Verification, answering enquiries and service coverage can shape the value of a lead.
Not just an advertising dashboard
Local Services Ads has operational requirements that ordinary keyword-based campaigns do not always share in the same way. Eligibility, business verification, service categories, service locations and responsiveness can all affect how an advertiser manages the channel.
That means troubleshooting LSA can involve paperwork, customer service processes and account settings, not just bids or budgets.
What I would monitor
I would review active account warnings, eligible services, lead quality and missed enquiries. I also want to understand whether calls are answered at the times the business advertises itself as available.
Google's rules and charging practices can change. Before making a claim about whether an individual lead should be charged, I would verify the current policy and review the lead details.
My take
I think businesses underestimate the process after the phone rings. Generating an enquiry and making use of that enquiry are two different responsibilities, and both need attention.