Google Charges Contractors for Missed Calls from October 1
Google is introducing a new rule for US Local Services Ads advertisers that will charge them for missed calls during business hours. From October 1, 2026, a call that goes unanswered will be counted as a lead once the caller has waited more than 20 seconds.
The change is expected to impact many contractors who buy leads through Google and are now turning to an AI answering service. According to Invoca's 2026 data, about 48% of calls to home-services businesses go unanswered.
An AI answering service, such as Wakeman, answers the business phone with a natural voice, asks trade-specific questions, checks the address, and sends the job details to the owner or on-call technician. The service offers different plans, including one that costs $149 per month with 300 minutes included.
Contractors should check a few simple things before choosing an AI answering service, such as whether it tells callers it is an AI, how it handles emergencies, and which field-service software it connects to. They can also use a missed-call cost calculator for Local Services Ads to estimate the potential costs of the new rule.