Missed Calls on Google Local Services Ads Will Soon Cost You
If you're running Google Local Services Ads (LSA), you've been paying for calls you answer. Starting October 1, your business may also get charged for missed calls.
Google's updated its LSA lead charge policy to broaden what qualifies as a valid lead. If a user calls you during business hours and stays on the line for more than 20 seconds, you'll be charged for a valid lead regardless of whether or not you answer the phone.
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.
What’s Changing with LSA Call Leads
Google is expanding what counts as a billable interaction. Two major changes take effect in October.
Change #1: A missed call during business hours now qualifies as a charged lead if the caller stays on the line for more than 20 seconds. Even if you don’t pick up, you’ll still get charged.
Change #2: If an initial call doesn't trigger a charge, any follow-up calls between your business and that same user can still be charged if they meet valid lead criteria.
IVR exception: If your phone system requires callers to press a key to reach the right department, the 20-second timer doesn't start until they press it. No key press, no charge.
What to Do Before October 1
These aren’t major changes, but they do require you to review your setup before the deadline.
- Check your call routing setup now. If your IVR isn't configured correctly, you could start paying for calls that never reach anyone.
- Review your business hours on your Google Business Profile and live ads to make sure they're accurate, since the missed call rule only applies during listed hours.
- Audit how your team handles inbound calls. Responsiveness is now directly tied to what you spend.
Unreviewed settings and outdated business hours are easy to overlook and expensive to ignore. Heeler handles Google Ads and Google Business Profile management for Oklahoma businesses. Get in touch before the LSA deadline hits.