Why and How to Mark Leads on Google Local Service Ads

In today’s competitive market, attracting new customers for your home service business is crucial. Google Local Service Ads (LSA) offers a highly effective and cost-efficient solution to achieve this goal. In this article, I’m going to show you why you need to make sure leads are marked in a timely manner, and how you can effectively mark leads in the Google Local Service Ads dashboard!

Effective lead marking within the LSA dashboard is crucial for optimizing campaign performance and maximizing call generation. This SOP outlines the process for marking leads and the importance of this practice.

Frequency of Lead Marking

Leads within the LSA dashboard should be marked consistently, ideally on a daily basis. This ensures timely tracking and analysis of campaign performance.

Client Education on Lead Marking

New clients may require an initial explanation of the importance and process of lead marking. This can be achieved through:

  • Client onboarding call: During the onboarding process, explain the significance of lead marking and its impact on LSA performance.
  • Success story demonstration: Showcase how consistent lead marking has benefitted other LSA clients, highlighting their increased call volume.

Consequences of Not Marking Leads

Failing to mark leads can negatively impact LSA performance. Unmarked leads remain unaccounted for, hindering the ability to:

  • Track campaign effectiveness.
  • Identify areas for improvement.
  • Optimize bidding strategies based on lead data.

Expected Outcome of Consistent Lead Marking

By consistently marking leads, LSA campaigns can expect to experience:

  • Increased call volume: Marking leads provides valuable data for optimizing campaigns, leading to a higher conversion rate.
  • Improved campaign insights: Marked leads facilitate data analysis, allowing for strategic adjustments to maximize results.
  • Enhanced client satisfaction: Consistent lead management demonstrates a commitment to effective campaign management and client success.

Lead marking is an essential component of successful LSA campaigns. Consistent lead marking ensures data accuracy, facilitates campaign optimization, and ultimately leads to increased call generation and client satisfaction.

How to Mark Leads

  1. On the left side of the dashboard, go to “Leads”

  1. Here’s an example of unmarked leads in the “New” column

And unmarked leads in the “Active” column. The current presence of a significant number of unprocessed leads within the LSA dashboard indicates a potential decline in future lead generation. Addressing this backlog is essential to maintain optimal campaign performance.

Let’s take a look at one of the unmarked leads.

 

  1. There are three primary ways to mark a lead within the LSA dashboard:
  • Booked: Select this option if the lead resulted in a booked job for your service.
  • Archived: This option is appropriate if the lead did not convert into a job but does not qualify for a dispute (e.g., customer inquired about a service not offered).
  • Disputed: Choose this option if the lead does not fall within your service parameters or if there was a legitimate reason why you couldn’t service the customer.

Disputing Leads

Leads can be disputed for various reasons, including:

  • Service not offered: The lead inquired about a service not listed on your LSA profile.
  • Location not served: The lead originated from a location outside your designated service area.
  • Incorrect contact information: The lead contained a wrong phone number or appeared to be a sales call, spam, or bot.
  • Duplicate lead: The lead is a duplicate of a previously received inquiry.
  • Incorrect business: The lead was intended for a different business.

A pop-up will appear and you can choose the option that is best for the situation.

Deciding When to Dispute Leads

  • New LSA Accounts: For accounts in the initial growth stage, consider marking leads as “Booked” or “Archived” even if they don’t perfectly align with your services. This helps Google’s algorithm gather data and optimize future lead quality.
  • Established LSA Accounts: Once your account is established and receiving a consistent flow of qualified leads, prioritize disputing irrelevant leads to avoid unnecessary costs and maintain optimal campaign performance.

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