If you pay Google for Local Service Ads leads, the rulebook for what counts as a billable lead just got rewritten. Google expanded its "how leads work" help page, and the changes affect when a missed call costs you money and how long you have to dispute a bad lead.
What Changed in the Lead Rules
Search Engine Roundtable flagged several updates to Google's documentation. The biggest: unanswered calls can now be charged if the caller stays connected for more than 20 seconds during business hours. Google also now explains when that clock starts and when calls that reach an IVR or voicemail system can be charged.
Other changes in the updated page:
Follow-up calls or messages from the same customer generally are not charged again within 15 days.
New sections cover text message and email leads, message pricing, and proxy numbers and email addresses.
Leads can show as Charged, Not charged, In review, or Credited.
Why the Credit Window Matters
Google can keep evaluating a lead for 30 days and later issue a credit. The earlier list of situations that did not qualify for credits is largely gone; Google now relies on an automated lead-quality assessment. That sounds friendlier, but it also means less clarity about what you can reasonably dispute.
For a plumber, an electrician, or a consultant who lets calls roll to voicemail during the workday, a missed call is no longer just a missed opportunity; it can be a charge.
What to Do About It
Read the updated Google lead documentation yourself, since the details are changing.
Make sure someone answers calls during your listed business hours, or that your hours match when you can actually pick up.
Check how your voicemail or phone menu is set up, because Google now explains when those calls can be billed.
Review your lead statuses regularly and note anything marked In review, since credits can arrive up to 30 days later.
Keep your own call log so you can compare it against what Google charged.
The takeaway: Local Service Ads billing now depends on how and when you answer the phone, so your hours and call handling are part of your ad budget.
Further reading: Local Services Ads Is Merging Into Google Ads: What This Means for Your Leads
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