Google Local Service Ads Now Hide Your Phone Number by Default
What happened
Google appears to have changed how phone numbers display on Local Service Ads (LSAs). Instead of showing the business phone number upfront, the ad now shows a "Get phone number" button that users must interact with before the number appears.
Search Engine Roundtable reported the change on 2 October 2026, noting that the phone number is hidden behind the button by default. The number still appears quickly — hovering near the button reveals it — but the initial display has changed.
Google has not made any official announcement about the change, and it's unclear whether this is a permanent rollout or a limited test. Follow-up coverage from SEO Vendor on 7 October confirmed the behaviour is widespread and treated it as a deliberate default-display change rather than a bug.
The likely reasoning is that Google wants to route more customer interactions through its own messaging and booking system — where it can track conversions and justify the ad spend — rather than direct phone calls that happen outside Google's tracking.
What this means for tradespeople
If you're paying for Google Local Service Ads (the "Google Guaranteed" listings that appear at the very top of search results), this could affect how customers contact you.
Many tradespeople — especially emergency plumbers, locksmiths, and electricians — rely on LSAs specifically because customers can call directly from the ad. Adding an extra step, even a small one, creates friction. And in a "burst pipe at 2am" situation, every extra tap matters.
The practical impact depends on how Google implements this. If the number appears on hover (as currently reported on desktop), most desktop users won't notice a difference. But on mobile, where there's no hover, a "Get phone number" button means an extra tap before the call connects — and some customers will tap a competitor's ad instead.
It's also worth noting that this change makes Google's own messaging feature more prominent by comparison. If the phone number is behind a button but the "Message" option is right there, more customers may message instead of calling — shifting the interaction onto Google's platform.
What to do about it
- Make sure your Google Business Profile is fully set up. If customers can't easily call from your LSA, they may click through to your Business Profile instead. Your profile needs to have your correct phone number, hours, and service area so you don't lose the lead.
- Enable messaging if you haven't. With the phone number less prominent, Google's messaging feature becomes a more important contact channel. If you're not responding to messages, you're missing enquiries.
- Monitor your LSA call volume. If you notice a dip in calls from your ads over the next few weeks, this change may be why. Track it and compare with your message volume to see if enquiries are shifting channel.
- Keep your Google reviews strong. Whether customers call, message, or click through to your profile, your star rating and review count still determine whether they choose you over the next tradesperson. That hasn't changed.
Source: Search Engine Roundtable