Google changed Local Services Ads. Oct 1, 2026.

Google now bills you for the calls you miss.

Local Services Ads just moved into Google Ads. The old dashboard is going away, manual bidding is gone, and a missed call that rings 20 seconds is now a paid lead. Most plumbers haven't opened the email yet.

See what it's costing you Get the free audit For plumbers, HVAC, electricians and roofers running Google Local Services Ads in the US.

Three things that change your phone bill.

You didn't do anything wrong. Google rebuilt the product underneath you. Here's what actually matters out of the announcement.

Since Oct 1Missed calls are chargeable.A caller who holds past about 20 seconds during business hours and hangs up counts as a lead. You pay the lead price and never talk to them. Follow-up calls from the same customer can bill again.

Rolling out nowYour LSA account becomes a Google Ads campaign.Performance Max, pay-per-lead. Manual bids and industry Target CPA disappear. Google sets the bid. If your budget cap and service area aren't rebuilt correctly, spend climbs.

On your migration dateYour reports vanish.The old dashboard redirects to Google Ads. Historical lead reports are gone unless someone exported them first. Google gives you 14 days' notice by email.

What the new rules cost you a month.

Put in your real numbers. Nothing is saved until you ask for the audit. The math: missed calls that now bill as leads, plus the jobs those callers would have booked.

Don't know your lead cost? It's on any lead in your LSA dashboard. Plumbing in PA runs roughly $35–90 a lead.

Lead Engine. Three jobs, done for you.

You keep running the business. We make sure Google's change costs you nothing and you stop paying for calls nobody picked up.

We handle the migration.
Export your full lead history before it disappears. Rebuild the campaign in Google Ads the right way: budget cap, service area, job types, hours, Business Profile match. Ten-minute walkthrough when it's done.
Every LSA call gets answered.
Your line forwards on no-answer to an AI receptionist in your company name. It triages, books into your real arrival windows, and texts you the job. A missed call that becomes a booked job is no longer a billable mistake.
We dispute the junk every week.
Spam, wrong-area, solicitors, duplicate callbacks: we review every lead Google charged you for and file the disputes. Credits land back on your account. You get a Monday scorecard: leads, disputes won, jobs booked.

Priced under one lead a week.

No contract. Month to month. Cancel by texting Nick. Your Google Ads account, your phone number, your data — all stay yours. Lead spend is paid to Google directly; we never touch it.

Lead Engine

$497setup

then $147 / month

Full LSA → Google Ads migration
Lead history exported before it's deleted
Campaign rebuilt: budget cap, area, hours, GBP match
Weekly lead review + dispute filing
Budget watch — we flag spend creep same day
Monday scorecard texted to you
Not on LSA yet? We handle the application too

First 5 shops in October: $297 setup

Full Front Office

$797setup

then $297 / month

Everything in Lead Engine
24/7 AI receptionist on your LSA line — no call rings out, no missed-call charges
Missed-call text-back in 30 seconds
Booked jobs pushed into Housecall Pro
Review Engine: every finished job asks for a Google review
One number, one bill, one guy to text

Guarantee: if the disputes we win plus the jobs the receptionist books don't add up to more than your monthly fee in the first 60 days, month three is free.

What owners ask.

I haven't gotten any email from Google.

Plumbing, HVAC and electrical were in the first wave starting August. The notice goes to the email on the LSA account, 14 days before your date, and most of them land in a folder nobody reads. We check your account status on the audit call.

Can't I just do the migration myself?

Yes. Google does it automatically on your date. What it won't do is export your history, fix the budget cap, or tell you the bidding you used to control is gone. The $497 is for not finding out in your next invoice.

My office manager answers the phone.

Good. The receptionist only picks up after your line rings out: lunch, after 5, Saturday, when she's on the other line. Those are exactly the calls Google now bills you for.

Do you touch my Google Ads budget?

We set the cap you tell us and watch it. We never raise it without a text from you. You keep admin on the account; we're added as a manager you can remove in one click.

Does disputing actually get money back?

Google credits valid disputes. Most shops never file because it takes 20 minutes a week in a tool they don't open. We file every week and the scorecard shows exactly what came back.

Already have the Never Miss a Call receptionist?

Then you're one step from the Full Front Office. Text Nick and we'll credit what you already paid.

Free LSA audit. Today.

Nick checks your migration status, your lead costs and how many calls rang out last month, then texts you the numbers. Ten minutes. No pitch unless you want one.

Got it. Nick's on it.

You'll get a text shortly. Rough number from what you entered: —/month under the new rules.