Google changes call lead charging policy for Local Services Ads

Google has informed Local Services Ads customers that the charging policy for call leads will change starting October 1, 2026.

The major change is that missed calls received during business hours can now also be considered charged leads.

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Here is what the screenshot shows:

“On October 1, 2026, we are updating how and when you are charged for call leads originating from Local Services Ads.

What’s changing?

• Missed calls: Missed calls during business hours will now be charged as valid leads if they stay 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.

Protecting your business

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 robocalls and address spam call abuse.

Why are we making this change?

Customers turn to Local Services Ads every day with immediate needs, expecting 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.”