Client Alert: Google Local Services Ads Is Moving Into Google Ads

​Beginning in August and continuing through 2027, Google is folding Local Services Ads (LSAs) into Google Ads as a new campaign type called Performance Max with pay-per-lead goals. The core of the program you know isn't going anywhere: you'll continue to pay for only valid leads, your ads will still show up on Search and Maps in the same spots, and keywordless targeting remains. But the platform you’re familiar with will change, along with a few key settings.

How will Google LSAs change with this transition?

• Your LSA dashboard retires at migration. Management moves to Google Ads.
• Historical performance reports won’t transfer. They’ll need to be exported before migration.
• Weekly budgets convert to daily/monthly.
• Manual bidding (setting your own max cost-per-lead) is deprecated.
• Vertical-level Target Cost-Per-Acquisition (tCPA) is deprecated. One tCPA applies per campaign. Separate campaigns are needed to keep different bids by vertical.
• BBB callouts are removed. Replace with at least 6 other structured callouts (hours, specialties, payment methods).
• Your Google Business Profile (GBP) becomes the source of truth for firm name, address, and hours, syncing into Google Ads daily. Major changes can trigger a 24- to 48-hour review and a short campaign pause.

What will remain the same?

• New pay-per-lead campaigns are still created through the old LSA flow for now.
• Pay-per-lead billing: valid calls and messages, not clicks
• Ad placement on Google Search and Maps, same positions
• Keywordless targeting by service category and area
• Verification status, badges, and full lead history (contacts, messages, call recordings) all transfer automatically

When are LSA accounts migrating?

Google will migrate accounts in phases, with the first scheduled to move next month:

• August 2026: US home and storefront service verticals (plumbing, HVAC, roofing, etc.)
• Late 2026: broader groups, including service-area businesses and custom bidding accounts
• Through 2027: most remaining accounts, likely including legal

Google will notify your account admin 14 days before migration, then again 7 days out. Admins will receive a final confirmation email once their account has been migrated.

What’s next?

Good2bSocial is already working to prepare our clients' accounts for this transition:

• Exporting performance reports for every account now
• Reviewing accounts on manual bidding or vertical-level tCPA and lining up replacements
• Confirming Google Business Profile accuracy and access for each client
• Setting expectations for a possible two-week dip in performance after migration

You’ll find more details in Google’s announcement.

If you’d like to discuss this further or have questions about your firm’s Google LSA account, please don’t hesitate to reach out to our team.