Overview
This guide shows you how to connect Google Local Services Ads (LSA) message leads to LeadTruffle using email forwarding.
Once set up:
Every new Google LSA message lead email will be forwarded into LeadTruffle
Your AI assistant will automatically reply and qualify the lead
You’ll effectively have a 24/7/365 LSA message autoresponder that helps you win more jobs
📝 Note: This guide is for message leads from Google LSA (the chat-style inquiries).
Phone call leads are separate — you can handle those with AI voice in LeadTruffle.
Before You Start
You’ll need:
An active LeadTruffle account with access to the Email Gateway
A Google Local Services Ads account with message leads enabled
Access to the email inbox where your Google LSA lead notifications are sent (this example uses Gmail, but Outlook/other providers are similar)
If you don’t see “Email Gateway” in your LeadTruffle account, message us via Intercom or email support.
Step 1 – Create a Google LSA Email in LeadTruffle
Log into LeadTruffle
Go to: app.leadtruffle.com and sign in.
Open the Email Gateway
In the left-hand sidebar, scroll down and click Email Gateway.
Click Add new email address.
Choose the email type
Select Qualify over email (since these are already leads you want to respond to and qualify).
Name & configure the email
(Optional) Give it a clear name, e.g. “Google LSA – Qualify Leads”.
(Optional) Add the Google LSA sender email in the “From email” field if you want, but it’s not required.
Add the AI prompt
This is the instruction your AI will follow when replying to LSA emails.
Example prompt:
Respond to and qualify this Google LSA lead.
Be friendly and concise
Ask relevant questions to qualify the job
Confirm contact details and preferred time
Keep replies brief and to the point.”
You can refine this over time or choose from templates if available.
Set the Qualification Type
In Qualification type, select Google LSA (or the closest matching option in your account).
Forwarding options (optional)
You may see a “Forward email to” option.
The original LSA email is already going to your normal inbox (e.g. the business owner or team).
You can add an additional forwarding destination if desired, but most users leave this blank.
Save and copy the new email address
After saving, you’ll see a unique email address (a string of letters/numbers) generated by LeadTruffle.
Copy this email address — you’ll need it for Gmail forwarding.
Step 2 – Add the LeadTruffle Email as a Forwarding Address in Gmail
Open Gmail settings
Log into the Gmail inbox that receives your Google LSA lead emails.
Click the gear icon (⚙️) → See all settings.
Go to the “Forwarding and POP/IMAP” tab.
Add a forwarding address
Click Add a forwarding address.
Paste the LeadTruffle LSA email address you copied in Step 1.
Click Next, then Confirm.
Verify the forwarding
Google will ask you to confirm the forwarding.
Either:
Approve via the verification email sent to the LeadTruffle address (you may see this appear in LeadTruffle), or
Approve via the Google prompt on your phone (e.g. “Are you trying to set up forwarding in Gmail?” → tap Yes).
Once verified, Gmail is allowed to forward LSA emails to your LeadTruffle address.
Step 3 – Create a Gmail Filter for Google LSA Leads
Now you’ll tell Gmail which emails to forward to LeadTruffle.
Paste the LSA filter into Gmail search
In Gmail, paste this filter into the search bar at the top:
(from:*@awexpress.google.com OR from:"Local Services by Google" OR subject:"new request" OR "sent you a new request")Press Enter
You should now see a list of your past Google LSA lead emails.
You can adjust this filter text over time if Google changes the subject line or sender.
Create the filter
On the right side of the search bar, click the sliders icon (Show search options).
In the dropdown, click Create filter.
Forward matching emails to LeadTruffle
In the filter options:
Check “Forward it to”.
Choose the LeadTruffle LSA email address you added earlier.
(Optional) You can also check “Never send it to Spam” if you’d like.
Save the filter
Click Create filter to save.
From now on, any new Google LSA message lead email that matches this filter will be forwarded automatically to LeadTruffle.
Step 4 – Test Your Google LSA → LeadTruffle Flow
Trigger a test LSA message lead
Ask a friend (or yourself) to submit a message lead through your Google Local Services Ads listing, or wait for the next real lead.
Check LeadTruffle
Open LeadTruffle → Leads / Conversations.
Confirm that:
A new lead was created from the LSA email
Your AI assistant replied automatically and started qualifying the lead
Refine your prompt if needed
If the AI’s response is too long, too short, or missing key questions:
Go back to Email Gateway → your LSA email configuration
Tweak the prompt (e.g. “Always ask for service address and preferred date” or “Keep replies under 3 sentences”)
Save and test again
Security banner in Gmail (normal)
After turning on forwarding, Gmail may show a yellow banner for about 7 days warning that forwarding is active.
This is a standard security measure and will disappear automatically after about a week.
How It Works (Behind the Scenes)
Once everything is set up:
Google LSA sends you a “new message lead” email.
Gmail forwards that email to your LeadTruffle LSA email address.
LeadTruffle:
Creates or updates a lead
Uses your AI prompt to craft a smart, concise reply
Texts back the lead automatically to qualify them 24/7
You now have a fully automated email-to-SMS bridge for your LSA message leads.
Need help? Contact us at [email protected] or message the team via the Intercom chat on this article or in-app.