Observed Signal · Sep 25, 2026 · Policy Update · Source: https://martechseries.com/feed/ · Impact: 4/5 · Sentiment: Positive
Google to Charge for Missed LSA Calls Starting October 1
Google will begin charging Local Services Ads (LSA) advertisers for missed calls that meet certain criteria starting October 1, 2026. CallRadius, a human-managed LSA service, has published a five-step guide to help advertisers limit these new charges. The changes include billing for missed calls during business hours if the caller stays on the line for over 20 seconds, and follow-up calls can also be charged. Businesses using phone menus are only charged after a key is pressed. Google is also adding safeguards against robocalls. CallRadius highlights the importance of aligning business hours with actual phone coverage and monitoring call data to avoid unexpected costs.
Google's new billing policy affects LSA advertisers' costs, prompting a need for strategic adjustments.
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Key Takeaways & Evidence Grounding
- Google will begin charging for missed LSA calls starting October 1, 2026.
- Missed calls lasting over 20 seconds during business hours may be billed as leads.
- Follow-up calls can also be charged if they meet Google's valid-lead criteria.
- Phone menu callers are only charged after pressing a key.
- CallRadius published a five-step guide to help advertisers mitigate charges.
Connected Companies & Entities
1 Entity mapped“Google will begin charging Local Services Ads (LSA) advertisers for some calls that go unanswered....”
Ontology Mapping & Concepts
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