As businesses prepare for the broader transition of Local Services Ads into the Google Ads ecosystem, Google has announced another significant change that could directly affect how much advertisers pay for LSA leads. Starting October 1, 2026, Google will begin charging Local Services Ads advertisers for certain missed phone calls that occur during their stated

For years, Google Local Services Ads (LSAs) have operated somewhat independently from traditional Google Ads. Businesses could use LSAs to generate phone calls, messages, and bookings while paying for qualified leads rather than paying every time someone clicked an advertisement. That is now changing. Beginning in August 2026, Google is transitioning Local Services Ads into