How leads work

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 set your bidding mode for the max you’re willing to pay for a lead. Learn more about how bidding works
  • 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 and Canada only). Learn more about disputing leads

How you’re charged

You are charged for each valid lead you receive through your Local Services ad. Lead prices may vary depending on your location, the job type, the type of lead, or your bidding mode, but each lead received will count towards your budget.

Once you’ve hit your monthly max, your ad will no longer appear for the remainder of the month unless you adjust your budget.

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

Billing for Local Services Ads is managed by Google Ads. Any suspension in your Google Ads account will also suspend your Local Services Ads.

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.

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 and Canada 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 (US only).

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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


Disputing invalid leads (US & Canada only)

The ability to dispute charged leads is currently only available in the U.S. and Canada and is up to Google’s discretion. If you receive an invalid charge, you have 30 days to dispute the charge in your account. Credit requests for invalid leads won’t be considered after 30 days. All dispute decisions are final.

Before crediting a lead, Google will listen to call recordings to verify that one of the approved reasons below applies. Learn more about Local Services Ads data

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 or was never charged.

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.
  • 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 tankless 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).
  • If you are in a law vertical, have turned on general lawyer leads, and the lead is for any type of law service, it will not be credited under the dispute type “service not offered”.
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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