permission to access your whole account, we will only access parts of it.Hatch will use its API access to do only the following:
  • Read the data from the Customer resource associated with the user (to provide the business selection screen and confirm the timezone)
  • Read the data from the Local Services Lead and Local Services Lead Conversation resources
  • Write the auto-response message back to the Local Services Lead Conversation resource
  • Link your account to Hatch to enable real-time webhook delivery of leads
Hatch will not use its API access to do any of the following:
  • Read your performance data
  • Create or edit any campaigns, ads, or ad groups
  • Create or edit any settings, including targeting, bidding, or scheduling
  • Set or change budgets
  • Set, apply, or dismiss recommendations
  • Edit billing information