Yelp’s marketplace model can lead to a different mix of leads than LSA because customers often use Yelp to discover, compare, and research several local businesses before deciding who to contact. LSA is more focused on capturing people who are actively searching for a specific local service on Google.
Because of that, Yelp leads may include more comparison shoppers or customers who are earlier in the buying process, while LSA leads can be more service-focused and ready to contact a business.
That doesn’t mean Yelp leads are lower quality. You should compare the two based on what happens after the lead comes in:
- Qualified lead rate
- Booking rate
- Close rate
- Average customer value
- Cost per acquired customer
If Yelp produces fewer leads but a similar or better number of paying customers, its marketplace model may still be valuable. The real measure of lead quality is how many leads turn into profitable customers, not where they originated.
Also Read: How can I identify whether Yelp leads are genuinely incremental?
