Local Service Ads Are Free Leads?
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Local Service Ads Are Free Leads?
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Local Service Ads charge per lead, not per click. Across 888 home service contractors in February 2026 the average lead cost $53, and roofing leads went from $73.62 to $106.87 in a year.
Since October 1, 2026, a missed call during business hours is a charged lead when the caller holds more than 20 seconds. A voicemail greeting counts as connected.
Google Guaranteed, Google Screened and License Verified were replaced by one Google Verified badge on October 20, 2025, and the money back guarantee ended with them.
Google removed proximity from its LSA ranking help page in 2024. It lists your bid, how likely you are to get the lead, and profile quality, which includes reviews, response time, photos and verification checks.
Credits for bad leads are not a promise. One agency says owners usually get 6 to 7% of spend back. Answer the phone, get reviews and export your history before your account moves into Google Ads.
Receipts and sources: https://clickflame.com/blog/local-service-ads