Starting October 1, 2026, Google can charge Local Services Ads advertisers for some calls they never answer. Here's exactly what changes and how to prepare.
At a glance
- Until now, Google's help page lists a missed call as a charged lead when you return it by text, email or call (Google).
- From October 1, a missed call during business hours can be charged if the caller stays on the line more than 20 seconds (PPC Land, Search Engine Land).
- If a customer's first call wasn't charged, a follow-up call can be.
- With a phone menu, the 20-second timer starts only after the caller presses a key; no key press, no charge.
- Google's notice doesn't define "business hours" or detail its spam safeguards.
The plan
- Match your hours to your real coverage.If the hours in your account are longer than the hours someone actually answers, calls in that gap can become a cost. Shorten listed hours or extend coverage.
- Find your unanswered-call pattern.Look at when calls go unanswered: lunch, end of day, Friday afternoons and busy job days are common.
- Cover the gaps.Forward calls to a second person, use an answering service, or adjust hours for the times you can't answer.
- Review your phone menu.If you use one, keep it short and make sure every option reaches someone who can book the job.
- Check your routing number.Make sure LSA calls ring a phone that's actually staffed.
- Watch October closely.Each week, compare charged calls with the calls your team actually handled. Rate any lead that shouldn't have been charged.
Common mistakes
- Leaving 24/7 hours in the account when nobody answers at night.
- Long phone menus that lose callers after they've pressed a key.
- Assuming a missed call is free because it was free before.
How CallRadius handles this
CallRadius records every lead and whether Google charged it, and its call analysis flags calls that went unanswered, so an experienced manager can see when the gaps happen and work with the business to close them.
Sources
Frequently asked questions
Will Google charge me for missed calls?
From October 1, 2026, a missed call during business hours can be charged if the caller stays on the line more than 20 seconds, according to Google's notice to advertisers as reported by PPC Land and Search Engine Land.
How do I avoid paying for missed calls?
Make sure your listed business hours match when someone actually answers, cover common gaps, keep any phone menu short, and review charged calls each week.