Posted 3 hours ago3 hr comment_11808 “This call is being recorded for Google algorithm optimization purposes.” On April 22, Google Ads notified Local Services Ads (LSA) advertisers of a significant update to its Terms of Service, asserting the right to use, modify, and analyze all content within an advertiser’s LSA profile, including phone calls from prospective customers. These rights extend not only across Google’s platforms, products, and services, but also to its affiliates. And yes, Google has already been digitally eavesdropping on LSA phone calls. In July 2024, they replaced the previously manual (and relatively accurate) lead dispute process with an automated, AI-driven system. Anecdotally, this benefited advertisers who didn’t closely monitor lead quality – but those with efficient review processes ended up paying more. The scope of this AI analysis now extends far beyond lead quality, capturing service details, pricing, special offers, and discounts. In effect, Google is positioned to create a comprehensive pricing map of LSA advertisers using inbound call data. At this point, it’s still unclear whether agency MCCs can override an individual advertiser’s consent – or if clients are even being informed when their data rights are handed over. Join us – or else… Advertisers must proactively opt in to the new terms by June 5. “However, if you don’t [accept] your ads will no longer be eligible to serve.” Notably, agencies can accept these terms on behalf of their clients – presumably with notice, though whether that actually happens is beyond Google’s control. Problems and pontifications While this is speculative, the updated terms raise significant privacy, legal, and surveillance concerns. Abuse of pricing data Google specifically cites pricing information in its update. This opens the door to using that data in AI-driven pricing models – potentially allowing Google to influence bidding strategies based on advertiser revenue. Privacy There are serious privacy issues in shifting from simple call monitoring to full data synthesis. On the advertiser side, imagine a criminal defense firm fielding intake calls where prospective clients share incriminating details. Even more concerning is the ability to build caller-level profiles – tracking someone through multiple calls and stitching together deeply personal context. Someone searching for a cheap plumber because they’re selling a house, due to a divorce, sparked by infidelity, while battling for custody of a diabetic child after losing a job and health insurance. That level of data mining is chilling. Get the newsletter search marketers rely on. Business email address Sign me up! Processing... See terms. YMYL industries Some industries may need to opt out entirely. Attorney Raif Palmer put it bluntly: “I don’t think lawyers can agree, which means they can’t use LSA period.” With confidentiality obligations and Google claiming rights to recorded conversations, legal and medical professionals may have no ethical choice but to walk away. It’s unclear whether Google will eventually make exemptions for industries under the “Your Money or Your Life” (YMYL) umbrella. AI Overviews All this data – from images and websites to recorded calls – feeds AI Overviews. Businesses that embrace the ecosystem could gain visibility, as Google builds richer business profiles from this content stream. Intake Success in the AI Overviews era may come down to the first impression. Think: a friendly, keyword-savvy receptionist, or an automated message carefully crafted to hit all the right search triggers. In law, for example, intake staff might soon be coached to “groom” the AI Overviews: “Yes, Attorney Jones has 22 years of experience in divorce law in the greater Chattanooga metro. He was recognized by SuperLawyers last year, speaks fluent Spanish, and is competitively priced.” Responding strategically to Google’s new LSA terms It’s still early days for these changes, and with six weeks until the opt-in deadline, there’s likely more conversation – and potential pushback – to come, especially from sensitive industries. For what it’s worth, the Google reps we spoke with didn’t seem to know anything about the program. View the full article
