Businesses Can No Longer Dispute Unqualified Leads in Local Services; Google Now Credits Leads Automatically

In an effort to streamline and improve the lead crediting process, Google has started rolling out a significant update to the Local Service Ads (GLSA) platform. Its officially taking over reviewing (and crediting) Local Services leads.

The update launched today and is a gradual rollout expected to last through August. Local businesses running Local Services Ads are expected to experience a more efficient, automated, lead management experience within the platform.

What’s Changing?

The primary change to Google’s Local Serices Ads lead dispute process involves Google automatically crediting accounts for leads they identify as unqualified, thus eliminating the need for manual dispute submissions (ex: an employee or your marketing agency).

The Details

• Automatic crediting: Google will now automatically credit your account for low-quality leads, resulting in faster refunds without the need for you to manually file disputes.
• More credits overall: Although credits for “job type not serviced” and “geo not serviced” leads will be discontinued, Google assures that there will be more overall credits by automatically identifying and crediting poor-quality leads.
• Lead feedback survey: Even with the automatic crediting system in place, you can still provide feedback on individual leads through a new Lead Feedback Survey in your lead inbox. Google will use this feedback to improve the quality of leads and occasionally credit leads you report as poor in quality.

How Google Local Service’s Lead Dispute Deprecation Impacts Your Strategy & Management

While Google’s new system simplifies the lead crediting process, managing your campaigns remains crucial. Google promised advertisers will see more credits, on average, but you will want mechanisms in place to ensure that’s what actually happens.

At Blue Corona, we’re taking action to support our clients throughout the Google Local Services Ads lead dispute deprecation:

• We are integrating new data into our proprietary analytics portal, Polaris, so that we and our clients have visibility into whether Google is effectively and efficiently crediting leads.
• We are providing resources to submit wrongfully non-reviewed or non-credit leads via the new Lead Feedback Survey to ensure that all relevant credits are granted.

Wrap Up

In order for your GLSA investment to remain efficient, you still need to actively manage your account and campaigns. Just make sure that the type of management you’re getting is adapting to what’s needed under this new process.

Reach out to us to find out more about how we generate the greatest return for our client’s Google Local Service Ads investment.