Google sent out emails to some advertisers notifying them that starting October 1st, Google Local Service Ads will charge for some missed and subsequent calls over the platform. "On October 01, 2026, we are updating how and when you are charged for call leads originating from Local Services Ads," the email wrote.
The email says:
- Missed calls: Missed calls during business hours will now be charged as valid leads if a user stays on the line for more than 20 seconds, with a few exceptions (see "Protecting your business" below for more information regarding exceptions).
- Subsequent calls: If an initial call doesn't qualify as a charged lead, any follow-up calls between your business and the user that meet the valid lead criteria will be charged.
The email then explained the "Protecting your business" section, which reads:
We remain committed to protecting the integrity of your leads through the following measures:- If your call-receiving setup requires customers to press a key to route them to the relevant department, then the 20 second-timer will start once customers press the key. You won't be charged if customers don't press a key to get routed.
- To safeguard against spam and malicious activity, we are introducing new safeguards to help limit robot calls and address spam call abuse.
Google said these changes are because searchers try "to connect quickly with a trusted local professional." "This policy update helps ensure our platform continues to meet these customer expectations while rewarding businesses that provide excellent responsiveness," Google wrote. So Google expects advertisers to be able to answer those calls, in a timely manner.
Here is the email from Joe on X who wrote, "More teriffic #LSA news," as a joke:
Forum discussion at X.
Update: Ginny Marvin, the Google Ads Liaison, clarified on X, "The advertiser will only be charged 1x for any follow-up calls they make to the user within 15 days of the initial interaction. Google considers a call or message within the past 15 days to be a recent interaction, and any follow-up call or message after that will generate a new lead and will be charged if it meets the valid lead criteria."
I can see why there's confusion and will pass that along to the team. The advertiser will only be charged 1x for any follow-up calls they make to the user within 15 days of the initial interaction. Google considers a call or message within the past 15 days to be a recent…
— AdsLiaison (@adsliaison) August 26, 2026
