What it does is make sure every call you pay for gets answered by someone who can book the service, instead of ringing out or going to voicemail. Since October 1, 2026, Google can charge for missed calls or voicemails if the caller stays on the line for more than 20 seconds during your business hours.
Since the October 1, 2026 change, Google also bills missed calls during business hours when “the customer stays on the line for more than 20 seconds.” Voicemails can exceed those 20 seconds easily, even without customers leaving a message.
Google says missed calls can lower your ranking, so answering each one protects your position. Google’s “About ad rankings” documentation lists responsiveness as a factor in how likely your ad is to produce a lead, noting that missed calls may negatively affect responsiveness.
It also notes your average response time under profile quality, stating that higher quality profiles may rank higher and pay lower costs per lead. A receptionist that picks up instantly keeps your rankings from taking a possible hit.
Turn paid Google clicks into booked service calls.
Set up Bayside to answer your Local Services Ads calls 24/7. Never lose a paid lead to an empty ring or a 20-second voicemail charge.
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