Google Local Services Ads will charge for some missed calls starting Oct. 1

Google is updating its Local Services Ads lead charge policy, changing how and when advertisers are charged for calls generated by their ads.

Starting Oct. 1st, certain missed calls and subsequent calls that meet Google’s valid lead criteria will become chargeable.

What’s changing. Missed calls during business hours will now be charged as valid leads when a user stays on the line for more than 20 seconds, with some exceptions.

That means advertisers could be charged for a call even if nobody at the business actually answers it.

Subsequent calls. If an initial call doesn’t qualify as a charged lead, Google says subsequent follow-up calls between the business and the user will be charged if they meet its valid lead criteria.

Call routing exceptions. Google is introducing an exception for businesses whose call-receiving setup requires customers to press a key to reach the appropriate department.

In these cases, the 20-second timer won’t begin until the customer presses the key. Businesses won’t be charged if the customer doesn’t press a key and therefore isn’t routed.

Spam protections. Google says it is introducing new safeguards intended to limit robot calls and address spam call abuse as part of the change.

The announcement doesn’t provide further details about how those protections will work.

Why Google is making the change. Google says Local Services Ads customers often have immediate needs and expect to connect quickly with a trusted local professional.

The company says the policy change is intended to help the platform meet those customer expectations while rewarding businesses that provide “excellent responsiveness.”

Why we care. The change puts more importance on advertisers’ ability to answer calls during business hours. Businesses could now pay for missed calls that last longer than 20 seconds, making call responsiveness and routing setup more directly connected to LSA costs.

Bottom line. Starting Oct. 1, Google will broaden what can qualify as a charged Local Services Ads call lead, including missed calls lasting more than 20 seconds during business hours and qualifying subsequent calls.

First spotted. This updated was spotted by a digital marketer on X.