If you run Google Local Services Ads

Google now bills you for the calls you miss.

Since October 1, 2026, a Local Services call you miss during your business hours is charged as a lead once the caller has held for 20 seconds. Nobody has to pick up for you to be billed.

You pay for the call either way now.The only question left is whether somebody answers it.

Get it answering Hear it take a call ↓

Work out what your missed calls are costing you →

Hear it take a call

A burst pipe, while you're on another job.

Tuesday, 2:40pm. Mark rings, nobody picks up, and this is what he hears.

Re-enacted: the caller is scripted; the assistant is its real voice saying what it's built to say. No real customer's call is used. Or ring 253-354-9226 and have one of your own.

Dana's phone, a minute laterURGENT #14 Mark Ellis, Kent: burst pipe under the kitchen sink, water off at the main (emergency) (206) 555-0142

  1. Assistant Hi, you've reached Demo Plumbing Co. Dana can't get to the phone right now, so this is their assistant. Just so you know, this call is recorded. How can I help?
  2. Mark Yeah, hi. I've got a pipe that's burst under the kitchen sink and there's water going everywhere.
  3. Assistant Okay. First thing: can you get to your main water shut-off? Turning that off will stop the flooding while we sort the rest out.
  4. Mark Hang on. Yeah, I've just done it. It's slowed right down.
  5. Assistant Good. I'm going to get this to Dana as an emergency. Can I take your name?
  6. Mark Mark Ellis.
  7. Assistant Thanks, Mark. And where are you?
  8. Mark Twenty-two Maple Street, in Kent.
  9. Assistant Got it. Is the number you're calling from the best one to reach you on?
  10. Mark Yeah, that's my cell.
  11. Assistant Okay, Mark. I've marked this as an emergency and Dana will call you back as soon as they can. I can't promise a time, but it's flagged urgent. Keep that water off, and thanks for calling.
  12. Mark Thanks.

What changed

The rule, and where it comes from.

  • Missed calls are leads now. Google told Local Services advertisers on August 24: from October 1, a call missed during business hours is a valid lead once the caller has stayed on the line for 20 seconds.
  • About half of callers get through. 52% of callers to home-services businesses speak with a person (Invoca, 70 million calls, 2026). The rest were always lost. Now they're invoiced as well.

How it works

Live in about ten minutes.

  1. Get your number Fill in the form below. A local number is yours on the spot.
  2. Ring it From another phone. It answers as your business.
  3. Dial one code On the phone your customers ring. Your phone still rings first; it only gets the calls you miss. Another code turns it off.

Get started

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No payment details. You get a local number and the forwarding code straight away. Martin rings you after your first call lands, not before.

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