Your PPC Checklist for the LSA-to-Google Ads Shift

Google Ads accounts rarely stay the same for long, and this fall brings one of the biggest platform shifts local service advertisers have seen in years. Local Services Ads are moving into Google Ads, and the checklist matters more than the headline. At The Web Guys, we run PPC campaigns for clients navigating shifts like this one, and businesses that prepare their accounts before the migration email arrives will come out ahead. We covered the bigger shift in an earlier post on how LSAs are merging with Performance Max. Here’s exactly what to check before your account moves.

Download Your Historical Reports First

The old LSA dashboard disappears after migration, and so do historical performance reports. Search Engine Journal’s coverage of the migration confirms lead history transfers, but performance reports do not. Anyone managing several accounts should start these backups now, before a migration notice arrives.

Review Every Setting Once The Account Moves

Google transfers most settings automatically, but automatic does not mean unchanged. Check the daily budget, the new unified Target CPA, service categories, locations, the lead-routing phone number, and any photos or callouts.

This step matters most for accounts running multiple service categories under separate Target CPA settings, since Google now blends those into one campaign-level target. A contractor running plumbing and HVAC leads through one account should compare lead volume and cost per category before deciding whether to split into separate campaigns.

Prepare For A Verification Pause

Business details like name, address, and hours now sync automatically from Google Business Profile. That’s convenient, but a major name or address change can trigger a verification review. That review can pause the campaign for 24 to 48 hours. Plan any business detail updates around a slower week to avoid a gap in leads.

Replace BBB Callouts Before They Disappear

Google is dropping Better Business Bureau callouts entirely, one of the more visible losses for advertisers who relied on that trust signal. Line up a few alternative callouts now, so the ad doesn’t lose credibility markers the moment BBB callouts drop off. A strong reputation and review presence can help fill that gap, since customer reviews carry similar trust weight with potential leads.

Know What Stays The Same

Plenty stays intact through this shift. Ads still appear only on Search and Maps. Campaigns stay keywordless. Billing still runs on valid leads, not clicks. This change affects where and how you manage the account, not what made LSAs work in the first place.

Let Us Handle The Migration Checklist For You

Tracking budgets, Target CPA, callouts, and verification risk on top of daily account management is a lot to manage alone. Contact The Web Guys at (317) 349-5955, and our team will walk your account through this migration step by step. We serve clients nationwide from offices across Indiana, Arizona, Michigan, and Florida.