Are Google Screened ads right for my business?
How Google Screened Ads Work
There’s a certain comfort in knowing the person you’re about to call has already been vetted. That’s what Google Screened is all about.
It’s not a gimmick. It’s a green checkmark—a little badge of trust that tells folks, “This business passed Google’s background check.” That means licenses are verified, insurance is in place, and the reviews speak for themselves. It’s designed for service providers you’d invite into your home—lawyers, financial planners, realtors, that kind of thing.
Now, here’s how it works for you, the advertiser:
You don’t pay when someone sees your ad. You only pay when someone calls you from it. That’s right—pay-per-lead, not pay-per-click. And if that lead turns out to be junk, you can dispute it. No guesswork. No games. Just real people calling because they need your help.
You show up at the very top of the search page—above the usual ads, above the organic results. It’s premium real estate, reserved for folks who’ve earned that green check.
So if you're in a business built on trust, and you’re ready to have more good conversations with people who are already looking for you—well, Google Screened might just be the most straightforward step you take all year.
Simple. Honest. And built to get the phone ringing.
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What Happens When a Lead’s No Good – Disputing with Google Screened
Now, here’s the thing. Not every call is going to be gold. Some folks misdial. Some just aren’t looking for the service you offer. And some, well—they were never going to become customers in the first place.
But Google understands that. That’s why they built in a little common sense: the lead dispute process.
If you get a lead that’s clearly not a fit—maybe it was a spam call, maybe the person asked for a service you don’t provide, or maybe they hung up before you even had the chance to speak—you don’t just have to eat the cost.
You go into your Google Local Services dashboard. You click “Dispute” next to the lead in question. And you pick a reason—Google gives you a few to choose from, like:
- The call was a wrong number
- The caller was looking for something you don’t offer
- It was a sales call or spam
- They were outside your service area
- It was a duplicate lead
Then, you submit it. That’s it.
Google reviews it. If they agree it’s not valid, they credit you back the lead cost. No drawn-out forms, no chasing people down. Just a fair shake.
So yes, you only pay for real opportunities—the kind you actually want. And if something slips through the cracks, you’ve got a way to make it right.
Because in the end, that’s what this is all about—giving good businesses a fair chance to be found, trusted, and chosen.
How Many Calls Will I Get for My Budget?
Here’s the truth: with Google Screened, you don’t buy clicks—you buy real conversations. And how many of those you get? Well, it depends on a few moving parts.
Let’s say you’ve got a monthly budget in mind. Maybe it’s $1,000. Google will try to spread that out over the month, only charging you when someone actually calls you from your ad. You’re not guessing. You’re getting real leads, not just traffic.
Now, here’s the simple math:
- Most industries see lead costs anywhere from $25 to $100+ per call. It depends on your field, your location, and how competitive it is.
- So, with that $1,000 budget, you might get 10 to 40 leads a month.
But it’s not random. You can see estimated lead costs inside your Local Services Ads dashboard. Google even gives you a lead estimate when you set your budget—so you’ll have a pretty good idea before you commit.
And remember, if some of those leads aren’t real opportunities, you can dispute them and get credit back. It keeps things honest.
The beauty of it is you’re not guessing what your ad did. You’ll hear the phone ring, and you’ll know.
So if you're budgeting for Google Screened, don’t ask, “How many clicks am I buying?” Ask, “How many conversations can I start with folks already looking for someone like me?”
Because that’s where business happens. One call at a time.
Here's a breakdown of the average cost per lead (CPL) for various industries participating in Google's Local Services Ads (LSAs), which includes the Google Screened program. These figures can help you estimate how many leads you might receive based on your budget.
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Average Cost Per Lead by Industry
Legal Services
- Average CPL: $30 – $100+
- Examples: Personal injury, family law, estate planning
- Notes: Higher CPL due to the high value of legal clients
Financial Services
- Average CPL: $30 – $100+
- Examples: Financial planners, tax specialists
- Notes: Costs vary based on service complexity and competition
Real Estate Services
- Average CPL: $49 – $75
- Examples: Real estate agents, brokers
- Notes: Moderate CPL with potential for high return on investment
Home Services
- Average CPL: $15 – $50
- Examples: Plumbers, electricians, HVAC technicians
- Notes: Competitive market with varying CPL based on urgency and location
- Average CPL: $20 – $50
- Examples: Dentists, chiropractors, personal trainers
- Notes: CPL influenced by specialization and local demand
Educational Services
- Average CPL: $15 – $40
- Examples: Tutors, driving instructors
- Notes: Lower CPL due to broader audience and less competition
Pet & Animal Services
- Average CPL: $20 – $30
- Examples: Veterinarians, pet groomers
- Notes: Consistent demand leads to stable CPL