LSA Migration Sparks Changes for Roofing Contractors on Google

Google is moving its Local Services Ads (LSA) platform into Google Ads for roofing contractors. According to Anna Anderson, CEO of A-Squared Marketing, this change will affect businesses across multiple categories between August and December, with exact timing uncertain for home services.

The migration process starts when contractors receive an email from Google notifying them that their account is ready to be migrated. At this point, they cannot pause the transition.

Once moved, roofing contractors will access LSA leads through Google Ads instead of the existing LSA dashboard. Anderson warns that while some account information will transfer, historical performance data will not, making it essential for businesses to preserve any important data for future benchmarking purposes.

The shift in LSAs becoming more connected with Google Ads accounts and Business Profiles could provide contractors with greater access to data, bidding options, and campaign controls. However, this also emphasizes the importance of maintaining consistency across all Google properties. Anderson stresses that small mistakes can have a significant impact on business performance due to discrepancies in licensing, insurance, ownership, and other crucial details.