Ed conducted a training session on Google Local Service Ads (LSA) for the Agent Power Huddle group, sharing his experience and strategies for generating high-quality real estate leads. Ed explained how LSA leads differ from traditional PPC ads, emphasizing their search-triggered nature and higher intent, with leads costing around $75 per call and being verified by AI to ensure quality. He detailed the setup process, including creating a Google My Business profile, verifying credentials, and setting an initial budget of $500-1,000 per week, which he later increased to $10,000 to demonstrate serious business intent. Ed shared his success story of generating 8 leads in 24 hours and securing 7 signed listing agreements within that timeframe, using a specific script that addresses the legal requirement of Senate Bill 5191 and offers flexibility in contract signing. He also discussed expanding from local to state-level targeting once systems are established and explained how to handle referrals when leads are outside your market area. The training concluded with Ed encouraging participants to set up their LSA profiles and emphasizing the importance of responding to leads within 5 minutes based on MIT study findings.