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Google Local Service Ads Lead Disputes Deprecation: What Home Service Companies Need to Know

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Google Local Service Ads Lead Disputes Deprecation: What Home Service Companies Need to Know

Google has announced a significant change to its Local Service Ads (LSA) program. Starting in July 2024, Google will deprecate the manual lead dispute option, replacing it with an automated system powered by artificial intelligence. This transition is poised to streamline the lead crediting process, ensuring advertisers receive timely and accurate credits for poor-quality leads. As a digital marketing expert for home service companies, understanding these changes is crucial to optimizing your LSA campaigns and maintaining a high return on investment.

What is Changing?

  • Discontinuation of Manual Dispute Option: Google will discontinue the manual dispute option for Local Service Ads. Instead, Google’s AI will automatically review and credit leads identified as poor quality. This change aims to save advertisers time and effort, ensuring a more efficient crediting process.

  • Implementation Timeline: The rollout of this automated system will begin in mid-July 2024 and will be made available to all accounts over the following months. No action is required from advertisers during this transition.

  • Changes to Chargeable Leads: Google is refining its criteria for chargeable leads. Calls that are out of market or related to trades not served will no longer be considered “not a lead.” If your account profile is correctly set, this adjustment should not pose any issues.

  • New Lead Feedback Mechanism: Advertisers will soon be able to “rate” a call, providing feedback on the quality of the lead. While this feature will not include a credit component, Google may offer incentives to encourage its use. This feedback will help Google improve the quality of leads over time.

  • Why is This Happening Google’s data indicates that many advertisers were not utilizing the manual dispute option, and some dispute decisions did not accurately reflect lead quality. By automating the lead crediting process, Google aims to ensure that all advertisers receive equitable credits for poor-quality leads. This system is designed to provide a more efficient and user-friendly experience, helping businesses focus on what matters most.

Lead Credit Details

  • Automatic Crediting: With the new system, lead credits will be applied automatically, eliminating the need for manual disputes. This means you’ll receive money back faster without the hassle of filing disputes.

  • More Credits Overall: While credits for “job type not serviced” and “geo not serviced” leads will be discontinued, the new system is expected to credit more leads on average, overall. This change ensures that advertisers receive fair compensation for poor-quality leads.

  • Review Your Settings: To minimize unwanted leads, it’s essential to review and update your service areas, verticals, job types, and categories. Properly setting your account profile will help align your ads with your ideal customer base.

  • Your Feedback Matters: The new Lead Feedback Survey allows you to provide feedback on individual leads. This input is crucial for Google to refine its lead quality assessments and occasionally credit leads you report as poor quality.

Remaining “Official” Lead Credit Reasons

Google will continue to offer credits for the following reasons:

  • Wrong number or sales call (not a customer)
  • Spam or bot (not human)
  • Duplicate lead (customer contacted you twice)
  • Incorrect business (lead does not belong to you)

Benefits of Automated Lead Credits

  • Equitable Ad Credits: The automated system ensures that all leads are reviewed, providing equitable credits across all advertisers. This approach benefits those who may not have disputed leads in the past, ensuring they receive fair compensation.

  • Time Savings: Automated lead credits save businesses time and resources by eliminating the need for manual disputes. This is particularly valuable for companies with limited staff or resources, allowing them to focus on their core operations.

  • What to Expect: For most advertisers, the new system is expected to credit the same or more leads on average. Credits will typically be applied to your account balance within 30 days, although the original lead charge will still appear on your invoice. It’s important to monitor your account and provide feedback through the Lead Feedback survey to help improve future lead quality.

Conclusion

The deprecation of manual lead disputes in Google’s Local Service Ads marks a significant shift towards automation and efficiency. For home service companies, this change promises faster and more accurate lead credits, saving time and effort. By understanding and adapting to these updates, you can optimize your LSA campaigns and continue to drive high-quality leads to your business.

Read more here!

In case you missed it, catch the first session Home Service Sparks webinar recording! Join Katie Donovan, CEO of CAMP Digital, as she dives into Google Local Service Ads (LSAs) for home service companies. Whether you’re new to LSAs or looking to optimize, this session is a goldmine of tips and strategies!

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Whether you’re looking to increase your online visibility, drive more traffic to your website, or boost your conversion rates, our team of experts is here to help. Ready to explore CAMP Digital’s comprehensive solutions for your home service business? Connect with an expert today!

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