Google Migrates Local Services Ads to Performance Max in Phased Rollout

Google is transitioning its Local Services Ads to Performance Max in phases starting from August 2026. The transition will move campaigns out of the standalone Local Services Ads dashboard and into Google Ads, but ads will still run in the same positions on Google Search and Maps, and pay-per-lead billing remains unchanged.

However, users will lose their historical performance reports and manual bidding capabilities. Campaigns will now be managed from Google Ads, where users can also access more features such as real-time changes to phone numbers for call and message leads.

Google will not carry over previous campaign performance metrics, including past impressions, clicks, weekly spend, and ad-level reports, but lead history will still transfer. Users are advised to save their historical reporting before the transition to preserve year-over-year comparisons and cost-per-lead trends.

The migration process is divided into three phases: phase one began in August 2026 for select U.S. advertisers across nine home and storefront trades, including plumbing, HVAC, electrical, roofing, and pest control; phase two will expand to service-area businesses without physical storefronts, plus accounts running custom bidding or booking configurations by late 2026; and phase three will include non-U.S. accounts and all remaining business categories in 2027.