• by Laurie Sullivan , Staff Writer, July 20, 2026

Google is retiring its stand-alone Local Services Ads (LSA) dashboard, as it pushes advertisers into managing local leads inside its existing and centralized Google Ads platform in a phased rollout that begins this year. 

Automation for self-service experiences, advanced technologies and a shift away from pay-per-lead goals are behind the change, as Local Services Ads transition to Performance Max campaigns, which begins August 2026.

Pay-per-lead goals will transition into ones supported by Performance Max campaigns, a significant change.

Campaigns with pay-per-lead goals focus strictly on local placements, serving only on Google Search and Google Maps. Standard Performance Max campaigns serve up across all Google ad networks, including YouTube, Gmail, and the Google Display Network.

The shift allows advertisers to manage all Google advertising platforms in one, while keeping the pay-per-lead model and ends manual bidding.

Advertisers will have access to past performance reports unless they export them before the service shuts down.

Advertisers will receive an advance email 14 days before the scheduled migration date, and a banner notification will appear inside the company’s current Local Services Ads (LSA) dashboard.

On the transition day, any login to the LSA dashboard will automatically be redirect to Google Ads.

While the platform is changing, where and how ads appear to local customers on Google Search and Google Maps remains the same.

Things that will not change include Google’s pay-per-lead model, performance and focus on high-intent customers, ad placement, and ability to run keywordless targeting. The targeting remains based on the service categories and areas you offer with the other settings you select.

Things that will change include advertisers gaining greater control of local campaigns, as well as ways to manage budgets, adjust targeting settings, and reply to customer inquiries directly from the Google Ads platform instead of the separate Local Services Ads dashboard.

Google Ads bidding models, manual bidding, and industry-level Target CPA are being shuttered. Pre-populated campaign setup will use details from the company’s Google Business Profile; and a company’s business name, business address, and business hours sync to provide consistency.

Also, Better Business Bureau callouts are no longer supported.

More specific to the rollouts, the first phase begins August 2026 for select home and storefront service advertisers in the United States like plumbing, HVAC, electrical, appliance repair, house cleaning, lawn care, roofing, pest control, and moving.

The migration expands in late 2026 to broader advertiser groups, such as service-area businesses without physical storefronts and accounts with custom bidding or booking configurations.

Non-U.S. accounts, and all remaining business categories that were not migrated in 2026 will transition to Google Ads in 2027.