Google Makes Changes to Lead Evaluations in Local Services Ads

 Posted on August 07,2024 in Changes with Google

Google’s Local Services Ads (LSAs) can be a great way to target people who are looking for specific types of services, such as legal help from an attorney. One of the key features of these ads is that unlike traditional pay-per-click (PPC) ads, advertisers will only be charged if someone contacts them through an ad, such as by making a phone call. Google provides advertisers with the ability to review leads, and invalid leads may be disputed.

Google recently announced that it will be making some changes to the ways leads generated through LSAs are handled. The dashboard used by advertisers is undergoing a significant update, which promises to improve the way businesses interact with and evaluate their leads. The traditional "Dispute a Lead" feature is being replaced with a more user-friendly "Rate This Lead" function. This new feature empowers businesses to quickly provide feedback on lead quality and make sure they will only be charged for actual leads. While this update has not yet been universally implemented, it will soon become available to advertisers, giving them the ability to evaluate leads more effectively.

Initial Lead Evaluation by Google

Upon receiving a lead, Google will first evaluate its quality. Leads that are clearly high-quality will be graded instantly and charged to the business. However, leads that are questionable will enter an "in review" stage. During this period, businesses will see the following message:

This lead is being reviewed. If the lead isn't a good match for your business, a credit will be applied to your spending budget.

This review process ensures that leads are assessed for their relevance and quality before businesses are charged. These reviews may take over 24 hours.

Once the initial review is complete, businesses can use the "Rate This Lead" feature to provide additional feedback on the quality of the lead. This feature will be available for all leads, allowing businesses to offer more detailed insights into their satisfaction levels. By providing this feedback, businesses can help Google refine the lead generation process, ensuring higher quality leads over time.

How the "Rate This Lead" Feature Works

The "Rate This Lead" feature is designed to simplify the feedback process for businesses. Here is a step-by-step guide on how it works:

1. After receiving a lead, an advertiser can click on the "Rate This Lead" button in the LSA dashboard.
2. The advertiser will be prompted to rate the lead based on their satisfaction level
• If the lead meets expectations: An advertiser can select the option that indicates that they are very satisfied. They will then choose from a set of specific reasons that describe why the lead was satisfactory. These reasons might include factors such as the relevance of the lead to the business's services, the likelihood of conversion, and the overall quality of the interaction.
• If the lead is of poor quality: An advertiser can select the option that indicates that they are very dissatisfied. They will then be prompted to select specific reasons for dissatisfaction. These reasons might include issues such as the lead being outside their service area, the lead not being relevant to their business, or the lead being a wrong number or spam.
3. Submitting Feedback: After making these selections, the advertiser will receive a message confirming that their feedback has been submitted. This screen provides a summary of the rating and reasons for satisfaction or dissatisfaction, ensuring that Google receives detailed information about the lead quality.

Contact Our Online Advertising Experts

While Google's new "Rate This Lead" feature promises to streamline the feedback process and enhance lead quality, it remains to be seen how these changes will affect businesses. One concern is whether this update will inadvertently lead to increased charges over time. With the previous "Dispute a Lead" option, businesses had a straightforward method to contest leads that did not meet their criteria. The new system's reliance on rating and review could potentially reduce the number of successful disputes, resulting in more charges for leads that might not convert. Businesses will need to closely monitor their lead quality and costs to determine if the new feature truly enhances their advertising experience or if it places additional financial strain on their marketing budgets.

At OVC Lawyer Marketing, we create and monitor local services ads for our clients, ensuring that they get the most value out of this program. We can ensure that the new rating features will be used correctly to dispute invalid leads and make sure our clients are charged correctly for calls or emails they receive. If you have any questions or concerns about how this update might affect your business, contact our law firm digital marketing experts at 630-635-8000.