Google Is Bringing Local Services Ads Into Google Ads

It’s official: Google is preparing to move Local Services Ads into the Google Ads interface.

The modulation originates successful August pinch a constricted group of U.S. advertisers. Google will gradually move different accounts done 2027.

Local Services advertisers will summation a centralized spot to negociate campaigns and leads. However, the move besides changes respective bidding, reporting, and relationship guidance workflows.

Read connected to understand much astir the migration timeline, what’s changing and staying the aforesaid for Local Services companies, and really to prepare.

How The New Local Services Campaigns Will Work

Google is bringing Local Services Ads into Google Ads done Performance Max campaigns built for pay-per-lead goals.

Despite the Performance Max run name, these campaigns will support the aforesaid scope arsenic Local Services Ads. They will stay keywordless and look exclusively connected Search and Maps.

The billing exemplary will besides enactment the same. Advertisers will proceed paying for valid leads, including calls, messages, and bookings, alternatively than clicks.

Advertisers will now negociate their Local Services campaigns and respond to leads wrong Google Ads. The abstracted Local Services Ads dashboard will nary longer beryllium disposable aft migration.

Google will statesman moving a mini group of U.S. advertisers successful August 2026. Other accounts will travel successful phases done 2027.

How Campaign Management Will Change

The caller interface comes pinch changes to bidding, budgets, reporting, and Business Profile management.

See beneath for immoderate examples of really Local Services ads will activity aft the migration to Google Ads.

The Target CPA alteration could impact businesses that advertise respective services wrong 1 campaign.

For example, a contractor whitethorn usage different targets for plumbing and HVAC leads. Google will cipher 1 campaign-level target covering some categories aft migration.

Advertisers tin create abstracted campaigns if those services request different targets. Before splitting them, comparison each category’s lead volume, acquisition cost, adjacent rate, and customer value.

Separate campaigns supply much bidding control, but each run will person little conversion data. Lower-volume advertisers whitethorn find that a mixed run gives Google stronger bidding signals.

What Advertisers Should Do Before And After Migration

As mentioned above, Google will statesman moving a mini group of U.S. advertisers successful early August 2026.

The first group of advertisers will see businesses crossed pet care, location services, wellness, and education. Google’s thief archiving besides lists respective location and storefront categories scheduled for the first phase.

The rollout will grow to much U.S. advertisers later successful 2026. Non-U.S. accounts and remaining business categories will travel successful 2027.

Account administrators will person announcement 14 days earlier migration, followed by different reminder 7 days later. Google will besides corroborate erstwhile the migration finishes.

Download Historical Reports

One of the astir important notes is that humanities reports will not transfer complete to Google Ads. Lead histories will transfer, but humanities capacity reports will not.

Advertisers will suffer entree to the original Local Services Ads dashboard aft migration. Be judge to download immoderate reports needed for year-over-year comparisons, customer reporting, aliases soul study earlier the relationship moves.

Agencies managing respective accounts whitethorn want to statesman those backups earlier Google sends the first migration notices.

Review Transferred Campaigns

Google will move run settings automatically, but advertisers should verify the pursuing specifications afterward and that they align pinch your business goals:

• Daily budget
• Campaign-level Target CPA
• Service categories and locations
• Ad schedule
• Lead-routing telephone number
• Photos and callouts

Business names, beingness addresses, and modular hours will sync from Google Business Profile. Significant sanction aliases reside changes whitethorn trigger a 24-to-48-hour verification reappraisal and temporarily region the campaign.

Google says immoderate ads whitethorn statesman moving immediately. However, advertisers should let up to 2 weeks for migration and capacity to stabilize.

Looking Ahead

Google has explained really the migration will work, but immoderate account-level effects will return clip to understand.

We don’t yet cognize really a unified Target CPA will impact campaigns containing services pinch very different lead costs. The first migrations should besides show really often advertisers request abstracted campaigns and really quickly capacity stabilizes.

Google plans to show the first group earlier moving much accounts. We’ll update arsenic advertisers statesman migrating and Google provides further guidance.