Does Google charge for missed LSA calls and voicemail?

It can. Google's How leads work page, read October 17, 2026, lists this as a valid lead: “You missed a phone call during your business hours and the customer stays on the line for more than 20 seconds.” The same page adds: “If you've set an ad schedule that differs from your business hours, unanswered calls are only charged when they happen during your active ad schedule and within your business hours.”

It can. Google's How leads work page, read October 17, 2026, says: “If a call goes to voicemail or an automated greeting during your business hours, it's treated as a connected call and is charged if the caller stays on the line for more than 20 seconds, whether or not they leave a message.” Its list of valid leads also includes: “You receive a voicemail from the customer.” Google's voicemail rule names your business hours; its list of valid leads names a voicemail with no hours attached, so check the charge status of after-hours voicemails on the Leads page in Google Ads.

Google ties unanswered calls to your hours and your ad schedule. Its How leads work page, read October 17, 2026, says: “"Business hours" are the hours you set in your Google Business Profile, which you can update at any time.” “If you've set an ad schedule that differs from your business hours, unanswered calls are only charged when they happen during your active ad schedule and within your business hours.” To see how a given call was billed, check its charge status on the Leads page in Google Ads.

Google's help link titled “How to dispute charges” opened the automated lead credits page when we read it on October 17, 2026. That page opens with: “Lead credits aren't available for health care verticals, tax specialists, or advertisers in EMEA.” It also says: “Charged leads get reassessed by our models over time, and may be issued credits automatically if later determined to be low quality.” “In most cases, credits will be applied to your account balance within 30 days. Note that the original lead charge will still appear on your invoice.” For a lead you think is poor quality, Google's How leads work page says: “If you believe the lead you received is poor quality, you can let us know in the Feedback Survey for that lead.” “We may also occasionally credit leads you report as poor quality through this survey.”

Google's About ad rankings page, read October 17, 2026, lists responsiveness among the factors in how likely your ad is to result in a lead: “Your responsiveness to customer inquiries and requests: Missed calls may negatively affect your responsiveness.” The page does not say how much weight each factor carries.

It does not change Google's price or rules, but answering can add charged leads. Google decides which leads are charged under its own rules, and OnCrew does not change what Google charges for a Local Services Ads lead. During your business hours and ad schedule, a caller who stays on the line for more than 20 seconds can be a charged lead whether or not anyone answers; for that caller, what answering changes is whether they reach a conversation. Outside your business hours or ad schedule, and for a caller who hangs up within 20 seconds, Google does not charge an unanswered call but judges an answered call on the conversation, so answering those calls can add charged leads. Google's How leads work page, read October 17, 2026, says: “If you've set an ad schedule that differs from your business hours, unanswered calls are only charged when they happen during your active ad schedule and within your business hours.” It also says: “The 20-second ring rule applies only to unanswered (missed) calls.” “If you or someone at your business answers the phone (even after 20 seconds of ringing) you aren't charged based on the ring time. Instead, the call lead is evaluated as an answered call based on your conversation with the customer.” The Google pages quoted here do not say whether a call an AI receptionist picks up counts as an answered call or as an automated greeting, so check the Charge Status column on the Leads page after you forward your line.

On the Leads page in Google Ads. Google's How leads work page, read October 17, 2026, says: “You can track each lead's billing status under the Charge Status column on the Leads page in Google Ads (marked as “Charged,” “Not charged,” “In review,” or “Credited”).” Google's transition page adds: “To check, download, or interact with your leads, navigate to the “Goals” dropdown, click Conversions, and select Leads.”

Google is moving Local Services Ads into Google Ads. Its transition page, read October 17, 2026, says: “Over the upcoming months, existing Local Services Ads campaigns will be automatically migrated to a specialized Performance Max campaign type optimized specifically for pay-per-lead goals.” It also says: “Pay-per-lead model: You still only pay for valid leads (such as phone calls and messages) rather than ad clicks.” The first phase: “August 2026: The first phase of the migration begins for select home and storefront service advertisers in the United States (including plumbing, HVAC, electrical, appliance repair, house cleaning, lawn care, roofing, pest control, and moving).”

OnCrew is an AI receptionist on monthly plans: Starter is $49 a month for 100 included calls, Pro is $149 for 400 and Multi-Truck is $349 for 1,000, then $0.99 per extra call. Every plan starts with a 14-day free trial, no card to start. Hear it answer on the demo line at (818) 578-4783.