Pay-per-lead advertising means every phone call or message costs real money, regardless of whether the prospect books an appointment. If you do not actively dispute unqualified leads, your cost per acquisition skyrockets.

Disputing invalid leads matters because it:

• Protects your budget: Recovers spend from spam calls, wrong numbers, and solicitations so your money goes toward genuine prospects.
• Improves ROI: Lowers your actual cost per qualified lead by eliminating wasteful charges.
• Maintains data hygiene: Flags incorrect routing and service mismatches inside your ad dashboard.

A licensed plumbing contractor in Chicago receives a 45-second call through their Google Guaranteed ad. When reviewing the recording, the caller asks for emergency tree removal services—a service the plumber does not offer. The contractor selects Service not offered in the LSA dashboard and submits the dispute. Google reviews the audio, verifies the mismatch, and issues a full credit for the $45 lead fee back to the contractor’s billing account.

• Missing the Dispute Window: Waiting too long to submit disputes; Google enforces strict submission deadlines (typically within 30 days of the lead).
• Disputing Price Shoppers: Trying to dispute leads where the caller simply decided not to book due to price or scheduling (Google will reject these).
• Disputing Unanswered Calls: Requesting credits for missed calls where the caller hung up before connection, which are generally not creditable if the call was valid.
• Selecting the Wrong Dispute Reason: Choosing a vague or inaccurate reason that contradicts the call recording, resulting in a denied dispute.

What types of leads can be disputed in Local Services Ads?

You can dispute leads for services you do not offer, locations outside your defined service area, spam or bot calls, automated telemarketers, wrong numbers, and duplicate leads charged twice within a short window.

Can I dispute an LSA lead if the customer does not hire me?

No. If a prospect calls for a service you offer within your area but chooses not to book because of your pricing, availability, or preference, Google considers it a valid lead and will deny the dispute.

How long does Google take to review an LSA dispute?

Google typically processes lead disputes within one to two weeks, though some reviews can take up to 30 days depending on call volume and manual review requirements.

How do lead credits appear on my billing statement?

Once a dispute is approved, Google applies a credit directly to your Local Services Ads account balance, offsetting future lead costs rather than issuing a cash refund to your card.