Google Local Service Ads Message Leads New Value-Based Pricing

"Message Fanout: We're launching a "Request multiple opinions" feature, which allows consumers to message multiple providers in one go. We noticed that consumers often want to message multiple businesses before making a hiring decision, and do so manually one by one today. This feature Is aimed at improving their experience. Only the businesses that are opted into message leads will be part of this experience. These leads will be annotated with the text "This consumer has contacted multiple businesses" to give advertisers visibility into consumer intent."

"Value-based pricing: We're introducing value-based pricing where we offer discounts on message leads that are based on the estimated value of the lead (as opposed to a flat 50% discount on the equivalent call lead price, previously). We determine lead value based on the consumer's likelihood to book the service, using a number of factors including but not limited to our knowledge of the consumer, the service requested by them, and whether they also contacted other businesses for the same need. This means that you may see higher discounts for leads where the consumer contacts multiple businesses (fanout leads). This means that your spend on message leads will now be better aligned with their value to you. You can view your total spend on, and the corresponding volume of message leads, on your reporting dashboard."

Google is updating Local Services Ads message leads with a Message Fanout feature and value-based pricing. Request multiple opinions lets consumers message multiple providers at once. Only businesses opted into message leads will be included. Fanout leads will be annotated "This consumer has contacted multiple businesses" to indicate consumer intent. Discounts for message leads will be based on estimated lead value instead of a flat 50% rate. Lead value uses factors such as consumer likelihood to book, the service requested, and whether other businesses were contacted. Advertisers can view spend and message lead volume in the reporting dashboard.

Read at Search Engine Roundtable