Google Local Services Ads Transitioning To Google Ads Platform

Google announced it is transitioning the Google Local Service Ads level into the main Google Ads level passim this year. With that, Google is making a caller and specialized Performance Max run type optimized specifically for pay-per-lead goals for these campaigns to modulation into.

Here is the timeline of erstwhile this is happening:

• August 2026: The first shape of the migration originates for prime location and storefront work advertisers successful the United States (including plumbing, HVAC, electrical, appliance repair, location cleaning, section care, roofing, (seed) disease control, and moving).
• Late 2026: The migration expands to broader advertiser groups, including service-area businesses without beingness storefronts and accounts pinch civilization bidding aliases booking configurations.
• 2027: Non-U.S. accounts, and each remaining business categories that were not migrated successful 2026 will modulation to Google Ads.

So this each should beryllium migrated by the extremity of the year? I for illustration really Google documented this update by sharing what is and what is not changing:

What’s not changing pinch this migration

• Pay-per-lead model: You still only salary for valid leads (such arsenic telephone calls and messages) alternatively than advertisement clicks.
• Performance: The attraction connected high-intent customer connections is unchanged.
• Ad placements: Your ads successful Performance Max campaigns pinch pay-per-lead goals will proceed to show exclusively connected Google Search and Google Maps successful the aforesaid advertisement positions arsenic before, arsenic was the lawsuit pinch Local Services Ads.
• Keywordless targeting: Your run remains keywordless. Your targeting is based connected the work categories and areas you connection pinch the different settings you select.

What’s changing pinch this migration

• A caller location integrated pinch Ads: Manage your budgets, set targeting settings, and reply to customer inquiries straight from the Google Ads level alternatively of the abstracted Local Services Ads dashboard. Please statement that erstwhile capacity reports won’t transportation complete to Google Ads. You tin mention to the FAQ conception beneath for steps to backmost up your humanities information earlier migrating.
• Bidding and fund adjustments: To align pinch Google Ads bidding models, manual bidding and industry-level Target CPA are being deprecated. We highly urge reviewing the "Bidding and fund adjustments" conception beneath to hole your bidding strategy.
• Self-service run changes: You summation greater power complete your section campaigns. In Google Ads, you tin edit the telephone number to which your telephone and connection leads are routed successful existent time. Core business details, specified arsenic your business sanction and beingness address, must beryllium updated connected your Google Business Profile and will sync automatically to Google Ads.
• Google Business Profile integration: Google Ads pre-populates your run setup utilizing specifications from your Google Business Profile to make setup easier. Your business name, business address, and business hours sync successful 1 guidance from your Google Business Profile to Google Ads to guarantee consistency. While halfway specifications sync automatically, important updates to your business sanction aliases beingness reside will trigger a modular verification reappraisal to support your relationship secure. This reappraisal typically takes 24 to 48 hours, during which your run whitethorn temporarily pause. Other fields, specified arsenic photos and work areas, are pre-populated but tin beryllium customized independently for your ads.
• Better Business Bureau (BBB) callouts deprecation: BBB callouts are nary longer supported. To thief your business guidelines retired connected Google Search, navigate to your campaign's assets tab and prime astatine slightest 6 different system callouts (such arsenic business hours, specialties, aliases accepted costs methods).

So location is still the Pay-per-lead exemplary and that will beryllium successful a caller Performance Max run type optimized specifically for pay-per-lead goals. These ads will only show connected Google Search and Google Maps, for illustration LSAs did prior. Google is deprecating manual bidding and industry-level Target CPA. Google Ads will prepopulate your ads from your Google Business Profile. The BBB alteration interests me, for illustration this can't beryllium bully for the BBB and Google will beforehand its ain assets instead?

The bidding and fund accommodation changes request to beryllium understood, present is what is changing erstwhile you are moved from LSAs to Google Ads:

• Weekly to Daily budgets: Your humanities mean play fund is automatically divided by 7 to find your regular mean budget. This alteration does not impact your monthly spend, which is capped astatine your regular mean fund multiplied by 30.4 (the mean number of days successful a month). Daily walk whitethorn up and down connected high-demand days, but your monthly billing will not transcend this limit.
• Deprecation of manual bidding: Manual bidding (such arsenic mounting a maximum cost-per-lead) is nary longer supported successful Google Ads.
• Deprecation of vertical-level target CPA: Google Ads does not support vertical-level Target CPA bidding. If you antecedently managed different Target CPA amounts for abstracted verticals nether a azygous campaign, a unified campaign-level Target CPA will beryllium calculated and applied to each vertical categories. If you wish to support abstracted bidding rules for different business categories aft migration, you tin execute this by mounting up abstracted campaigns for each vertical (for example, creating abstracted campaigns for plumbing and HVAC)

Google will email businesses 14 days anterior to the transition, letting them cognize they are being migrated to this caller interface.

You tin find a batch much specifications successful the announcement.

Anthony Higman, the man who knows LSAs amended than most, wrote connected X that this move really makes a ton of sense, since LSA was really the OG of PMax and AI Max campaigns.

Here is his post, it is worthy a read, truthful click through:

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

I deliberation their alteration pinch AI qualifying telephone leads besides is simply a portion of this. https://t.co/ptbPdl8YTc akin to what they were doing pinch LSA's antecedently - but now if you want that, you'd person to opt successful each of your PPC run 'calls from ads' too, which intends much information for them

Forum chat astatine X.