July 2024 Google Local Service Ads Changes: AI-Driven Dispute Process and Google Maps Integration

Little Big Owner Elle Grewar


Are you ready to transform your digital marketing strategy? With the latest game-changing update to Google Local Service Ads (LSAs), launching in July 2024, there are two revolutionary changes on the horizon: an AI-driven dispute process and the integration of Google Local Service Ads with Google Maps.

These updates promise to streamline how disputes are handled and significantly boost your visibility to local customers. But what do these changes mean for your business, and how can you leverage them to your advantage?

Dive into our detailed guide to uncover everything you need to know about these game-changing updates and how to stay ahead in the competitive digital landscape.

First Big Change: AI-Driven LSA Dispute Process

The lead dispute process is undergoing a significant transformation. Here’s the key change: it will now be entirely automated using AI. This automation aims to streamline the process, but there are some important considerations to keep in mind.

AI-Driven Dispute Resolution: The new system will utilize AI to handle disputes, ensuring a faster and more efficient process. However, the AI will not consider disputes based on the wrong service or location, which is a significant change from previous policies.

No Refunds for Certain Disputes: Google will no longer provide refunds for disputes related to incorrect service or location. This means you’ll need to be extra vigilant about the specifics of the leads you receive and ensure your Google Local Service Ads settings are precisely configured to target the right audience.

Instead of a dispute button, users will now complete the “Lead Feedback Survey.” This survey serves a dual purpose:

  • Outlet for Complaints: The survey primarily serves as an outlet for your complaints about lead quality. It’s a way to provide detailed feedback about leads that don’t meet your expectations.
  • Training the AI: Additionally, your input through the Lead Feedback Survey helps train the AI to improve its accuracy over time. By consistently providing feedback, you contribute to refining the system, which can lead to better lead quality in the future.


  1. Faster Dispute Resolution: The automation of the dispute process means quicker resolutions, reducing the time you spend managing disputes.
  2. Improved AI Over Time: As more feedback is provided, the AI will become better at identifying and resolving issues, potentially leading to higher lead quality.


  1. Limited Dispute Options: With the AI not considering disputes based on wrong service or location, you might end up paying for leads that don’t fit your criteria. This change requires careful monitoring of your ad settings to minimize irrelevant leads.
  2. No Refunds for Specific Disputes: The lack of refunds for disputes related to incorrect service or location can impact your budget. This makes it essential to optimize your targeting settings and regularly review lead quality.

How to Adjust:

  1. Fine-Tune Your LSA Settings: Ensure your local services ads account is precisely configured to target the right audience. Regularly review and adjust your settings to minimize irrelevant leads.
  2. Utilize the Lead Feedback Survey: Make full use of the Lead Feedback Survey to voice your concerns and provide detailed feedback. This not only helps you vent your frustrations but also contributes to the AI’s improvement.
  3. Monitor Lead Quality: Keep a close eye on the quality of leads you receive. Track any patterns or recurring issues and adjust your settings accordingly. Use the data to refine your advertising strategies and better target your ideal clients.

    For more details on the new credit back system, read the full update here.

Second Big Change: LSA on Google Maps

Google Maps isn’t just for getting from point A to point B anymore. With the integration of Google Local Services Ads, your business can now pop up directly on Google Maps when potential clients are searching for local services listings.

Here’s a deeper dive into what this change means for your business, its advantages, potential challenges, and how you can make the most of it.


  1. Boosted Visibility: Imagine potential customers searching for services on Google Search and seeing your business pinned right there on Google Maps. This can lead to more clicks, more inquiries, and ultimately, more business. Your business becomes a visible option precisely when people are looking for solutions.
  2. Targeted Audience: One of the most significant benefits of LSAs on Google Maps is the precision of audience targeting. Users of Google Maps are typically ready to make a decision or purchase before they see the Google search results. This means you’re reaching a highly motivated audience.
  3. Enhanced Trust: Being featured on Google Maps inherently boosts your credibility. People tend to trust Google’s recommendations, and appearing in local searches lends your business an aura of legitimacy and reliability. This enhanced trust can be a decisive factor for clients choosing between your business and a competitor’s.


  1. Rising Competition: With the benefits clear, more businesses will run Local Services Ads, increasing competition. Standing out in this crowded space will become more challenging. To maintain an edge, you’ll need to continuously innovate and improve your local services ads account to stay ahead of competitors.
  2. Higher Costs: As competition rises, so does the cost per lead. You’ll need to carefully monitor your advertising budget to ensure that you’re achieving a good return on investment. It’s essential to balance your spending with the quality of leads you’re attracting to avoid overspending on ineffective ads.

How to Adjust:

  1. Optimize Your Profile: First and foremost, your local services ads account needs to be impeccable. Use high-quality images, detailed service descriptions, positive reviews, and acquire the Google Guarantee to boost credibility. Utilize the Local Services Ads app for better management on the go.
  2. Enhance Local SEO: Complement Google’s Local Services Ads with strong local SEO strategies. This includes optimizing your website content with relevant keywords, ensuring your business details are consistent across all platforms, and engaging with local community events and online forums. Effective local SEO can improve your organic ranking on Google Maps, making it easier for potential clients to find you.
  3. Monitor and Adjust: Keep a close watch on your ad performance. Regularly review your analytics to see which ads are performing well and which aren’t. Be ready to tweak your bids and strategies as needed. If certain keywords or ad formats aren’t delivering the desired results, adjust them to optimize your ad spend.

What We Recommend

To navigate this effectively, it’s crucial to monitor your lead quality and cost-per-qualified lead to ensure your advertising budget is spent efficiently and yields high returns. Keeping an eye on these metrics helps you identify trends, optimize your ad targeting, and adjust strategies to avoid wasting money on unqualified leads. Additionally, make sure to use the provided feedback survey to offer detailed input on lead quality, which aids in improving Google’s AI over time, resulting in better-targeted ads and higher-quality leads in the future. This proactive approach will help you maintain a competitive edge and maximize your ad performance.

Maximize your business’s potential with Little Big Marketing by optimizing your strategy for the latest Google Local Service Ads changes. Contact us today for a free consultation and let’s turn these updates into opportunities for growth and success.

Wrapping Up

These updates to Google’s Location Services Ads are powerful tools for businesses ready to grow. By understanding the benefits and potential challenges, you can adapt and thrive in this dynamic digital landscape. Optimize your Google Business profile, enhance your local SEO, and gather customer reviews to stay ahead of the competition and drive your business forward. Stay proactive, keep your clients’ needs at the forefront, and watch your business flourish with these Google-screened tools at your disposal!

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