Google LSAs Transitioning to Performance Max

Per Google, beginning in August 2026 Google Local Services Ads (LSAs) will be migrated to Performance Max campaigns "optimized specifically for pay-per-lead goals." But Google will not be migrating historical performance reports and will instead simply give LSA advertisers 14 days' notice. Manual bidding and industry-level Target CPA are being deprecated. The standalone LSA dashboard will go away once migration is complete. Where and how ads appear in Google Search and Google Maps is supposed to remain the same post-migration.

You must update your key business details on your GBP, which will then be synchronized with your Google Ads.

You will continue to pay for leads like calls or messages vs. clicks, ads will appear in the same positions on Google Search and Google Maps, and tergeting will still be based on service category and service area.

If you have a Google Verified badge, that will transfer automatically.

BBB callouts will no longer be supported.

First service categories to be migrated to the new setup will be, beginning in August 2026: plumbing, HVAC, electrical, appliance repair, house cleaning, lawn care, roofing, pest control, moving.

Later in 2026 businesses in these categories will be migrated: service-area businesses without storefronts and accounts with custom bidding or booking configurations.

Then in 2027 non-US accounts and all other business categories will be migrated.