Google automates lead credits for Local Services Ads
Google promises to streamline operations for advertisers, potentially increasing fairness and efficiency in the crediting process for LSAs.
Google is rolling out automated Local Services Ads lead credits in July, streamlining the process for advertisers to receive credit for poor-quality leads.
Why it matters. This change aims to save time for advertisers and ensure more equitable distribution of ad credits, particularly benefiting those with limited resources. This will potentially affect advertisers’ budgets, lead quality and overall experience with the platform.
How it works:
- Google’s machine learning models will automatically review all leads.
- Invalid leads will be credited without manual disputes.
- Credits typically are applied within 30 days.
The big picture. Since launching in 2017, Local Services Ads have evolved, but the manual dispute system has become challenging to scale and vulnerable to gaming.
- This automation addresses disparities in lead disputing practices among advertisers and aims to improve overall lead quality.
Key changes.
- No more manual lead disputes are required.
- “Job type not serviced” and “geo not serviced” leads will no longer be credited.
- Overall, more leads are expected to be credited on average.
Exceptions. The system won’t apply to healthcare verticals or advertisers in EMEA.
Yes, but. This update is taking over the manual process of requesting credits and aims to address an imbalance where a small number of advertisers were disputing a high percentage of leads while others disputed none.
What they are saying. In response to advertisers questioning not being able to manually request credits anymore, Google Ads Liaison Ginny Marvin noted on X:
“We’re proactively evaluating every lead that comes in against an equitable set of standards and proactively refunding invalid leads.”
What’s next. Advertisers are encouraged to provide feedback on every lead through the Lead Feedback survey to help improve future lead quality.
Between the lines. This shift reflects Google’s growing capability to use AI for quality control in its advertising products.
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About the author
In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.