About costs and payment

With Local Services Ads, you only pay for leads related to your business or the services you offer. Here’s how it works:

  • You set an average weekly budget based on the average number of leads you want to receive in any given week.
  • You may sometimes spend more on leads than your average weekly budget in a given week, but you’ll never spend more than your monthly max, which is your average weekly budget multiplied by the average number of weeks in a month. Learn more about how to edit your budget
  • You can immediately dispute leads that you believe aren’t valid. Successfully disputed leads are later credited back to you. (US & Canada only)

How you’re charged

You are charged for each lead you receive through your Local Services ad. Lead prices may vary depending on your location, the job type, and the type of lead, but each lead received will count towards your budget. You'll never pay more for leads than your monthly max.

Any lead received after you’ve reached your monthly max will be credited back to ensure that you never exceed your monthly max.

You can view how much you've been charged for your leads by going to the Billing menu in your leads inbox. Learn more about billing

Note: Message leads are currently priced at 50% of the corresponding phone lead. Booking leads are currently charged at the same rate as phone leads. Message and booking leads are currently only available in the U.S. and Canada. Bidding can affect lead prices for professional service providers. Learn more about how bidding works

Valid leads

Note: The ability to dispute charged leads is currently only available in the U.S. and Canada.
Valid leads are related to your business or to the services you offer, and can occur in the following situations when customers find your Local Services ad on Google:
  • You receive a text message or email from the customer (US only).
  • 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.
  • You receive a booking request from a customer.

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

Product screenshot of not seeing the “Dispute” option

Types of charged leads that are eligible for a credit (US & Canada only)

Note: The ability to dispute charged leads is currently only available in the U.S. and Canada.

If you receive an invalid charge — for example, you're charged for a lead that isn’t related to your business or the services you offer — you can 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. For example, you receive a message lead where the customer’s email is invalid or a phone lead with no caller ID.

If you receive a lead that you believe should be credited for any reason other than those above, contact us.

Although you can immediately dispute charges within your account, you have a total of 30 days to do so. Credit requests for invalid leads won’t be considered after 30 days.

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 want to dispute, it’s possible that it has already been credited. Look for the lead in your inactive inbox, or contact the support team.

Examples of invalid leads (US & Canada only)

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 message.
  • You listed a general service type on your profile, but you don’t do a specific sub-type of service. For example, your profile lists you as doing water heater repairs but you don’t service tank-less water heaters.
  • 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).
Note: If you are advertising through a partner affiliate, the above information does not apply to you. Learn more about partner affiliate providers

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