Local Services Ads come to Google Ads via Performance Max

Google is moving Local Services Ads (LSAs) into the Google Ads interface, replacing the standalone LSA dashboard with a new Performance Max for pay-per-lead goals campaign designed specifically for local service businesses.

What’s happening. Beginning with a phased rollout in August 2026, eligible advertisers will manage Local Services Ads directly within Google Ads.

The new campaign type is built exclusively for Local Services advertisers and retains the core characteristics of LSAs:

• Ads continue to appear only on Search and Maps.
• Campaigns remain keywordless, using information from the advertiser’s Google Business Profile (GBP).
• Advertisers continue to pay only for valid leads—such as calls, messages and bookings—not clicks.

Despite the Performance Max branding, these campaigns do not expand to Google’s other advertising channels.

What’s new:

• Centralised campaign management: Advertisers will manage campaigns, leads and calls from within Google Ads instead of a separate Local Services Ads dashboard.
• Real-time Google Business Profile syncing: Changes made to a Google Business Profile will automatically update campaigns, including business details and photos, reducing manual maintenance.

Why we care. The integration simplifies campaign management by bringing Local Services Ads into the same platform advertisers already use for Search, Shopping and Performance Max. It also introduces tighter Google Business Profile integration, helping ensure ads stay up to date automatically.

Rollout details. The transition will begin with a small group of U.S. advertisers across pet care, home services, wellness and education in early August 2026. Google says the rollout will continue in phases through 2027, with advertisers receiving advance notice before their campaigns migrate.

Existing budgets, settings and creative assets will transfer automatically, although historical performance reports will not migrate to Google Ads. Google is encouraging advertisers to download past reporting data before their accounts transition.

The bottom line. Google is folding Local Services Ads into Google Ads without changing how the product works, giving local businesses a more unified campaign management experience while keeping the familiar Search, Maps and pay-per-lead model intact.