Messaging Changes for Your Local Services Ads
Alex Sparks
Alex Sparks
Published -
If you rely on messaging leads from Google's Local Services Ads (LSA), some significant changes are coming that will influence how much you pay for them.
Google is releasing enhancements to the messaging pricing structure. Here's an explanation of what's changing and how it affects you, the service provider.
Introducing Value-Based Pricing for Message Leads
This is a significant shift in how you get charged for message leads. Previously, message leads were supplied at a 50% discount on the cost of an equal call lead. Pricing will now be dynamic, based on the lead's projected worth.
- What it is: Google will consider a variety of characteristics, such as the consumer's booking likelihood, consumer context, and whether they contacted other businesses to value the price of a message lead.
- The Impact: You may now see bigger discounts on less valuable leads when they have contacted multiple businesses or don't meet value standards.
Stricter Lead Qualification
Google is also improving its filters to guarantee that you only pay for valid leads.
- What it is: The lead qualification algorithm has been updated to more tightly screen out spammy or irrelevant message leads.
- The Impact: You will not be charged for leads that are considered irrelevant or spam.
Summary
The secret to success remains the same: speed to lead