Google Introduces Call Charging Fees for Missed & Subsequent Calls on LSAs

Google has announced that it will start charging advertisers for missed and subsequent calls on its Local Service Ads (LSAs) platform, starting October 1st, 2026. The change aims to ensure that businesses are held accountable for responding promptly to customer inquiries.

The new policy states that missed calls during business hours will be charged as valid leads if a user stays on the line for more than 20 seconds. If an initial call doesn't qualify as a charged lead, any follow-up calls between the business and the user that meet the valid lead criteria will also be charged.

Google claims that this update is necessary because searchers are looking to connect quickly with trusted local professionals. The company believes that this policy change will help ensure its platform continues to meet customer expectations while rewarding businesses that provide excellent responsiveness.