Google Ads Will Charge For Missed LSA Calls
Google Ads is changing how Local Services Ads charge businesses for call leads. Starting October 1, 2026, some missed and follow-up calls will become chargeable leads.
Missed calls during business hours can now count as valid leads. However, the caller must stay on the line for more than 20 seconds. The policy also covers qualifying follow-up calls. If an initial call does not qualify, later calls can still create a charge.
Google says the change aims to improve connections between customers and local professionals. Therefore, businesses may need to respond quickly to incoming calls.
New Rules Include Spam Protection
Google has added exceptions to protect advertisers from certain unwanted charges. For example, some businesses require callers to press a key before reaching the correct department. In that situation, the 20-second timer begins after the caller presses the required key. Businesses will not face a charge when callers fail to complete that step. Google also plans new safeguards against robot calls and spam abuse. These measures should help reduce fraudulent or malicious call activity. OkThe changes could affect businesses that rely heavily on Local Services Ads for customer leads. Advertisers should review their call-handling systems before the new rules begin.
Fast Responses May Become Even more important under the updated policy. Businesses that frequently miss calls could see more chargeable leads under the new system. Therefore, advertisers should monitor incoming calls and review their lead costs after October 1. They should also ensure routing systems work smoothly during business hours. Google says the policy supports customer expectations for quick connections with trusted local professionals. For advertisers, the update creates another reason to improve call response times.
