Google expanded its “how leads work” help page for Local Services Ads, changing which phone leads are billable and how credits are handled, Search Engine Roundtable reported. Barry Schwartz called the missed-call rule the biggest change.
A call nobody answers can still cost the advertiser when the caller stays on the line past 20 seconds during business hours. Google also spelled out the moment that timer begins, and when calls routed to IVR or voicemail systems can be billed.
Google says a lead can stay under review for 30 days, with a credit possible afterward. Leads carry four statuses: “Charged,” “Not charged,” “In review,” and “Credited.” A repeat call or message from one customer generally is not billed again within 15 days. The page also covers message pricing, proxy numbers and email addresses, and the mechanics of messaging leads.
The old, long list of situations that did not qualify for credits is largely gone. Google’s automated review of lead quality takes its place. Advertisers should check lead statuses regularly, because credits can arrive well after the charge.
Search Engine Roundtable, reported by Barry Schwartz on October 8, 2026.
