Google is changing how Local Services Ads (LSA) call leads are charged starting October 1, 2026. The biggest change is that advertisers may now pay for certain calls even when nobody answers the phone.
A missed call during business hours can count as a valid, chargeable lead if the caller stays on the line for more than 20 seconds. Google can also charge for later follow-up calls between the business and the customer if the original call wasn’t charged but the follow-up meets its valid-lead criteria.
There is an exception for businesses using phone menus where callers must press a key to reach the right department. In those cases, the 20-second timer only starts after the caller presses the key. Google also says it is adding new protections against spam and automated calls, although it hasn’t explained those safeguards in detail yet.
