Google Local Services Ads removes key features for tax specialists

In an update announced on January 6th, 2025, Google's Local Services Ads platform is discontinuing several core features specifically for tax specialist advertisers. According to an official email sent by the Local Services Team, message leads, autocrediting, booking capabilities, and call recording functionalities will no longer be supported for businesses in the tax specialist vertical.

The changes, which began implementation in the first week of January 2025, mark a significant shift in how tax specialist businesses can track and manage their leads through the platform. According to Google's documentation, these features had previously been integral components of the Local Services Ads ecosystem, with message leads being priced at 50% of corresponding phone leads and booking leads charged at the same rate as phone calls.

Industry experts have noted the timing of this announcement. Darren Shaw, founder of Whitespark.ca, raised questions about the strategic reasoning behind targeting this specific vertical. "What the heck? Why this vertical? I assume because their AI told them that most of the leads are legit leads?" Shaw commented on social media.

The automated lead crediting system, which had been a significant feature for quality control, was previously available exclusively in the United States and Canada, excluding healthcare verticals and advertisers in EMEA regions. The system allowed businesses to receive automatic credits for low-quality leads and provided feedback mechanisms for lead quality improvement.

Under the previous system, tax specialists could utilize multiple lead generation channels. Valid leads could be generated through text messages, emails, voicemails, direct phone conversations, missed calls with follow-ups, and booking requests. The platform's bidding system operated on three primary modes: Maximize Leads (automated bidding), Target Cost Per Lead (tCPL), and Max Per Lead (manual bidding).

Technical specifications of the previous system included:

• Automated bidding with target fields under Maximize Leads strategies
• Semi-automated smart bid strategies for target cost-per-lead
• Integration with Google Ads billing systems
• Automatic lead quality assessment mechanisms
• Weekly budget calculations based on average lead targets

The Local Services Team emphasized that while these features are being removed, tax specialist advertisers' ads will continue to serve as usual. No action is required from affected advertisers to maintain their current ad displays. However, this change significantly impacts their ability to track, manage, and verify lead quality through the platform's native tools.

The business impact extends beyond simple feature removal. Tax specialist advertisers will lose access to:

• Automated lead quality verification systems
• Half-priced message lead options
• Integrated booking management tools
• Call recording for verification purposes
• Automated crediting mechanisms for invalid leads

The modification affects the entire tax specialist vertical uniformly, regardless of business size or location. According to the Local Services documentation, businesses previously had access to detailed lead tracking capabilities, including status monitoring, charge verification, and lead quality assessment tools.

This development represents a significant shift in Google's approach to lead management for tax specialists, potentially signaling broader changes in how specialized professional service verticals are handled within the Local Services Ads ecosystem. The transformation occurs as the platform continues to evolve its automated bidding and lead management systems.