Starting October 1, 2026, Google will charge landscape and outdoor living contractors running Local Services Ads ads for missed calls during business hours if the caller stays on the line past 20 seconds regardless if the lead was quotable or not.
This means every call that is missed if you’re working in the field, or lands at a voicemail inbox that’s full, and every call that gets screened by your phone’s call filter is now a billable lead. At an average cost-per-lead of $80 for landscape contractors running LSA, even 3-4 missed calls per week adds up fast.
We put together a full breakdown of the policy change and what it means for landscape contractors running LSA, and most importantly… how to fix it.