Local Services Ads leads are almost all phone calls, and most are charged. In the Probative benchmarks, phone-call leads make up 95–100% of Local Services Ads leads. The advertiser was charged for 80–85% of leads, and 5–10% were credited back after a dispute.
Probative benchmarks, 2025–2026
Local Services Ads: what kind of leads arrive and what gets charged
| What is measured | Published figure |
|---|---|
| Phone-call leads | 95–100% |
| Leads the advertiser was charged for | 80–85% |
| Leads credited back after a dispute | 5–10% |
What does this mean for your firm?
- Answer every call, fast. A Local Services Ads program is a phone program, and a missed lead is usually still charged.
- Dispute the leads that do not fit, and keep a short note on why. Credits come back only when you ask.
- Count signed clients from Local Services Ads, not leads. A charged lead is not a client.
How do I read this table?
Each row is a share of all Local Services Ads leads, shown as a five-point band, with injury and employment ads combined. The downloadable file also holds the share of message leads. Every value is aggregated across many observations, and rows that did not meet the privacy rules are suppressed for privacy.
The figures are bands, so treat each as approximate. How the benchmarks are made and protected.
Download this table and cite it
Each table is its own file. Free, with no email or login, under CC BY 4.0: copy and adapt it with credit to Probative Growth.
Cite this dataset: Probative Growth (2026). Probative benchmarks, 2025–2026 (v4.0.1) [Data set]. CC BY 4.0. https://doi.org/10.5281/zenodo.23735849. https://probativegrowth.com/research/benchmarks/lsa-lead-mix/
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How each figure is made and protected · Probative benchmarks, 2025–2026