Watch On-Demand, Now
Moving Local Services Ads into Google Ads is not conscionable a dashboard change. Advertisers besides request to download humanities reporting, cheque caller fund and bidding settings, and corroborate that calls still scope the correct search numbers.
In this on-demand webinar, Meagan McLoughlin explained really advertisers and agencies tin hole for the planned move into Performance Max. Her cardinal distinction: the guidance devices are changing much than the ads group see.
The applicable starting constituent is an account audit. Here are the checks she emphasized.
Separate The Management Changes From The Ad Experience
Meagan described the migrated campaigns arsenic a specialized, pay-per-lead type of Performance Max. They are expected to clasp Local Services Ads placements connected Google Search and Maps, alternatively than automatically expanding into the afloat group of placements associated pinch modular PMax campaigns.
The much consequential changes hap down the scenes: run guidance and lead guidance move into Google Ads, play budgets go regular budgets, and manual bidding and service-category-level targets springiness measurement to a campaign-level target CPA pinch automated bidding.
For advertisers that antecedently group different targets crossed work categories, caller campaign-level targeting whitethorn require a caller look astatine run structure. Meagan framed that arsenic a readying rumor to address, not a logic to presume each existing setup will extremity working.
Export Performance Reports Before The Account Moves
Saving humanities capacity reports is simply a pre-migration priority. As Meagan pointed out,
“One large point that I would put for illustration a prima adjacent to is your humanities section work advertisement capacity reporting does not transfer. So make judge you return the clip to download those humanities reports and prevention those successful advance.”
Remember, the reports you’re exporting are successful your LSA platform, not the caller Google Ads dashboard.
Agencies should make the export an definitive measurement for each relationship arsenic they migrate.
Verify Tracking Numbers Instead Of Replacing Them
According to McLoughlin, Google had told CallRail that existing preferred LSA search numbers should transportation over.
Her tracking-number checklist was specific:
- Check the preferred run number successful Google Ads. Confirm that the migrated run uses the number intended for Local Services Ads.
- Keep Google Business Profile and LSA numbers distinct. Reusing 1 number makes it harder to separate which root generated a call.
- Use a dedicated fixed number for the LSA campaign. Do not reuse a number from a move website search pool.
- Review service-specific setups. If campaigns are divided by work aliases vertical, see whether abstracted search numbers are needed to sphere attribution.
McLoughlin besides said Google had confirmed that the Business Profile telephone number and the preferred run number are abstracted fields. Her proposal was still to cheque some aft migration alternatively than treating expected behaviour arsenic impervious that an individual relationship transferred correctly.
Watch Budget Pacing And Lead Quality Together
A play fund converted into a regular mounting tin alteration really a squad monitors spend, moreover if its wide fund scheme has not changed. McLoughlin recommended reviewing the converted fund and target CPA pinch clients truthful that everyone understands the caller controls.
More automated bidding makes it important to cheque lead value alongside volume. She emphasized the worth of keeping telephone information extracurricular the advertisement platform:
“Your telephone recordings, your transcripts, your attribution, your lead intelligence tin springiness you an independent position of capacity truthful you tin proceed making those decisions pinch confidence.”
Those records, together pinch qualification tags, tin thief archive poor-fit leads and support a reappraisal aliases conflict to get that lead costs refunded. That is not a committedness of a refund: successful the Q&A, McLoughlin noted that getting a chargeback has go harder. The useful takeaway is to clasp evidence, not presume each disputed lead will beryllium credited.
Give Each Client Account A Migration Owner
For agencies, a staggered rollout creates an operational problem arsenic good arsenic a method one. McLoughlin recommended a tracker pinch each account’s migration date and a clear proprietor for the notices.
She besides raised a scope question: an agency whitethorn negociate Google Ads without managing a client’s Local Services Ads. Bringing some into 1 interface does not resoluteness who is responsible for the activity aliases whether it is included successful the retainer.
A repeatable process should screen exporting reports, documenting the existent setup, auditing Business Profile information, checking the migrated settings, and reviewing lead measurement and value afterward. The webinar’s agency walkthrough explains really to move those checks into a shared workflow alternatively of a bid of customer emergencies.
Your LSA Migration Audit Checklist
Start the audit while the relationship is still successful the LSA platform. The reports and settings you prevention now springiness you a reference for checking the run aft it moves to Google Ads.
Before Migration
- Confirm who receives Google’s migration notices and who will negociate the move. Record the migration day and put for notices to scope the personification doing the work.
- Export humanities capacity reports from the LSA level and prevention them earlier the relationship moves. These reports will not transportation into Google Ads.
- Document the run structure, play budget, and bidding targets, including immoderate targets that disagree by work category. Review the planned regular fund and campaign-level target CPA pinch the client.
- Check the Google Business Profile’s name, address, hours, and class for accuracy. Plan awesome corrections earlier migration wherever possible, since changes to the name, address, aliases class tin trigger a verification review.
After Migration
- Check the converted regular fund and campaign-level target CPA successful Google Ads against your fund and bidding plan.
- Verify that the campaign’s telephone number and routing are correct. Keep LSA and Google Business Profile search numbers chopped truthful you tin show which root generated each call.
- Monitor spend, lead volume, and lead quality. Compare capacity pinch the saved reports and usage your ain lead records to analyse changes successful value and archive poor-fit leads.
Watch Meagan’s on-demand audit walkthrough for the before-and-after comparison down these checks, including really the fund and bidding controls change.
Join Us For Our Next Webinar!
A New Place To Look: Where Your Next AI Citations & Clicks Come From
Join america arsenic Lisa Salvatore, Sr. Manager of Integrated Marketing astatine CallTrackingMetrics, walks done really to propulsion AEO insights, FAQ content, and existent customer phrasing retired of information your squad is already collecting. Her workfellow Brian Barranger, Sr. Account Executive III, covers what a qualified conversion really sounds like, and really that grounds sharpens targeting, scoring, and the gaps and integration requests you way to your merchandise team.
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