Google has confirmed it will migrate Local Services Ads (LSA) into the Google Ads interface, beginning with a phased rollout in August 2026. This transition shifts lead management and campaign reporting into the centralized Google Ads platform, moving from manual weekly budgeting to automated daily budgeting. According to Google, the change aims to streamline workflows, though it will deprecate several legacy features, including manual bidding and vertical-level Target CPA settings.
Transition Timeline and Phased Rollout
The migration follows a structured schedule to ensure platform stability. Google will begin moving a select group of U.S. advertisers in August 2026, targeting specific verticals such as home services, pet care, wellness, and education. Following this initial phase, the rollout will expand to the broader U.S. market later in 2026. International accounts and remaining business categories are slated for migration throughout 2027.
Advertisers will receive official notifications 14 days before their account migration, with a follow-up reminder seven days prior. Because historical performance reports will not transfer to the Google Ads interface, Google advises that users download all necessary year-over-year data from the legacy LSA dashboard before the migration is finalized.
Pro Tip: Agencies managing multiple client accounts should initiate data backups well before the 14-day migration notice arrives. Once an account is migrated, the legacy LSA dashboard is permanently deactivated, making retrospective data recovery impossible.
Operational Changes to Bidding and Reporting
The shift to Google Ads fundamentally changes how advertisers manage their spend and performance metrics. Under the current LSA model, businesses operate on an average weekly budget. Once migrated, these will shift to an average daily budget. Furthermore, manual bidding—a staple for many LSA users—will no longer be supported.
A significant change involves the Target CPA (Cost Per Acquisition). Previously, advertisers could set distinct Target CPA amounts for different service categories. Google will now calculate a single, campaign-level Target CPA across all services. For businesses that offer a diverse range of services with varying costs—such as a contractor providing both HVAC and plumbing repairs—this consolidation may necessitate the creation of separate campaigns to maintain bidding control.
Impact on Business Profiles and Lead Management
Post-migration, the Lead Manager within Google Ads will replace the existing LSA inbox. Business details, including physical addresses, business names, and standard operating hours, will be pulled directly from the linked Google Business Profile. This integration aims to simplify account maintenance, though it introduces new verification dependencies.
Significant updates to business names or addresses may trigger a 24-to-48-hour verification review, during which time campaigns may be temporarily paused. Additionally, Google has confirmed that Better Business Bureau (BBB) callouts will no longer be supported. Advertisers are encouraged to utilize at least six alternative callouts to maintain ad prominence.
Did you know? While the interface is changing to Performance Max-style campaigns, the core functionality of Local Services Ads remains keywordless. Campaigns will continue to serve exclusively on Search and Maps, and advertisers will still pay per valid lead rather than per click.
FAQ: Navigating the Migration
- Will my campaign settings carry over? Yes, Google will move existing settings automatically, but you should verify your daily budget, ad schedule, and lead-routing phone number immediately after migration.
- How long should I wait for performance to stabilize? Google recommends allowing up to two weeks after the migration for the algorithm to adjust and performance to normalize.
- Can I keep using my current dashboard? No. Access to the legacy Local Services Ads dashboard ends once the migration is complete.
- What happens to my historical leads? While lead histories will transfer, historical performance reports will not. You must download these manually.
Are you preparing your account for the shift to Google Ads? Share your questions about the new campaign structure in the comments below or subscribe to our newsletter for the latest updates on Google’s platform evolution.
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