Google LSA now charges for some missed calls
If you buy leads through Google Local Services Ads, an unanswered call can now cost you the lead fee and the job. Here's exactly how the rule works, quoted from Google's help page, and what to check in your shop.
The rule in one line: a missed call during your business hours is a charged lead if the caller stays on the line more than 20 seconds. Voicemail counts.
Effective: October 1, 2026 (Search Engine Land, Aug 25, 2026)
Source: Google Local Services Help: How leads work (read Oct 17, 2026)
How it works (from Google)
When does Google charge for a missed Local Services Ads call?
When you miss a phone call during your business hours and the customer stays on the line for more than 20 seconds. Search Engine Land reported the change takes effect October 1, 2026.
Does voicemail count as a missed call?
Yes. Per Google, if a call goes to voicemail or an automated greeting during your business hours, it's treated as a connected call and is charged if the caller stays on the line for more than 20 seconds, whether or not they leave a message.
How does the 20-second rule work with a phone menu (IVR)?
If your phone system asks callers to press a key and they hang up without pressing one, you aren't charged, even if the menu played for more than 20 seconds. Once they press their first key, the 20-second timer starts. More key presses in multi-level menus don't reset it again.
If my phone rings for more than 20 seconds and I pick up, am I charged automatically?
No. The 20-second rule applies only to unanswered calls. If you or someone at your business answers, even after 20 seconds of ringing, the call is judged as an answered call based on the conversation.
What counts as business hours?
The hours set in your Google Business Profile. If you use an ad schedule that differs from your business hours, unanswered calls are only charged when they happen during your active ad schedule and within your business hours.
Will I be charged twice if the same customer calls back?
Once a lead is charged, follow-up calls or messages with that customer aren't charged again, as long as there's interaction within 15 days and the contact comes from the same phone number or email address. After 15 days with no activity, a new contact can be charged as a new lead.
What if I miss a short call and call the customer back?
Per Google, a follow-up call is evaluated using the rules for an answered call. You're charged once on the first call that qualifies as a valid lead and not again for later calls on that lead within 15 days.
Can I get credit for a bad lead?
Google says it assesses lead quality over a 30-day period and automatically credits leads it finds poor quality, duplicate or invalid (not available in the EEA, for health care, or for tax specialists). You can also rate a lead with the feedback survey on the Leads page and track each lead's Charge Status (Charged, Not charged, In review, Credited).
What to check this week
Our suggestions, not Google's. Based on the rules above.
- Match your Google Business Profile hours to when someone actually answers. Google uses those hours to decide which missed calls can be charged.
- Check your ad schedule. Missed calls are only charged inside both your ad schedule and your business hours.
- Cover the gaps: lunch, the morning rush, and job sites with no signal. Roll calls to a second person, an answering service, or an AI receptionist.
- Call missed LSA leads back fast. If the missed call was already charged, follow-ups with that customer within 15 days aren't charged again.
- Thinking about a "press 1" menu? Google starts the 20-second clock after the first key press. Watch whether callers hang up on the menu before you keep it.
- Review the Charge Status column on your Leads page and use the feedback survey on junk leads.