Local Services Ads 'how leads work' rewritten to charge for missed calls over 20 seconds

Google substantially rewrote its Local Services Ads 'how leads work' help page. The biggest change: an unanswered call can now be charged if the caller stays connected for more than 20 seconds during business hours. The page also adds a 30-day lead review window, four charge statuses, and a 15-day rule that generally stops repeat contact from the same customer being charged again.

• Google clarified when the 20-second clock starts for IVR and voicemail systems and when calls into automated systems can be charged.
• Leads can show as Charged, Not charged, In review or Credited.
• Google can keep evaluating a lead for 30 days and issue a credit later.
• New sections cover text message and email leads, message pricing, proxy numbers and proxy email addresses, plus an FAQ.
• The old list of situations that would not qualify for credits was removed; Google now points to an automated lead quality assessment instead.