Today’s MarketingGoogle Ads rolls out an opt in for pay per lead terms
Google Ads is rolling out a setting called Ads with pay-per-lead goals terms, and advertisers must opt in to turn it on. Natasha Kaurra shared the terms, which require businesses to pass verification, give Google broad rights to submitted content and allow calls and messages to be recorded. She noted the terms do not explain lead prices, credit eligibility or booked job guarantees.
Our take
Paying per lead sounds safer than paying per click, but these terms hand Google your branding and your call recordings while staying silent on price. Do not opt in on the setting alone. Read the separate platform policies on lead pricing and credits first, and if you do test it, compare cost per booked job against your current Search campaigns, not cost per lead.
