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.

Google Call Ads Deprecated: What to Do

In its latest update to Ads policies, Google has said that Call (call-only) Ads are being deprecated. As of right now, you cannot create new call ads. And as of February 2027 any existing call ads will stop receiving impressions.

The fix that Google recommends is to replace your call ads with responsive ads that use call assets.

Here's how to do this:

1. Make sure your account or campaign settings include your business name in the Assets section. Name must exactly match your domain or verified legal name.
2. Create or modify a suitable responsive search ad.
3. To add call assets (previously known as "call extensions") to the responsive search ad, Select "More Asset Types".
4. Add all relevant phone numbers, which will appear as tappable buttons on mobile devices or as hyperlinked phone numbers on desktop.
5. When Google has approved your responsive ad and you start getting impressions, remove your old call ad.

Note that this process could trigger Google's Advertiser Verification process.

Maine House Passes What Would Be Toughest US Data Privacy Law

On a 71-68 vote the Maine House yesterday sent LD 1822 - "An Act to Enact the Maine Online Data Privacy Act" - on to the Senate, where a vote could be taken as early as Tuesday next week.

If this bill becomes law it will go further than any state data privacy law now in effect to limit the use of consumers' personal data in marketing.

Internet companies controlling or processing personal data of 35,000 or more Maine consumers would fall under the jurisdiction of the Act.

On top of the rights given to consumers in existing laws of other states, the Maine act would give consumers the right to obtain a list of all third parties to whom their personal data have been provided.

Consumers would also have the right to opt out of the use of their personal data for certain purposes including targeted advertising, selling, and profiling to be used to support automated processes which can produce legal or other significant effects for the consumer.

Furthermore the Act would permit the Maine Attorney General to proceed with enforcement actions against data controllers and processors without advance notice or an opportunity to make corrections.

If this Act would harm your business in any way, get on the phone to your State Senator and Representative before Tuesday please..

Maine Tourism Conference 2026 to be held 28-29 April in Rockport

The Maine Tourism Conference - formerly known as the Governor's Conference on Tourism - to be held at the Samoset Resort will feature a first look at the Maine Office of Tourism's 2026 marketing plan, a keynote speech by chef Barton Seaver, and the presentation of the Maine Tourism Association Awards, along with workshops and networking.

Early Bird rate of $120 ends 29 February. Go here to register.

Go here to book a Samoset Resort room at conference rates of $189-$519 per night for the nights of 27-29 April.

Check your Google Ads keyword match types

Because it's being reported that Google has automatically changed some Exact and Phrase match types to Broad when advertisers switch to conversion-based bidding.

Even "Exact" match is no longer very exact, and Broad match is very broad. Changing to Broad match can dramatically increase numbers of nonconverting clicks for which you're paying, increasing your ad spend while reducing your return from it (ROAS).

Google Ads Product Liaison Ginny Marvin said in a tweet:

"That is not the expected behavior when switching from manual bidding to a Smart Bidding strategy. The team is investigating this issue."

In the meantime: check your match types.

January 2026 Update

Yes, this does happen - per Google, because of a "Broad Match Keywords" campaign setting designed to "leverage machine learning for more conversions."

If you have switched to Smart Bidding and/or opted into the "Grow your business" or "Maintain your ads" features of Google Ads, Google may have automatically switched your keywords to broad match.

For tighter control over your match types, you must check and manage this setting.

When the "Broad Match Keywords" setting is enabled, it automatically converts exact-match and phrase-match keywords to broad match and sets all new keywords to broad match.

Some advertisers have found with this change produces irrelevant clicks and wasted spend on campaigns that require precise targeting.

What to do:

• After switching to Smart Bidding, check campaign settings to see if "Broad Match Keywords" is enabled.
• Check all your keywords to find any that have been switched to broad match.
• Disable the "Broad Match Keywords" setting or manually re-apply exact- or phrase-match to your keywords.
• On the Recommendations page, click Autoapply and ensure that "Upgrade your keywords to broad match" is disabled.

Go here for more in depth about keyword research for Google Ads and SEO.