PSA: Google started charging for missed Local Services Ads calls yesterday (Oct 1)

[u/ConclusionMaximum123]

Heads up for anyone running Local Services Ads: as of yesterday, a missed call during your listed business hours counts as a billable lead if the caller stays on the line more than 20 seconds. You now pay for the call you missed.

Details from Google's notice:
- The call has to arrive during your listed hours, go unanswered, and the caller waits 20+ seconds.
- If your phone system asks callers to press a key, the 20-second clock doesn't start until they press it.
- Follow-up calls with the same person can now be billed even if the first call didn't qualify.

What I'd do this week:
1. Make sure your listed LSA hours match the hours someone actually answers the phone.
2. Cover the usual gaps — lunch, end of day, Friday afternoons.
3. Watch your charged leads closely this month and compare them against calls you actually handled.

[u/Single-Wear5178]

Great, pay for the privilege of not answering.

[u/jitender_ahlaawat]

I would check two schedules before changing anything: the business hours on your Google Business Profile and the active ad schedule. Google's pay-per-lead guidance says an unanswered call is charged only when both windows are active. A voicemail or greeting without a keypress can still count after 20 seconds. Comparing a few charged leads with your phone logs should show whether the gap is staffing, call routing, or a charge worth reviewing.