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Local Services Ads will charge for missed calls from October 1

From October 1, 2026, Google Local Services Ads will bill some missed calls and follow-up calls as leads. Here is what counts and how to avoid paying for nothing.

What happened

Google told Local Services Ads advertisers by email that, from October 1, 2026, missed calls during business hours can be charged when the caller stays on the line for more than 20 seconds. Some follow-up calls will be chargeable too.

Why it matters

Until now a call you did not answer generally did not cost you. After October 1, an unanswered phone during opening hours becomes a paid lead that went to a competitor.

What to do

  • Make sure calls are answered during every hour listed on your profile
  • Correct your business hours so they match when someone can pick up
  • Add call overflow or an answering service for busy periods
  • Review lead charges weekly in October and dispute any that look invalid

The details

As reported by Search Engine Roundtable on August 25, the notice says a missed call is chargeable when it arrives within business hours and the caller waits more than 20 seconds. Where your phone system asks the caller to press a key first, the 20 seconds start after the keypress. Follow-up calls between you and the same customer can be charged if they meet Google's valid lead criteria, but only once within 15 days of the first contact. Calls after 15 days are treated as a new lead. Google also said it is adding safeguards against spam and malicious calls.

Our read

This rewards businesses that answer the phone and penalizes those that do not. The most common cause of wasted spend will be business hours that are wider than the hours someone actually answers. Check those first. If you cannot staff the phone reliably, a call answering service will usually cost less than the leads you would otherwise pay for and lose.

Sources

  1. Search Engine Roundtable: LSA to charge for missed and subsequent calls

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