Google Merges Local Services Ads with Google Ads Platform

Google is making significant changes to its Local Services Ads (LSA) platform as it transitions into a wider campaign platform within Google Ads. The move is part of a phased rollout that begins in August 2026, with select home and storefront service advertisers being migrated first.

The change is aimed at automating self-service experiences, incorporating advanced technologies, and shifting away from pay-per-lead goals. Local Services Ads will transition to Performance Max campaigns, which serve ads across all Google ad networks, including YouTube, Gmail, and the Google Display Network.

Advertisers will gain greater control over local campaigns, managing budgets, adjusting targeting settings, and replying to customer inquiries directly from the Google Ads platform. The pay-per-lead model remains intact, but the way it's managed is changing. Pre-populated campaign setup will use details from a company's Google Business Profile.

The first phase of the migration begins in August 2026 for select advertisers in the United States, including plumbing, HVAC, electrical, and other service industries. The rollout expands to broader advertiser groups later this year and is expected to be completed by 2027 for all remaining business categories.