Google has started folding Local Services Ads (LSAs) into Performance Max. The first U.S. advertisers migrate in August 2026, with the rest following in phases through 2027. The ads, placements, and pay-per-lead model continue, but the management layer moves into Google Ads. This changes how you manage, measure, and optimize your campaigns.
Here's the key stat: the first group of U.S. advertisers migrates in August 2026, and the rest follow through 2027. That gives you a clear timeline to prepare.
Why this matters for your bottom line: If you rely on LSAs for leads, your cost per lead could shift once bidding automates inside Performance Max. You need to audit your settings, budgets, and reporting before migration day to stay in control.
What Changes When LSAs Move Into Google Ads
LSAs keep running on Google Search and Maps, but the management layer moves into Google Ads. The confirmed changes cluster in four areas: budgets, bidding, historical reporting, and day-to-day campaign management. Some settings convert automatically on migration day. Others retire entirely. And at least one piece of account history disappears unless you save it beforehand.
Budgets and Bidding
Your budgets and bidding strategies will be managed within Performance Max. This means Google's AI will automate bidding to maximize conversions. You'll lose some granular control, but you may gain efficiency. Watch your cost per lead closely after migration.
Historical Reporting
Historical reporting may not carry over automatically. Save your past performance data before migration. This is critical for benchmarking and understanding how your campaigns perform post-migration.
Day-to-Day Management
You'll manage your LSAs within the Performance Max interface. This is a shift from the dedicated LSA dashboard. Expect a learning curve, but you'll have access to broader cross-channel optimization tools.
What This Means for Your Business
If you're a small local business using LSAs for leads, this change affects you. You'll need to adapt to Performance Max's automation and reporting. If you have in-house marketing expertise, you can leverage the new tools. If not, consider working with an agency or using call tracking tools like CallRail to measure performance.
For advertisers with strong Performance Max experience, this is an opportunity to outperform competitors. For those who relied on LSA's simplicity, it's a challenge. Start preparing now.
Your Move
Before your migration date, audit your current LSA settings, save historical reports, and test Performance Max campaigns in a separate account if possible. This will help you understand the new interface and bidding behavior.
FAQ
Yes, your ads and placements continue. Only the management layer moves into Google Ads.
Save your historical reporting data, review your budgets and bidding settings, and test Performance Max campaigns in a separate account.
