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GLSA Moving Into Google Ads Platform

Google Local Services Ads Are Being Brought Into Google Ads

by Dynasty D.

There were some indicators it was happening, and now Google is pulling the trigger. Beginning in August of 2026, select home service companies will no longer have a separate Local Services Ads dashboard. If you’re moved, save your performance data as that will be inaccessible after migration.

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It Was Fun While It Lasted

Google Local Services Ads were built to fit the needs of local businesses like plumbers and HVAC companies. They started out with a fixed, low-cost price per lead. You could dispute any lead that didn’t fit your business. Dashboard management was simple and designed for businesses to manage themselves.

As time went on, Google started changing the platform. First, the low costs (often just $15 a lead for HVAC in the early days) were replaced with a bidding model. The “Google Guaranteed” promise and badge were phased out along the way. Then, they removed the ability to request lead refunds, replacing it with AI management.

Now, Google is removing the separation between it and the standard Google Ads environment completely. Starting in August of 2026, select home service companies will see their GLSA campaigns shift into pay-per-lead Performance Max campaigns.

What Stays the Same

Though these are called Performance Max campaigns, they work differently. So, your ad will not automatically appear on Gmail, Display networks, or YouTube. Other things that stay the same include:

  1. The Reach: These ads will continue to show on Google Search and Google Maps.
  2. Keyword Status: Some of the simplification will remain. Unlike standard ads, you won’t have to mess with keywords.
  3. Billing Model: You’ll continue paying for calls, messages, and bookings instead of clicks.
  4. Lead Management: Contractors will still need to monitor their leads, rate them, and close them out on the platform.
  5. GBP Importance Remains: Your GBP’s intimate relationship with local ads will stay the same. Make sure you’re getting reviews. If you’re subscribed to our packages, we’ll handle the rest.

A Breakdown of the Changes

What’s Changing
Explanation
You Need Some Google Ads Knowledge
Though much of the management remains the same, you’ll now have to find your way around Google Ads. Google handles the initial migration, but reviewing and managing the campaign will be difficult if you’ve never touched the platform.
Business Verification
Google is cutting out license and insurance reverification. Your current verification status and Google Verified badge will carry over automatically. If Google needs any additional business-level checks, you’ll get a notification inside Google Ads.
GBP Syncing
Your business name, physical address, and standard hours will sync from your Google Business Profile. Service areas, ad schedules, photos, and other campaign targeting settings can still be adjusted separately in Google Ads. Major profile changes may temporarily pause the campaign while Google reviews them.
Weekly Budgets Go Bye Bye
You’ll have to update your budget to be daily instead of weekly. Be careful when setting this to ensure you’re not underspending.
No More Category Bid Separation
You cannot set a target CPA per category any longer. So, you’ll bid the same for duct cleaning and plumbing work. It’ll be harder to manage and may limit how much data each campaign gives Google to work with.
Historical Reports Won’t Transfer
After your campaigns transfer, historical campaign-level reports will no longer be accessible. Lead data, contact details, message history, and call reporting will carry over.
BBB Callouts
Google will no longer support BBB callouts and instead recommends six alternatives. This may be a sign of their feelings about the platform’s relevance in 2026.
Where You Manage Leads Changes
You’ll have to use Lead Manager in Google Ads to keep track of leads.
Some Advertisers Can Advertise Pre-Badge
Your ads will now be able to go live before verification is fully complete. This makes it easier to get started on GLSA.

What Should Contractors Do If They Get a Migration Notice?

If you’re selected as a guinea pig, you’ll receive an email 14 days before migration with a reminder a week later. Google will take care of things on the backend.

  • Verify Moved Campaigns: Google will transfer campaign settings from existing campaigns. Verify that the daily budget, phone number, photos, ad schedule, services, and locations are correct.
  • Verify Your GBP Information: Make sure your GBP is displaying the right data. If you need help updating anything, contact our customer support team.
  • Download Your Reports: While lead history will transfer, historical reports won’t. If you want to keep that data, you’ll need to download it. This is important for any performance comparisons.
  • Be Patient: Your ads may start running immediately, but Google says it can take up to two weeks for the migration to finish and performance to stabilize.

How Can Online Access Help?

Our home services digital marketing company is on top of this change. As a website subscriber, you have access to our GLSA review services. If you’re selected for transfer, give us a call or fill out our contact form. We’ll work with you to get access and then verify you’re set up for success going forward.