Google just made a change to Local Services Ads that could be costing you money—without you even realizing it. As of February 25, 2025, Google automatically detects booking links on your Google Business Profile (GBP) and displays them in your Local Services Ads. If a customer books through that link, you’ll be charged just like a phone call or message lead.
Google Sent an Email—Did You See It?
Google did send an email notifying businesses about this change, but many business owners may have missed it or not fully understood the cost implications. Here’s a key excerpt from their message:
"Bookings that you get from your ad will be charged like calls and messages. These leads will be visible in your Local Services Ads lead inbox..."
If you weren’t actively monitoring your inbox, this change may have gone unnoticed, leading to unexpected charges.
What Changed?
Under Google’s new policy:
- Customers booking through the link on your Local Services Ad result in charges equivalent to phone call or message leads.
- These appointments appear in your Local Services Ads lead inbox and may also be managed through your scheduling service.
- By default, Google has opted you in, requiring manual opt-out to avoid charges for these leads.
Why This Matters to You
While this feature may benefit businesses looking for direct online bookings, automatic enrollment poses potential issues:
- Hidden Costs: Active booking links now incur charges, regardless of your awareness of the change.
- Third-Party Booking Fees: Booking links connected to platforms like ServiceTitan or HouseCall Pro may lead to additional charges from these third-party platforms for processing the booking, on top of Google’s fees.
- Lost or Unmonitored Bookings: Outdated or unmonitored booking links can result in improperly tracked leads, leading to lost opportunities or wasted ad spend.
- Lower Lead Value: Booked appointments might not hold the same value as direct phone calls, yet incur identical charges.
How to Check If You’re Affected
To determine if your business is impacted:
- Search for your business on Google to see if a “Book” button appears.
- Log into your Google Business Profile Manager and navigate to the “Bookings” section to check for an active booking link.
- Review your Local Services Ads settings to identify any linked booking services added without your knowledge.
How Much Could This Cost You?
GLSA leads typically range from $25 to $100+ per lead, depending on your industry. Unplanned booking-based leads can quickly accumulate extra charges. Additionally, if your booking system charges per appointment, expenses could escalate further. Evaluating whether booking link leads convert at the same rate as direct phone calls or messages is essential before deciding to keep this feature enabled.
What to Do If You Want to Keep the Feature
If you decide to allow customers to book online directly through your ads, ensure your booking system is set up properly:
- Confirm your booking platform is integrated correctly.
- Check with your third-party provider to understand any additional charges you may incur.
- Monitor your Local Services Ads lead inbox to track and manage incoming appointments.
- Ensure your team is aware of these new leads so no appointments slip through the cracks.
How to Opt Out
To avoid charges for booking link leads, manual opt-out is necessary:
- Log into your Google Local Services Ads account.
- Navigate to your Profile & Budget page.
- Scroll down to Settings and toggle the Booking Leads feature off.
Final Thoughts
If you rely on Local Services Ads to generate high-quality leads, make sure this change isn’t costing you more than expected. Take five minutes today to check your settings—before you get hit with charges you weren’t expecting. This proactive step can help prevent unforeseen charges and keep your advertising strategy on track.
