If you run Local Services Ads for your local service business, Google is about to move your account into Performance Max. The initial migration is scheduled to start in August 2026 (though we’re already seeing delays) and it affects home service businesses first. That means roofers, plumbers, HVAC, home cleaners and more are going to be hit by this change first.
This is a big change and the odds are high that it’s going to impact some businesses more than others. Even experienced Google Ads and LSA managers don’t know what to expect with this beyond what Google is sharing. Here I’m going to break down what I’m telling my home service clients with LSA accounts right now.
What’s Actually Changing
Google is merging Local Services Ads into a new version of Performance Max. This means the traditional LSA account login is going away and LSAs will now live inside of Google Ads. That alone is going to be a big change for many businesses.
Along with everything moving into Google Ads, Google is also announcing a few changes and as with all Google changes, some things get cut:
- Manual bidding and Vertical-level Target CPA are being deprecated
- Weekly budgets are converting to daily averages similar to Google Ads
- BBB callouts are being deprecated
- Your historical performance reports won’t transfer to the new account
The rollout is expected to start in August 2026 for home services in the U.S. From here the rollout moves on to service businesses without storefronts (likely legal and similar industries) in “late 2026” before finishing with non-US and remaining accounts in 2027. While we’re all hoping this process goes smoothly, there’s a couple risks to keep in mind.
Potential Disruptions
Google’s documentation shares that many ads will start running right away. However, they also note that it could take up to two weeks for the migration process and for campaign performance to return to stable levels.
On the bigger LSA accounts I manage, monthly lead volume runs 20 to 30 leads. That means these businesses could be looking at a disruption that impacts 10-15 leads during the month. That’s a significant impact and one that businesses need to be prepared to encounter.
Budget Changes
Another bigger change that LSA users need to be prepared for is budgets moving from weekly to daily budgets. This is going to align LSA accounts with the way that Google Ads already runs, but it’s a big change from what users are used to. Historically, LSA accounts have had weekly budgets. Moving forward, these will move to daily budgets. In order to make sure that your pacing your budget correctly, Google suggests dividing your monthly budget by 30.4. Google is going to automatically divide your 7 day budget into a new daily budget. So, if your weekly budget is $750 it will transition to $107.14. Google is reporting this won’t change your monthly ad spend, but you’ll definitely want to monitor your budget during the transition and make sure it aligns with your planned budget.
What I’m Telling My Clients to Do Right Now
Before the migration hits:
- Export your historical LSA reports so you have the data saved. This will make sure you have access to historical data for comparisons and to see how ads are performing after the change.
- Make sure you know what your planned LSA monthly budget is. While Google says monthly budgets won’t change, in my experience it’s better to plan and verify than be surprised.
- Be prepared for disruptions and lead volume drops. Google is reporting that accounts could take up to 2 weeks to stabilize which your business can’t afford. We’re advising our clients to be prepared to increase spend on other channels like Google Ads or Meta Ads in order to offset any decrease.
After the migration:
- Check your new campaign settings in Google Ads before assuming anything carried over correctly. It’s always best to verify things are correct.
- Watch lead volume daily, not weekly, for that first two-week window. You want to catch a real drop early, not discover it a month later in a report.
- Update your Google Business Profile details and make sure information is accurate. Your Google Business Profile is going to be the only source of truth moving forward. So, all details (names, address, etc.) need to be correct.
What We Don’t Know Yet
To be totally honest, a lot. Google has shared some details, but I haven’t seen any accounts with the new setup. We’re relying on Google sharing information at this point and we just don’t know how this all plays out. In fact, Google is already behind on their stated timeframes. Some accounts might stabilize faster. Some might take longer. There is going to be a lot of wait and see during this. We’ll share details in our blog and on YouTube as we learn what’s happening!
What I do know is this: if you wait until your migration notice shows up in your inbox to start thinking about any of this, you’ve already lost the two weeks of prep time that would’ve made the transition boring instead of stressful. It’s always better to prepare for Google changes.
Frequently Asked Questions
When does the LSA to Performance Max migration start?
August 2026 for home and storefront service categories in the U.S., including plumbing, HVAC, and electrical. Service-area businesses accounts follow later in 2026. Non-U.S. accounts and remaining categories move in 2027.
Will my LSA budget change during the migration?
Your weekly budget cap converts to a daily average (weekly cap divided by 7), and your new monthly cap is that daily average times 30.4. The math should land close to your old monthly spend, but it’s worth checking yourself rather than assuming it’s identical.
Can I keep my old LSA performance history?
Not automatically. Google’s documentation says historical reports won’t transfer to Google Ads. Export or screenshot anything you want to keep before your migration date.
Do I have a choice about migrating?
Based on what Google has published, no. The migration is described as mandatory, with email notices 14 and 7 days ahead of your account’s move, not an opt-in program.
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If you’re running LSA right now and want a second set of eyes on your account before this migration hits, book a 1-hour coaching call and we’ll walk through your budget caps and lead history together before Google does it for you.