Why Is Google Charging Me for Local Services Ads Leads Outside My Service Area?

How Google decides a lead is valid

Google checks each lead when the customer first reaches out, and leads it sees as invalid or low quality aren't charged. Charged leads get looked at again over 30 days, and Google credits the ones it decides are poor quality, duplicate or invalid (Google Local Services Help).

What that means is the first decision is automatic. You don't get asked before the charge.

Check these settings first

Google's own advice for unwanted leads is to go into your campaign settings and tighten three things (Google Local Services Help):

1. Your service areas. Take out any city or postal code you don't actually want to drive to. For example, if you're based in Etobicoke and you never go past Oakville, don't leave Hamilton on the list.
2. Your categories. Only keep the ones your business really is.
3. Your job types. Turn off the jobs you don't do, even if they're close to what you do.

Google also says narrowing your targets can cut your lead count. That's fine. Fewer leads you can actually book beats more leads you can't.

Watch the charge status on every lead

Every lead has a charge status on your Leads page: Charged, Not charged, In review or Credited (Google Local Services Help). Check it every week. If a junk lead still says Charged, leave feedback on that lead through the survey on the Leads page. Google says it uses that feedback to send you more of the leads you want and may credit some of them.

Make sure the good leads get booked

Junk leads hurt, but a good lead nobody calls back costs the same. A dedicated SDR who follows up with every lead and books the ones who are ready means the leads you pay for actually turn into jobs. That's what our paid ads work is built around.

Questions you should also be asking

• Can Google Local Services Ads charge me for calls I never answered?
• How do I dispute a junk Local Services Ads lead?
• Should I shrink my Local Services Ads service area to cut junk leads?
• Which job types should I turn off in Local Services Ads?

FAQ

Why does Google charge me for leads outside my area?

Google charges for leads its system decides are valid when the customer first makes contact. Leads it later finds poor quality, duplicate or invalid are credited automatically within a 30-day review.

How do I stop getting Local Services Ads leads I don't want?

Tighten your service areas, categories and job types in your campaign settings. Google says this cuts unwanted leads, though it can lower lead volume.

How do I know if a lead was credited?

Check the charge status on your Leads page. Each lead shows Charged, Not charged, In review or Credited.

Can I report a bad lead?

Yes. Use the feedback survey for that lead on the Leads page. Google says it may credit some leads reported as poor quality.

How do I dispute a junk Local Services Ads lead?

Use the feedback survey on that lead in your Leads page and watch its charge status. A full page on this is coming.

Should I shrink my Local Services Ads service area to cut junk leads?

If most junk comes from far areas, yes. Google says narrowing your targets cuts unwanted leads but can lower volume.

Which job types should I turn off in Local Services Ads?

Any job you don't do or don't want. Leaving them on invites leads you'll pay for and can't book.

Want us to look at your Local Services setup with you? Book a call and we'll walk through it.