Google to migrate Local Services Ads into Performance Max

Google has begun integrating Local Services Ads (LSAs) into its Performance Max management layer. While the pay-per-lead model and ad placements on Google Search and Maps will remain, the methods for managing, measuring, and optimizing these campaigns are changing.

The migration for U.S. advertisers will occur in phases, with the first group scheduled to migrate in August 2026 and the remainder following through 2027. Key changes are expected in budgeting, bidding, historical reporting, and daily campaign management. Some existing settings will convert automatically, while others will be retired, and certain account history may be lost if not saved prior to migration.