Google Ads · Status at source date: Newsletter archive
Missed and subsequent LSA calls become chargeable on 1 October
Google has told Local Services Ads advertisers that a missed call during stated business hours may be billed as a valid lead when the caller remains connected for more than 20 seconds. Google later clarified that qualifying follow-up calls can also be charged once within 15 days of the initial lead, while interactive voice response timing begins after the caller selects an option.
Why it matters for advertisers
For you, this means call handling is now a direct media-cost control, so align business hours, routing, IVR design, and intake coverage before 1 October.
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Original newsletter text and archive evidence
Missed and subsequent LSA calls become chargeable on 1 October
Google has told Local Services Ads advertisers that a missed call during stated business hours may be billed as a valid lead when the caller remains connected for more than 20 seconds. Google later clarified that qualifying follow-up calls can also be charged once within 15 days of the initial lead, while interactive voice response timing begins after the caller selects an option. For you, this means call handling is now a direct media-cost control, so align business hours, routing, IVR design, and intake coverage before 1 October.
Source captured . First-contributor labels follow the newsletter’s explicit wording.
