LSA Lead Quality
What AdGradr checks
Section titled “What AdGradr checks”AdGradr evaluates four lead-quality signals on active LSA campaigns:
- Zero leads despite active spend is the most serious finding. It means the campaign is paying without producing.
- High CPL (above $200) signals you are paying premium rates for leads that often do not justify them.
- Zero-duration calls above 25% of total calls indicates poor call quality (caller hung up immediately, never connected, or the call dropped).
- Excessive credit/dispute rates above 30% suggests fundamental targeting issues.
These findings stack. An account with multiple lead-quality problems will receive compounding flags. The check only runs when your account has active LSA campaigns.
Why this matters
Section titled “Why this matters”LSA charges per lead, not per click. If your CPL exceeds $200, or a quarter of your calls have zero duration (caller hung up immediately or the connection failed), you are paying for leads that never had a chance to convert. These are symptoms of poor category targeting, overly broad service areas, or a profile that attracts the wrong inquiries.
Unlike search where a wasted click costs cents, an LSA junk lead can easily cost $50 to $100. Five junk leads in a day can wipe out the entire day’s budget without producing a single real prospect.
What good looks like
Section titled “What good looks like”A healthy LSA account maintains:
- CPL below $100 for most service categories (varies widely by industry)
- Zero-duration calls below 10% of total calls
- Lead-to-qualified-lead ratio above 50% (you can mark leads as qualified in the LSA dashboard)
- Consistent lead flow that matches budget instead of chunky spikes
Common mistakes
Section titled “Common mistakes”- Listing every possible service category. Attracts leads for services you do not actually prioritize, driving up junk-lead volume.
- Service area too broad. A roofing contractor advertising statewide will get inquiries from prospects 90 minutes away who never close.
- Profile copy that overpromises. “We do everything” attracts everyone, including the wrong everyone.
- Not marking leads as qualified or unqualified. LSA uses your feedback to improve targeting. Skipping this signal makes the algorithm worse over time.
How to fix it
Section titled “How to fix it”- Tighten service categories. Remove categories that consistently generate irrelevant leads. Focus on the three to five services that match your core business.
- Tighten service area. Most LSA accounts perform better with a smaller, more concentrated service radius. Test reducing it by 25% and watch lead quality.
- Review and mark every lead within 24 hours. Mark qualified vs unqualified in the LSA dashboard. Dispute the obvious junk (see LSA Dispute Health).
- Audit your profile copy. Specific, honest descriptions filter better than broad ones.
- Monitor CPL trends. If CPL climbs above $150, review your bidding (see LSA Bidding Strategy), service area size, and lead-quality patterns together. Lead quality alone is rarely the only lever.
When to ignore this check
Section titled “When to ignore this check”New LSA accounts (under 30 days) may not have enough lead volume for these ratios to be statistically meaningful. Allow at least 20 to 30 leads to accumulate before evaluating quality metrics.
Want someone to handle this? The Click Makers team manages Google Ads accounts for companies spending $10K+/month. Get in touch to see if we are a fit.