Local Services Ads Move to Google Ads as Performance Max Takes Over

Google has begun transitioning its Local Services Ads to Performance Max in phases, starting with select U.S. advertisers across nine home and storefront trades.

The transition means that campaigns will no longer be managed through the standalone Local Services Ads dashboard but instead through Google Ads.

This change does not affect where ads appear or how they are paid for, as they will still run in the same positions on Google Search and Maps and pay per valid lead.

However, advertisers will lose access to historical performance reports, manual bidding, and vertical-level target cost per action (CPA), making it harder to explain any cost-per-lead changes after migration.

The first phase of the transition has already started for select U.S. advertisers in trades such as plumbing, HVAC, electrical, roofing, and pest control.