Google Local Services Ads are changing: what contractors need to know about missed calls
Google has notified Local Services Ads advertisers that its call-lead charge policy is changing beginning October 1, 2026.
Under the announced update, certain unanswered LSA calls received during a business listed business hours may be treated as valid, chargeable leads when the caller remains on the line for more than 20 seconds. Valid-lead rules and exceptions still apply.
Why a missed paid call can cost more than the call itself
A missed paid call can create two different economic losses: potential lost job revenue and advertising spend tied to the lead.
Calculate your missed-call exposure
The Contractor Numbers Missed Call Revenue calculator estimates missed-job revenue and, for LSA users, potential paid lead exposure.
Calculate what missed calls may be costing you →Contractor Numbers treats the October 1 change as an announced policy update, not a guarantee that every unanswered call will be charged.