Google LSA's October update makes missed calls billable

Starting October 1, 2026, Google Local Services Ads will charge for missed calls during business hours when the caller stays connected for more than 20 seconds. Follow-up interactions from the same customer within 15 days via the same phone number or email are not charged again, complicating lead attribution.

• Missed calls during business hours become billable if the caller stays on the line over 20 seconds
• With an IVR, the 20-second timer starts after the first key press
• Follow-up contacts from the same customer within 15 days are not charged again
• Calls reaching voicemail can be billable even if no message is left