Local Service Ads

Does anyone here have any experience with these new “Local Service Ads” that are appearing as part of Google Guaranteed for local business keywords? I cant seem to figure out the bidding mechanism. Google lets you set a desired weekly ad spend that promises a certain amount of leads (Calls) however the projected amount of leads doesnt come close to whats projected.
Also increasing the weekly ad spend doesnt seem to affect the likelihood of the click to call ad appearing more often for your keywords or increasing the amount of leads you get.

The whole local service ad format sucks because this now displaces traditional PPC for local keywords.