Local Services Ads to charge for missed calls over 20 seconds and follow-up calls from October 1, 2026

Google will bill Local Services advertisers for calls missed during business hours when the caller waits more than 20 seconds, and for one follow-up call within 15 days of a valid lead. For menu-routed lines the timer starts after the caller presses the key.

Clarified by Google Ads Liaison Ginny Marvin after Barry Schwartz's report.