Google Starts Charging for Missed & Follow‑up Calls on Local Service Ads (Oct 1 2026)

Starting October 1 2026, Google Local Service Ads will begin charging for missed calls that last longer than 20 seconds during business hours.
If a call‑routing system requires a key press, the 20‑second timer starts only after the customer presses the key.
Google will charge an advertiser only once for any follow‑up calls made to the same user within a 15‑day window.

When does Google start charging for missed calls on Local Service Ads?

Google’s policy takes effect on October 1 2026, and missed calls that occur during business hours will be billed as valid leads when the caller remains on the line for more than 20 seconds, subject to a few listed exceptions.

What makes a missed call count as a charged lead?

A missed call is counted as a charged lead when the caller stays connected for over 20 seconds. If your phone system uses a key‑press menu, the timer only begins after the caller presses the routing key; no charge is applied if the key is never pressed.

When does the 20‑second timer start if my phone system requires a key press?

The timer starts once the customer presses the key that routes them to the relevant department. Calls that never reach that point are excluded from charging.

How are follow‑up calls charged after an initial call that didn’t qualify?

If the first call does not meet the 20‑second threshold, any subsequent call that does meet the “valid lead” criteria (e.g., exceeds 20 seconds) will be charged. Google treats each qualifying follow‑up as a lead, but the billing rules for frequency apply (see next question).

How many times will I be charged for follow‑up calls within 15 days?

Google will charge only once for any follow‑up calls you make to the same user within a 15‑day period after the initial interaction. Calls or messages after that window generate a new lead and are charged again if they meet the criteria.

What safeguards does Google have against spam or robot calls?

Google is adding new safeguards to limit robot calls and address spam abuse. The requirement that the 20‑second timer starts after a key press helps prevent automated systems from generating billable leads, and the 15‑day single‑charge rule reduces the impact of repeated spam calls.

Will the new policy of charging missed calls that last over 20 seconds increase my cost per lead and affect my overall ROI for Local Service Ads?

Because missed calls that exceed 20 seconds now generate a billable lead, advertisers who receive many brief but unanswered calls may see a higher cost per lead (CPL). If those calls previously went uncharged, the added expense could lower ROI unless the extra leads translate into conversions. However, the policy also rewards businesses that answer quickly, so improving answer rates may offset the higher CPL by increasing the number of qualified, billable leads.

How should I adjust my phone staffing or IVR setup during business hours to avoid being charged for calls that don’t meet the 20‑second threshold?

To minimize unwanted charges, consider staffing enough agents to answer calls within the first 20 seconds of ring time. If you use an IVR, configure the menu so that the routing key is pressed immediately after the greeting, ensuring the timer starts only when a real conversation can begin. Shortening hold times and prompting callers to press a key early can also reduce the chance that a non‑responsive or automated call reaches the 20‑second mark, protecting you from unnecessary lead fees.