Free calculator · Google Local Services Ads

What are your missed Google calls costing you?

Since October 1, 2026, Google bills a Local Services call you miss during business hours as a lead once the caller has held for 20 seconds. Put in two numbers from your Local Services dashboard.

How it's worked out

  1. Missed calls = your calls × the share you don't answer.
  2. The most you're billed for them = missed calls × your cost per lead.
  3. If you leave the answer rate blank, we use 52%, the home-services average.

The rule, and where it comes from

  • Google told Local Services advertisers on August 24, 2026: from October 1, a call missed during business hours is a valid lead once the caller has stayed on the line for more than 20 seconds. Follow-up calls from the same person within 15 days are charged once. (TechWyse)
  • 52% of callers to home-services businesses speak with a person (Invoca, Home Services Benchmarks 2026, 70 million calls).
  • Answering doesn't make a call free: an answered Local Services call was always a paid lead. What it changes is whether you get the job.

Nothing you type here is stored. A result is just a link, so you can send it to whoever runs your ads.

Link to this calculator

Writing about the change? You're welcome to link to it:

<a href="https://cakewalk.ai/google-missed-calls/calculator">Google LSA missed-call cost calculator</a>