The rumors are over. Google has officially confirmed that Local Services Ads (LSAs) are being migrated into Google Ads as a new specialized Performance Max (PMax) campaign with pay-per-lead goals.

The first phase of the rollout begins in August 2026 and includes many home service businesses: plumbers, electricians, HVAC contractors, roofers, pest control companies, movers, landscapers, house cleaners, appliance repair companies, and more.

What’s Changing?

From a visitor’s perspective, not much. From an ads management perspective, everything. And, from an advertiser’s perspective, there are things we won’t know until it starts rolling out.

Your ads will still appear in Google Search, you’ll still pay only for qualified leads, and Google will continue using your service categories and service areas rather than keywords.

Instead of managing LSAs through their own dashboard, advertisers will manage them inside Google Ads. Budgets will change from weekly to daily averages, some bidding options will disappear, and Google is retiring the standalone LSA dashboard entirely. The management interface for these leads is as-yet unknown.

Expect a Bumpy August

Whenever Google makes a major platform change, there’s usually a transition period.

Google has stated that once an account is migrated, campaign performance may take up to two weeks to stabilize. That’s something every advertiser should be aware of before assuming something is “wrong” with their campaigns.

Another important note: historical LSA performance reports will not migrate into Google Ads. If you manage your own LSA account, be sure to download your historical reports before your migration date. Google will notify account administrators approximately 14 days before their account is scheduled to migrate.

What We’re Doing

We’re already preparing for these changes and monitoring Google’s rollout closely.

If Wizard of Ads Online manages your Google Ads or Local Services Ads, we’ll handle the transition, verify that your campaigns migrate correctly, and keep a close eye on performance throughout the rollout.

As always, our focus isn’t just getting you clicks — it’s making sure your advertising continues generating bookings and revenue.

We’ll continue sharing updates as Google rolls this out over the coming months.

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