How Attorneys Dispute Invalid Leads in Google Local Service Ads

Google’s Local Service Ads program is a Pay Per Lead service. You do not Pay Per Click, you Pay Per Lead. For personal injury attorneys, as of February 2021, costs are running up into the $250 per lead range, and you’ll want to be sure you dispute any invalid leads for a credit.

While we offer managed Local Service Ads for attorneys, some firms we work with have in house marketing staff which could benefit from the information below.

How To Dispute Invalid Leads:

A “lead” is, in general, a call which comes in to your law firm that lasts over 30 seconds. Of course, not every lead results in a case. Calls which are easily disputed include spam, sales calls, calls about services you do not offer, or calls from out of state callers. Successfully disputed leads result in an account credit.

Here’s how to dispute those leads:

1. Log in to Google Local Service Ads and begin review calls from potential clients.

You can log in here When reviewing calls, you’ll see a screen that looks like this one below. Be sure to click the menu icon at the top right, then click “dispute” when the menu drops down.

lsa dispute screenshot

2. Select the reason the lead should be credited to your account.

As seen in the pic below, options include:

  • Job not served
  • Location not serviced
  • Wrong number
  • Spam
  • Duplicate lead
  • Incorrect business

LSA dispute options

What is not included on this list is people who call you that are already clients or people who call in that have no real injury. You can still dispute these. I personally just select “job not served”.

Google’s goal is to credit your account in 7 days or less. However, from what I have seen, the process usually takes 7 – 8 weeks.

3. Receive the account credit.

When Google gets around to reviewing your dispute request, they will either credit you or deny your request. The vast majority of (valid) disputers are credited with no problem at all. Once your account is credited, you will receive an email that looks like this:

LSA dispute approved

Local Service Ads Help

Stuck on Google’s Local Service Ads (LSAs)? We are available to discuss LSAs with you.

If you’re doing it yourself, you can always get help from LSA directly; while you’re logged into your account, just go to the help section.

To see Google’s official page on disputing leads, go here:

You can still dispute