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How to Connect Google LSA to LeadTruffle for Automated Lead Response

Set up AI-powered auto-responses to your Google Local Services Ads message leads using LeadTruffle's Email Gateway and Gmail forwarding.

Written by Bryan Shankman
Updated today

📝 This guide is for message leads only — the "Get Quote" style inquiries that come in as a form submission. Phone call leads are handled separately via AI voice.

Step 1: Confirm You're Receiving LSA Messaging Lead Notifications

What are messaging leads?

Google LSA has two main lead types: phone and messaging. Messaging leads come in when a potential customer clicks "Get Quote" on your LSA ad and fills out a short form. This integration is specifically for those messaging leads.

Confirm you're getting messaging leads

  1. Go to ads.google.com/localservices/inbox

  2. Click Leads and filter by Message Leads

  3. If you see message leads coming in, you're good to continue


Find which email is receiving your notifications

Every time a new message lead comes in, Google sends an email notification. You need to identify which inbox is receiving those notifications before setting anything else up.

  1. In the left sidebar, click Notifications

  2. You'll see all email addresses added to your LSA account

  3. For each email, check whether Message Lead Notifications is set to Receive All

  4. Note the email address that has this turned on — this is the inbox you'll set up forwarding from in Step 3

If no email addresses are listed, or you don't have access to any of them, go to ads.google.com/localservices/accountaccess to add a new one.
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|Note: some users have reported issues adding non-Google email addresses, so a Gmail account is recommended.
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​For help adding users, see Google's guide: [Manage access to your Local Services Ads account]
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Verify the emails are actually arriving

  1. Open the Gmail inbox identified above

  2. Search: "subject:"potential customer new request""

  3. You should see a list of past LSA message lead emails — these are what LeadTruffle will intercept and respond to automatically

If you don't see any emails matching this search, go back and confirm which email address has message lead notifications turned on.

Step 2: Create an Email Gateway Address in LeadTruffle

  1. In LeadTruffle, click Email Gateway in the left sidebar

  2. Click New Email Address in the upper right

  3. Scroll down to Qualification Type and select Google LSA

  4. In Email Agent Instructions, enter your LSA prompt. If your account doesn't have a default prompt loaded, use the one at the bottom of this article

  5. Leave all other settings as-is

  6. Click Create Address

A unique email address (a long string of letters and numbers) will be generated. Copy it — you'll need it in the next step.
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If you ever need to confirm which email is active for LSA, go to your Google LSA settings in LeadTruffle and match the last few characters of the address to what you see in Email Gateway.

Step 3: Set Up Gmail Forwarding to LeadTruffle

Add LeadTruffle as a Forwarding Address in Gmail

  1. Copy the Email Gateway address you created in Step 2

  2. In Gmail, click the gear icon (⚙️) in the upper right → See All Settings

  3. Go to the Forwarding and POP/IMAP tab

  4. Click Add a Forwarding Address and paste your LeadTruffle email address

  5. Click Next — Google will ask you to verify

Verify the Forwarding Address

Google will send a confirmation email to your LeadTruffle Email Gateway address:

  1. In LeadTruffle, go to Email Gateway → Received Emails

  2. Look for an email from Gmail Team / Gmail Forwarding No-Reply

  3. Open it and copy the verification URL

  4. Paste it into a new browser tab and hit Confirm

Gmail is now authorized to forward emails to LeadTruffle.


Create the Gmail Filter

Now tell Gmail which emails to forward:

  1. In the Gmail search bar, paste exactly: from:*@awexpress.google.com

  2. Hit Enter — you should see your past LSA message lead emails

  3. Click the filter icon (sliders) to the right of the search bar

  4. Click Create Filter

  5. Check Forward it to and select your LeadTruffle Email Gateway address

  6. Click Create Filter and confirm the verification prompt on your phone

From this point on, every new LSA message lead email will automatically forward to LeadTruffle.

Note: After turning on forwarding, Gmail may show a yellow security banner for up to 7 days. This is normal and will disappear automatically.

Step 4: Test and Refine Your LSA Prompt

Set Up Your LSA Prompt

Go to Google LSA Email in LeadTruffle. You'll see your active LSA email address with the prompt field below it.
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A default prompt is preloaded in your account. If it's blank, copy and paste the default from the bottom of this article. You can also write your own if you have specific preferences for how the AI should respond.
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Test the AI Response

  1. Click Test AI Response

  2. Play the role of a customer coming in through LSA

  3. Go back and forth to confirm the AI is responding correctly

  4. If something's off, adjust the prompt and test again

Check Your Received Emails

Go to Email Gateway → Received Emails to confirm LSA emails are flowing into LeadTruffle. You're looking for emails with the subject "Potential Customer New Request."
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How It Looks in the Inbox

Go to the Conversations Inbox and filter by Google LSA. You'll see:

  • The Google icon and "Google LSA Lead" label on each conversation

  • Parsed lead details — customer name, location, and their message

  • AI replies shown in blue

  • Full conversation history logged automatically

To reply manually at any time, toggle off the AI and reply directly from LeadTruffle. You can also click Open in Google LSA to deep link directly to the lead inside your LSA dashboard.
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Turn On Conversation Complete Notifications

In your notification settings, enable Conversation Complete (Email Qualification). After each LSA conversation wraps up, LeadTruffle will email you a summary including:

  • AI summary of the conversation

  • Key information gathered (address, email, service needed)

  • Full conversation transcript

  • Direct links to view the lead in LeadTruffle and in your Google LSA dashboard

Highly recommended — this keeps you informed without having to check LeadTruffle constantly.
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Default LSA Prompt

Copy and paste this into your Email Agent Instructions if your account doesn't have one preloaded:
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Goal: Respond to Google LSA messages via in-app messaging.

Your Step-by-Step Process:

  1. Gather their address

  2. Gather their email address — "Thanks for sharing your address [customer name]! What's the best email address for us to send your estimate to?"

  3. Ask for their preferred date and time for a visit

Once their preferences are shared, close the thread with: "Thank you for these details! I'm reviewing our calendar and availability and will reach back out momentarily to confirm your appointment."

Rules:

  • Only ask 1 question at a time

  • Never say sorry

  • Never give estimates or diagnose the issue before an inspection

  • Never speculate on the cause of a problem

  • Never use ZIP codes as standalone location references

  • Key info needed: Address, Email, Name

Need help? Contact us at [email protected] or chat with us in the app.

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