Missed Calls in Google Local Service Ads
For all businesses using Google Local Service Ads (LSAs), phone call leads are the main portion of their lead generation. But what happens when that ring goes unanswered? A missed call in the LSA ecosystem isn't just a lost opportunity; it's a complex event with three distinct financial outcomes: Charged, Credited, and Not Charged. Understanding these differences is critical for any business aiming to maximize its return on investment with LSA.
The Three Outcomes of Missed Calls
When a potential customer dials your LSA number, the outcome of that interaction falls into one of three categories:
- Charged: This is the most straightforward and costly outcome. If a call from a potential lead navigates through your phone system and reaches your voicemail, Google generally considers this a valid lead and bills you accordingly. The logic is that the customer was connected and had the opportunity to leave a message, indicating a level of interest.
- Credited: You still will pay for this lead upfront, but you will be credited a refund. A call might initially be registered as a "Charged" lead. However, upon review, either through Google's automated systems or a manual rating, it can be reclassified as "Credited." This typically occurs if the call is deemed invalid for a number of reasons, such as a solicitor, spam calls, or a duplicate lead.
- Not Charged: On the surface, this may seem like a neutral result. A "Not Charged" call is one where the potential lead hangs up before your voicemail system engages. In this scenario, your business isn't directly billed for the call. However, this is a deceptive win. While you may have saved a few dollars on a single lead or credit, these hang-ups can still be registered by Google as missed calls.
The Hidden Danger of Unanswered Calls
Critical takeaway for any LSA advertiser: all missed calls are detrimental to your campaign's responsiveness.
Google's primary objective is to connect its users with responsive and reliable local businesses. A pattern of unanswered calls, even those that don't result in a direct charge, signals to Google that your business is not effectively serving the leads it's being sent. This can have negative consequences for your LSA performance:
- Decreased Ad Ranking
- Reduced Lead Volume
The Solution: Third-Party Software
The most effective strategy is to implement a system that ensures every inbound call is answered promptly and professionally. This is where a combination of innovative technologies can make a significant difference.
As we've detailed in our Maximizes Your ROI blog, integrating a call tracking and analytics platform like CallRail with a 24/7 live answering service such as Reception 24/7 provides a powerful, two-pronged approach.
- CallRail offers invaluable insights into your call sources, allowing you to track the performance and answer rates of your LSA campaigns accurately. Also, you are able to set up call flows that allow for Simulcall calls and call routing.
- Reception 24/7 ensures that no matter when a potential customer calls—be it during peak business hours, after hours, or on weekends—a live, professional receptionist is there to answer. This not only can help prevents missed calls and protect your LSA ranking but also provides a superior customer experience from the very first interaction.
Being responsive is not only a best practice in the highly competitive Google Local Service Ads market, but it is also a requirement for success. You can protect your ad spend, improve your online reputation, and guarantee a consistent flow of worthwhile new clients by realizing the true cost of missed calls and proactively putting a plan in place to respond to every incoming lead.