Google Is Moving Local Services Ads Into Google Ads: What That Means for Your Business

Google’s making a change to how Local Services Ads (LSAs) are managed, and if you run a home improvement business or any kind of local service company, it’s something worth knowing about. 

Starting in August, LSAs will start moving into the main Google Ads platform. The shift will roll out slowly, and most customers will not notice anything at all, but it does change how you handle things on your end.

If you use LSAs to bring in calls or bookings, it helps to know what is coming and what you might need to do before your account moves. 

Keep reading for everything you need to know. 

Q: What is Google changing about Local Services Ads?  

As mentioned, Google is moving Local Services Ads into the main Google Ads platform. The transition starts now and will continue over the next couple of years. If your business depends on LSAs, especially in home improvement or other local service industries, this is something you’ll want to keep an eye on.

Q: What are Local Services Ads again?  

These are the ads that show up at the top of Google Search with the Google Guaranteed badge. Instead of paying for clicks, you only pay when someone reaches out through a call, message, or booking. A lot of service-based businesses like these ads because of the focus on real leads, not just traffic.

Q: So what exactly is changing?  

The ads themselves are not changing. What’s changing is where you manage them. LSAs currently have their own dashboard, and Google is phasing it out, putting all your advertising tools in one place. For context, Google has been doing this with other products too.

Q: Will customers notice anything different?  

Nope! LSAs will still appear on Search and Maps, and businesses will still pay for qualified leads. The update is happening behind the scenes, so customers won’t see anything new on their end.

Q: Is there anything businesses should do before the switch?  

Yes. Google’s already said that historical performance data will not automatically transfer. If you look back at older reports or track year-over-year numbers, DOWNLOAD EVERYTHING you want to keep before your account moves! Google will send a notice in advance so you’ll know when your migration is coming.

Q: Why is Google making this change?  

Google hasn’t said this is part of a major strategy shift. To us, it looks more like consolidation. The company has been bringing more tools into Google Ads so advertisers don’t have to jump between multiple dashboards, simplifying the process. 

Q: What is the main takeaway for local service businesses?  

If your business uses Local Services Ads, this update doesn’t require a big strategy change. It’s simply a reminder to prepare for the transition. When your account is ready to move, save your reports, check your settings, and get familiar with the new layout inside Google Ads.

At Bennington Brookstone, we keep track of platform updates so you don’t have to. Ready to start improving your digital ads, SEO, or social media strategy? Call, DM, or email us at sbellem@brookstone.com. We’re here to help your business reach new customers and impress the ones you already have!