Local Services Ads Move to Google Ads via Performance Max

Google is moving Local Services Ads (LSAs) into the Google Ads interface, replacing the standalone LSA dashboard with a new Performance Max for pay-per-lead goals campaign designed specifically for local service businesses. This change is part of a phased rollout that will begin in August 2026.

What Happened

Google is merging Local Services Ads with Google Ads, bringing the functionality into a single platform. This change will allow advertisers to manage their campaigns, leads, and calls from within Google Ads, eliminating the need for a separate LSA dashboard.

Key Details

• Centralised campaign management: Advertisers will manage campaigns, leads, and calls from within Google Ads.
• Real-time Google Business Profile syncing: Changes made to a Google Business Profile will automatically update campaigns, reducing manual maintenance.
• The new campaign type is built exclusively for Local Services advertisers and retains the core characteristics of LSAs:

- Ads continue to appear only on Search and Maps.

- Campaigns remain keywordless, using information from the advertiser's Google Business Profile (GBP).

- Advertisers continue to pay only for valid leads – such as calls, messages, and bookings – not clicks.

• Despite the Performance Max branding, these campaigns do not expand to Google's other advertising channels.

What It Means For Your Business

This integration simplifies campaign management by bringing Local Services Ads into the same platform advertisers already use for Search, Shopping, and Performance Max. It also introduces tighter Google Business Profile integration, helping ensure ads stay up to date automatically.

The integration of Local Services Ads into Google Ads has several benefits for local service businesses:

• Improved campaign management: Advertisers can now manage their campaigns, leads, and calls from within Google Ads, eliminating the need for a separate LSA dashboard.
• Tighter Google Business Profile integration: Changes made to a Google Business Profile will automatically update campaigns, reducing manual maintenance.
• Simplified budgeting and settings: Existing budgets, settings, and creative assets will transfer automatically.

However, there are also some limitations to consider:

• No expansion to other advertising channels: Despite the Performance Max branding, these campaigns do not expand to Google's other advertising channels.
• Limited historical performance reporting: Historical performance reports will not migrate to Google Ads.

Why You Should Care

The integration of Local Services Ads into Google Ads is a significant change for local service businesses. By simplifying campaign management and introducing tighter integration with Google Business Profiles, advertisers can focus on what matters most – driving more leads and bookings for their business.

FAQs

• Q: What is happening to Local Services Ads?

A: Google is integrating Local Services Ads into the Google Ads interface, replacing the standalone LSA dashboard with a new Performance Max campaign designed specifically for local service businesses.

• Q: When will the rollout begin?

A: The transition will begin with a small group of U.S. advertisers across pet care, home services, wellness, and education in early August 2026.

• Q: Will my existing budgets and settings transfer automatically?

A: Yes, existing budgets, settings, and creative assets will transfer automatically.