Anthony Higman warns that Google’s Local Services Ads (LSA) are becoming even less transparent. Message leads, once clearly priced at half the cost of phone leads, are now priced based on vague, undisclosed factors like a user’s likelihood to book. This shift reduces price clarity and undermines the auction model.
He advises caution, especially for small-budget advertisers and suggests turning off message leads for now due to a lack of cost transparency and Google’s practice of sending the same lead to multiple businesses.
