Google Local Services Ads Are Moving Into the Google Ads Platform

Google is making a major change to how businesses manage Local Services Ads.

According to an official Google Ads announcement, existing Local Services Ads campaigns will gradually move into the main Google Ads platform. These campaigns will become a specialized type of Performance Max campaign designed specifically for pay-per-lead advertising.

The migration will happen in phases throughout 2026 and 2027.

Although businesses will manage their campaigns through a different platform, Google says the basic Local Services Ads experience will remain familiar. Advertisers will still pay for valid leads, and their ads will continue appearing in local positions on Google Search and Google Maps. Paid leads still sit next to the free ones in those local spots. The organic side of the same results is in local SEO for home services.

When Will Local Services Ads Move to Google Ads?

Google is not moving every advertiser at the same time. Instead, the company has created a phased migration timeline.

August 2026

The first phase will begin with selected home and storefront service advertisers in the United States.

This phase may include businesses offering services such as:

• Plumbing
• HVAC
• Electrical work
• Appliance repair
• House cleaning
• Lawn care
• Roofing
• Pest control
• Moving services

Late 2026

Later in 2026, Google will expand the migration to more advertiser groups.

This phase will include service-area businesses without physical storefronts. It will also include accounts using custom bidding settings or special booking configurations.

2027

Non-U.S. accounts and any remaining business categories that were not migrated during 2026 will move to Google Ads in 2027.

Therefore, the migration will not be fully completed by the end of 2026. Many U.S. advertisers may move during 2026, but international accounts and some remaining categories will transition during 2027.

What Is Not Changing After the Migration?

Google has clearly explained which parts of Local Services Ads will remain the same.

What Is Changing With the Local Services Ads Migration?

The biggest change is that advertisers will manage their campaigns inside Google Ads instead of using the separate Local Services Ads dashboard. However, several other important changes will also affect campaign management.

Local Campaigns Will Have a New Home

After migration, businesses will be able to manage budgets, targeting settings and customer inquiries directly inside Google Ads.

The separate Local Services Ads dashboard will no longer be available after an account has been migrated. Trying to access the old dashboard will automatically redirect the advertiser to the campaign overview inside Google Ads.

This change will give businesses one central platform for managing different Google advertising campaigns.

However, advertisers must be careful about their historical data.

Previous campaign performance reports will not automatically move into Google Ads. Businesses should download or export their old Local Services Ads reports before their migration date.

Past customer lead information will transfer, including contact details, message history and older call recordings. However, historical campaign-level performance data will not transfer.

Google Is Removing Manual Bidding

Manual bidding will no longer be available once Local Services Ads campaigns move into Google Ads. Previously, some advertisers could set the maximum amount they were willing to pay for each lead.

After the migration, businesses will need to use the bidding options supported by the new Google Ads campaign system. This may give advertisers less direct control over their cost per lead, especially if they are used to setting manual limits.

Therefore, businesses should review their current bidding strategy before the migration and prepare for the new automated bidding setup.

Industry-Level Target CPA Is Being Removed

Google Ads will no longer support separate Target CPA amounts for different service categories within the same campaign.

For example, a home service company may currently set one Target CPA for plumbing leads and another for HVAC leads. After the migration, Google may calculate one campaign-level Target CPA and apply it across all service categories in that campaign.

Businesses that want to maintain different bidding targets may need to create separate campaigns, such as:

• One campaign for plumbing
• One campaign for HVAC
• One campaign for electrical services

Creating separate campaigns can give advertisers better control over budgets, bidding strategies and lead costs for each service category.

Weekly Budgets Will Become Daily Budgets

As Local Services Ads move into Google Ads, weekly budgets will be converted into average daily budgets. Google will calculate the new amount by dividing the advertiser’s historical weekly budget by seven.

For example, a weekly budget of $700 will become an average daily budget of $100. This change is not expected to increase the advertiser’s overall monthly spending limit.

Google will calculate the monthly limit by multiplying the average daily budget by 30.4, which represents the average number of days in a month. Spending may be higher on busy days and lower on quieter days, but the total monthly charge should remain within the calculated limit.

Advertisers Will Get More Self-Service Controls

The move to Google Ads will give businesses more control over certain campaign settings. For example, advertisers will be able to change the phone number receiving call and message leads in real time.

They will also be able to manage:

• Campaign status
• Daily budgets
• Bidding targets
• Service areas
• Ad schedules
• Business categories
• Photos
• Customer leads

This could make campaign updates faster because businesses may no longer need to depend on separate support processes for every change.

However, core business information must still be managed through the company’s Google Business Profile.

Google Business Profile Information Will Connect With Google Ads

Google will use information from an advertiser’s Google Business Profile to pre-populate campaign details in Google Ads. Core details such as the business name, physical address and standard business hours will sync automatically.

This connection mainly works in one direction. Businesses must update these important details through their Google Business Profile, as they cannot be changed directly inside the ad campaign.

Other information, including photos, service areas and advertising schedules, may also be added during setup. However, advertisers can customize these details separately inside Google Ads.

Google says updates to business hours, phone numbers and minor business name details may appear within 24 hours. However, major changes to the business name, storefront address or primary category may trigger a verification review.

This review usually takes between 24 and 48 hours, and the campaign may temporarily pause during that time. Therefore, businesses should avoid making unnecessary major profile changes during important advertising periods, as these updates could briefly interrupt lead generation.

BBB Callouts Will No Longer Be Supported

Google is also removing Better Business Bureau callouts from these campaigns. Businesses that previously highlighted their BBB status will need to use other structured callouts to make their ads more attractive.

Google recommends selecting at least six alternative callouts from the campaign’s Assets section.

These callouts may highlight details such as:

• Business hours
• Services or specialties
• Accepted payment methods
• Years of experience
• Emergency availability
• Customer support options

This is an interesting change because Google appears to be placing more attention on information managed through its own advertising assets instead of external trust callouts such as BBB references.

For businesses that relied heavily on BBB recognition, the change may require a new strategy for communicating trust and credibility through ads.

Businesses Will Receive Advance Migration Emails

Google will notify account administrators before moving their Local Services Ads campaigns into Google Ads. The first notification email will arrive about 14 days before the scheduled migration date, while warning banners will also appear inside the existing Local Services Ads dashboard.

A second reminder will be sent seven days later. After the migration is completed successfully, Google will send another confirmation email.

During the transition, Google plans to automatically transfer important campaign details, including:

• Targeted locations
• Service types
• Business categories
• Budget limits
• Advertising schedules
• Business photos

Many ads may begin running immediately after the migration. However, advertisers should allow up to two weeks for the process to fully settle and for campaign performance to become stable again.

What Should Advertisers Do Before Migration?

Businesses using Local Services Ads should not wait until the final migration email arrives.

They should start preparing early.

Is This Still Local Services Ads?

The campaigns will technically move into a specialized Performance Max format, but many core Local Services Ads features will remain unchanged.

Businesses will still pay for valid leads instead of clicks. Their ads will continue to appear only on Google Search and Google Maps, and the campaigns will still use keywordless targeting.

Eligible businesses will also keep their existing verification status and Google Verified badge after the migration.

Therefore, this is not a standard Performance Max campaign replacing Local Services Ads. It is better understood as the Local Services Ads model moving into the Google Ads platform and being reorganized as a specialized Performance Max campaign built around pay-per-lead goals.

Why the Move Makes Sense

Local advertising expert Anthony Higman shared his thoughts about the update in a post on X.

YOO BIG WILD Google LSA News! Google Is Getting Rid Of The LSA Platform And Rolling Up Local Services Ads Into P-Max Campaigns! Lol.

Which Actually Makes A Ton Of Sense Since LSA Was Really The OG P-Max/Ai Max Campaign. Lol
It Will Be In A Phased Roll Out Starting In August… pic.twitter.com/VGY1CdqJsr

— Anthony Higman (@AnthonyHigman) July 20, 2026

He suggested that the move makes sense because Local Services Ads already shared some similarities with automated campaign types such as Performance Max and AI Max.

Local Services Ads have always relied heavily on automation, business information, location targeting and lead-focused optimization instead of traditional keyword management.

Moving the system into Google Ads may give Google a more unified way to manage automated advertising products.

It may also give advertisers easier access to campaign reporting, lead management and other Google Ads tools in one place.

Final Thoughts

The transition of Google Local Services Ads into Google Ads is a major platform change, but it does not remove the pay-per-lead advertising model.

Businesses will continue paying for valid customer inquiries, and their ads will remain focused on Google Search and Google Maps.

However, advertisers will need to adjust to daily budgets, automated bidding and campaign-level Target CPA settings.

They will also need to manage their campaigns through Google Ads, keep their Google Business Profile information accurate and replace unsupported BBB callouts with other business assets.

Most importantly, advertisers should download their historical performance reports before migration because this information will not transfer into the new platform.

Google will begin migrating selected U.S. advertisers in August 2026. More U.S. businesses will move later in 2026, while non-U.S. accounts and remaining categories will transition during 2027.

Businesses that prepare early will be in a better position to protect their campaign data, maintain lead flow and adjust smoothly to the new Google Ads experience.

Related updates: Google Is Moving Local Services Ads Into Performance Max Campaigns · Google Renames Local Services Platform Policies to Local Services Ads Requirements