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About costs and payment

With Home Service ads, you only pay for leads related to your business or the services you offer. Here’s how it works:
  • You set a weekly budget that limits the total number of leads you receive in any given week.
  • You may get a different number of leads from day to day, but you never spend more than your designated weekly budget.
  • You have the ability to immediately dispute leads if you receive a lead that’s not valid.

How you’re charged

Advertisers using Home Service ads are charged for each lead received. Lead prices may vary, depending on the job type and the type of lead you received, but each lead received will count towards your weekly budget. You'll never pay more for leads than the amount you specify in your weekly budget.

Occasionally, your charges may temporarily exceed your weekly budget, such as if two leads are received around the same time when you're low on budget. In these cases, we'll apply a credit to refund any leads that exceeded your weekly budget to ensure that at the end of each week, you haven’t spent more than your budget.

Each week, you’ll get an email notifying you of how many leads you’ve received over the last week and how much they cost.

What’s a valid lead

Valid leads are related to your business or the services you offer, and can occur in the following situations when customers find your Home Services ad on Google:
  • You receive a text message or email from the customer.
  • You receive a voicemail from the customer.
  • You answer a phone call and speak with the customer.
  • You receive a missed call (without a voicemail), and you return the customer’s message with a text message, email or call where you either speak with the customer or leave a voicemail.

When you’re not charged

You won’t be charged in the following situations:
  • You miss the call, the customer doesn’t leave a voicemail, and you don’t respond (for example, you don’t reply with a text message or email, or return the call).
  • The call is from a recognized spam number.

When a lead isn’t charged, you’ll see the following note in your account:

What types of charged leads are eligible for a credit

If you receive an invalid charge — for example, a charged lead that isn’t related to your business or the services you offer — you can immediately dispute the charge in your account. Here are the types of charged leads that are eligible for a credit:

  • Requested job isn’t listed on your profile.
  • Customer’s location isn’t listed on your profile.
  • Not a customer (for example: wrong number, sales call or other solicitation).
  • Not a human (spam or bot).
  • You were charged twice for the same customer lead within 15 days.
  • You didn’t have a conversation with a customer and you had no way to contact them.

Leads likely won’t be credited for any reasons other than the ones listed above. However, if you receive a lead that you believe should be credited for any reason other than those above, please contact the support team at 866-2-GOOGLE

Although you can immediately dispute charges within your account, you have a total of 60 days to do so. Credit requests after 60 days won’t be considered.

Before crediting a lead, Google will listen to call recordings to verify that one of the approved reasons applies.
Learn more about how we use call recordings

Google also regularly reviews leads, and credits any identified invalid leads. If you can’t find a lead that you wanted to dispute, it’s possible that it has already been credited. Look for the lead in your inactive inbox, or contact the support team for help.

Examples of invalid leads

Dispute category Examples
  • Call was from a wrong number.
  • Caller was trying to sell you a product or service.
  • Call was from someone seeking employment at your business.
  • Caller didn’t discuss your business.
  • Call was pre-recorded.
  • Call was otherwise not from a live human.
Location not served
  • The customer communicated their location, the location wasn’t listed on your profile, and you declined the job.
Service not offered
  • The customer communicated their service type, the service wasn’t listed on your profile, and you declined the job.
  • Caller was looking for a physical store, or looking to buy something other than a service (for example, parts).

Examples of valid leads that won’t be credited

  • Lead was received outside of your business hours.
  • Customer asked for advice to complete a project related to a service you offer.
  • Customer cancelled a booking.
  • Customer was researching potential projects or prices related to a service you offer.
  • Customer didn’t respond to your return call or text message.
  • You listed a general service type on your profile, but you don’t do a specific sub-type of service.
  • ​You generally service an area or provide a service, but are temporarily unable/unwilling to provide these services (and they are still listed on your profile).

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