Google is updating its Local Services Ads lead charge policy, changing how and when advertisers are charged for calls generated by their ads. Starting Oct. 1st, certain missed calls and subsequent calls that meet Google’s valid lead criteria will become chargeable. What’s changing. Missed calls during business hours will now be charged as valid leads when a user stays on the line for more than 20 seconds, with some exceptions. That means advertisers could be charged for a call even if nobody at the business actually answers it. Subsequent calls. If an initial call doesn’t qualify as a charged lead, Google says subsequent follow-up calls…
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