Here is a clear step-by-step SOP you can give your CSRs for the new Google LSA dispute process (the one you have).
✅ How to Dispute Bad Google LSA Leads (New Google Method)
Google no longer shows a “Request Credit” button.
Disputes are now done through the “Rate this lead” process.
This must be done for every bad lead so the company gets credits back.
This takes about 5 minutes per day.
Step 1 — Open the Lead
- Go to: https://ads.google.com/local-services-ads
- Click Leads
- Filter at the top:
Charge status → Charged - Click into a charged lead.
Step 2 — Click “Rate this lead”
Top right corner of the lead, click:
Rate this lead
Step 3 — Choose the correct rating
Google will ask:
“How was this lead?”
Select:
Very dissatisfied
This is important. This unlocks the dispute options.
Step 4 — Choose the reason
Google will now ask why you were dissatisfied.
Choose the reason that best fits:
| Situation | Reason to choose |
|---|---|
| Robocall / sales call | Spam |
| Person outside our service area | Outside service area |
| Asking for something we don’t do | Not related to my services |
| Could not reach them / wrong number | Could not contact |
| Already a customer | Duplicate customer |
Submit.
Step 5 — What happens next
After submitting:
- The lead will change to In review
- Within a few days it will change to Credited if approved
- Credits show under Billing → Credits
Step 6 — For good leads
If the lead is real and turns into a job or appointment:
Mark it as Booked
This trains Google to send more good leads.
Daily CSR Routine
- Filter to Charged
- Open each bad lead
- Rate this lead → Very dissatisfied → Choose reason
- Mark good leads as Booked
This is how we recover 15–35% of LSA costs every month.
