Google migrates Local Services Ads to Performance Max campaigns

Google is migrating its Local Services Ads (LSA) into the broader Google Ads platform. The transition involves moving these campaigns into a new Performance Max campaign type centered on Pay Per Lead (PPL) goals.

While the management interface is changing, the core pay-per-lead model remains intact. Businesses will continue to pay for valid leads, such as phone calls and messages, rather than individual clicks. The ads will maintain their visibility on Google Search and Google Maps, utilizing local targeting based on service categories and areas rather than traditional keyword lists.

The first phase of this migration began in August 2026, targeting specific home and shop front service categories in the United States, including plumbing, HVAC, electrical, and house cleaning. Following this, broader groups of service-area businesses are expected to transition in late 2026, with non-US accounts and remaining categories scheduled for migration in 2027.

Advertisers will receive a series of notifications, including emails and dashboard banners, leading up to their specific migration date. Once the transition occurs, the standalone LSA dashboard will cease to function, and users will be redirected to the Google Ads campaign overview. Performance is expected to take approximately two weeks to stabilize following the move.