Google Migrates Local Services Ads to Performance Max

Google has started transitioning Local Services Ads to Performance Max in August 2026. This change will move campaigns out of the standalone Local Services Ads dashboard and into Google Ads.

The transition affects select U.S. advertisers across nine home and storefront trades, including plumbing, HVAC, electrical, roofing, and pest control. Campaigns will still run on Google Search and Google Maps, with pay-per-lead billing remaining unchanged.

However, historical performance reports will not be carried over to Google Ads, and manual bidding and vertical-level target cost per action (CPA) will be retired. This means that advertisers will lose their reporting baseline and bidding levers, making it harder to explain any post-migration cost-per-lead changes.

Advertisers are advised to save enough historical reporting to preserve year-over-year comparisons and cost-per-lead trends before migration day. They can do this by downloading reports or taking screenshots if needed.