The Complete Guide to Disputing LSA Leads: What Google Approves, What It Rejects, and How to Win Refunds

If you read older articles about Local Services Ads, they’ll tell you to open your lead inbox, tap Dispute, and wait for a credit. That advice is outdated. Google changed how lead credits work in mid-2024, and plumbers who still follow the old playbook are missing what matters now. This guide explains the current process, what Google decides for itself, and how to give your account the best chance at credits without overpromising.

What changed

Google’s documentation says that starting in July 2024, Local Services Ads moved to an automated lead crediting process. Before that, advertisers could manually dispute a lead within 30 days. Google said that a small number of advertisers were disputing a high percentage of leads, while many weren’t disputing any, including some that were eligible for credit. Under the automated system, Google reviews all leads and automatically credits ones it considers invalid.

Because policies evolve, confirm the current process in your own account and Google’s help center. Availability can also differ by market, and Google notes lead credits aren’t available for health care verticals or advertisers in EMEA.

What Google does now

• Reviews every lead automatically instead of waiting for you to file a dispute
• Credits invalid leads to your account balance, usually within 30 days according to Google
• Keeps the original charge on your invoice, with the credit applied against your balance
• Asks for feedback through the Lead Feedback survey, which Google encourages you to complete for every lead

What kinds of leads are typically considered invalid

Google makes the final decision, and its detailed criteria can change. Industry write-ups on the 2024 change commonly cite duplicate leads and leads that belong to a different business as examples of automatic credit reasons. Before the change, advertisers also commonly disputed leads for services they didn’t offer, outside-area requests, and spam. Whether any individual lead gets credited is up to Google, so avoid promising your own team or clients a specific refund rate.

How to give yourself the best chance

1. Complete the Lead Feedback survey consistently. Google says feedback helps improve future leads. Rate leads promptly and accurately, and don’t rate everything poorly, which makes your signals less useful.

2. Keep records. Note the date, caller, and what the lead wanted. Call recordings and your CRM notes help you spot patterns, such as repeated requests for services you don’t offer.

3. Monitor your account regularly. Check your lead inbox and billing summary so you notice credits, or the absence of them, early.

4. Watch the 30-day timeframe. Google’s documentation refers to 30-day timeframes for lead credits, so review your billing summary regularly rather than letting it slip.

Prevent bad leads at the source

Since you can no longer rely on manual disputes to clean up a loose setup, tighten the setup itself:

• Job types: Select only the services you actually want
• Service areas: Keep them accurate and aligned with where you can profitably serve
• Business hours: List hours you can staff
• Business bio and profile: Describe exactly what you do so searchers self-select
• Call handling: Train staff to qualify calls politely and quickly, then log outcomes

These steps improve lead relevance, which Google lists among its ranking factors.

What not to expect

No agency can guarantee that Google will refund a particular lead. Be wary of anyone who sells guaranteed refunds or claims to have a secret method. The honest approach is better setup, better data, and consistent feedback.

Frequently Asked Questions

Can I still manually dispute LSA leads?

Google says it transitioned to automated lead credits starting in July 2024. Check your account and Google’s help center for what’s available to you, since options can vary by market.

How will I know if a lead was credited?

Credits are applied to your account balance, usually within 30 days per Google, while the original charge still appears on your invoice.

Do all verticals get lead credits?

No. Google says lead credits aren’t available for health care verticals or advertisers in EMEA.

Should I fill out the Lead Feedback survey?

Yes. Google encourages it for every lead because it helps improve future lead quality.

What if I think Google was wrong about a lead?

Document the issue, reach out to Google Ads support through your account, and be prepared that final decisions rest with Google.

Want fewer wasted leads from the start? Jannat Marketing audits LSA setups for job types, service areas, and call handling.