Paid search accounts rarely stay still for long, and Google just confirmed one of the bigger structural changes to local advertising in years. Local Services Ads (LSAs) are leaving their standalone dashboard behind and moving into the core Google Ads platform, run through Performance Max (PMax) campaigns with a new pay-per-lead goal. At The Web Guys, we track platform shifts like this closely, then adjust client accounts before the migration creates gaps in performance. Calls, form fills, and campaign signals sit in the same view, keeping the work tied to the goals that matter most to your business.
LSAs Are Migrating Into Performance Max
Starting in August 2026, Google will automatically move existing LSA campaigns for select home and storefront service industries, including plumbing, HVAC, electrical, and roofing, into PMax pay-per-lead campaigns. Broader advertiser groups follow later this year, with full migration expected by 2027.
The pay-per-lead format keeps LSAs limited to Search and Maps placements, unlike standard PMax campaigns that span multiple Google properties. Lead-based billing stays the same, and historical lead data transfers automatically into the Google Ads Lead Manager.
What Advertisers Need To Watch During The Transition
A few operational details shift alongside the platform change. Manual bidding and industry-level Target CPA are being phased out in favor of Smart Bidding, budgets move from weekly to daily increments, and Better Business Bureau callouts are being replaced with structured assets like business hours and specialties.
Google Business Profile linkage also becomes a required part of running LSAs going forward, rather than an optional setting.
We Prepare Accounts Ahead Of The Migration
Through hands-on Google Ads management, we review each client’s LSA setup and Google Business Profile before migration notices arrive, then confirm budgets, bidding, and lead tracking carry over correctly once the switch happens. Our digital marketing team also connects these campaign changes to the pages people land on after clicking, and our website design work makes sure that next step stays easy to find. A well-migrated campaign still needs a landing page built to close the loop.
Let Us Guide Your LSA Migration
Our team works with clients across the country from our offices in Indiana, Arizona, Michigan, and Florida, and no two accounts will migrate on the exact same timeline. Contact us at (317) 349-5955, and let The Web Guys prepare your Local Services Ads for the shift to Performance Max before it happens to you instead of for you.
