Google LSA Will Start Charging for Missed Calls on October 1
· Paid Media · 4 min read
Starting October 1, 2026, Google Local Services Ads (LSA) will charge you for missed calls. If a customer calls during your business hours and stays on the line for more than 20 seconds, that call counts as a valid lead, whether anyone picks up or not.
For businesses that rely on LSA to keep the phone ringing, this is one of the biggest policy shifts the platform has made. Every unanswered call now has a price tag. Here’s what’s changing, what Google is doing to protect you, and the steps we recommend taking before the new policy kicks in (and after).
What’s Changing on October 1
Google is updating how and when LSA advertisers are charged for call leads. Two changes matter most:
- Missed calls are now chargeable. A missed call during business hours will be charged as a valid lead if the caller stays on the line for more than 20 seconds, with a few exceptions (covered below).
- Follow-up calls can be charged, too. If a first call doesn’t qualify as a charged lead, any later call between your business and that customer that meets the valid lead criteria will be charged.
In short, Google is no longer waiting for you to connect with a customer before it counts the lead. The customer’s intent to reach you is what counts.
Why This Is a Big Deal
Under the current policy, a missed call with no voicemail is only charged if you follow up. That means you return the customer’s message by text, email, or phone and either speak with them or leave a voicemail. If you never followed up, you generally weren’t charged.
After October 1, that safety net goes away. The 20-second rule means a caller who waits through a few rings and hangs up can still cost you a lead, even if you never spoke with them
| Leads | Before October 1 | After October 1 |
|---|---|---|
| Missed call, no voicemail | Charged only if you follow up and connect or leave a voicemail | Charged if the caller stays on the line 20+ seconds during business hours |
| Follow-up calls | Tied to your follow-up on the missed call | Charged if they meet valid lead criteria, even when the first call didn’t qualify |
How Google Says It Will Protect Your Business
Google has built in a few safeguards to keep the new policy fair:
- Phone menus pause the clock. If your phone system asks callers to press a key to reach the right department, the 20-second timer doesn’t start until they press it. Callers who hang up without pressing a key won’t count against you.
- New spam protections. Google is adding safeguards to limit robocalls and spam call abuse, so junk calls are less likely to show up as charged leads.
Google’s reasoning is simple. LSA customers usually have an immediate need and expect to reach a trusted local pro quickly. This update is meant to reward businesses that answer fast and respond well.
What This Means for Your Business
Answering the phone is now a budget issue. Every missed call during business hours can cost you the price of a lead with nothing to show for it. How you prepare depends on your setup.
If You’re Not Using LSA Respond
The goal is to miss as few calls as possible. Start here:
- Confirm your business hours in LSA. Missed calls are charged during the hours you list. If your profile says you’re open when no one’s there to answer, you’re paying for calls you can’t take.
- Put an after-hours and overflow plan in place. An answering service, call forwarding, or a dedicated overflow line keeps calls from going unanswered when your team is busy or off the clock.
- Review your phone menu. If you use one, make sure it routes callers quickly. Remember, the 20-second clock starts once a caller presses a key.
- Talk to your team. Make sure everyone who answers the phone knows that speed matters more than ever.
If You’re Using LSA Respond
LSA Respond gives you a second chance at every missed call. Within 1-2 minutes of a missed call, it automatically texts the customer so they know you’re on it. It also emails you the missed call details, so your team can follow up and still turn that lead into a job.
With Google now charging for many missed calls, that fast follow-up helps you get value from leads you’re already paying for.
Your October 1 Checklist
- Double-check the business hours listed in your LSA profile
- Set up after-hours and overflow call coverage
- Test your phone menu and routing
- Brief your team on the new missed-call rules
- Ask about adding LSA Respond for automatic missed-call follow-up
EMSC is Here to Help
Policy changes like this one can quietly eat into your ad budget if you aren’t ready for them. As a Google Premier Partner, EMSC keeps a close eye on updates like this so our clients don’t get caught off guard.
If you have any questions about the new lead charge policy, or want help setting up LSA Respond or better call coverage before it’s too late, reach out to your EMSC account team.