Starting October 1st, Google Local Service Ads will begin charging advertisers for certain missed calls and follow-up calls made through the platform. An email notification from Google explained that modifications to how call leads are billed will take effect on October 1, 2026.
The details outlined in the email include:
- Missed calls: If a potential customer calls during business hours but hangs up after more than 20 seconds without leaving a message, it counts as a valid lead and will be billed, with some exceptions outlined in the “Protecting your business” section.
- Follow-up calls: Even if an initial call doesn’t qualify for billing, any subsequent calls between your business and the same user that meet the criteria for valid leads will be charged.
The message then elaborates on measures in place to safeguard businesses, stating:
We are dedicated to ensuring the accuracy of your leads through specific protections:
– If your phone setup requires customers to press a key to be routed to the appropriate department, the 20-second timer begins only after they press that key. No charges will apply if customers don’t press a key for routing.
– To prevent spam and malicious activity, new safeguards are being introduced to limit robot calls and reduce spam call abuse.
Google emphasized that these updates are designed to reflect user behavior, as many searchers aim to quickly connect with trusted local professionals. The goal is to ensure the platform continues to meet these expectations while rewarding businesses that respond promptly and effectively.
An example of a social media post remarked humorously about this update, with the user joking about the new policy as “more terrific Local Service Ads news.” An accompanying image highlights the topic of missed and follow-up calls being billed.
Further discussions on this change are taking place in online forums and social media threads.