Google’s planned move of Local Services Ads into Performance Max is easy to misread as a cosmetic update. The bigger shift is operational: campaign management, budgets, bidding and lead workflows are moving into Google Ads.
Meagan McLoughlin walked through the practical prep work in a recent Search Engine Journal webinar. Her advice centers on one distinction: the tools are changing more than the ads people see.
What’s actually changing
The migrated campaigns are expected to keep Local Services Ads placements on Google Search and Maps rather than expanding into the full placement set of a standard Performance Max campaign. But behind the scenes, budgets become daily instead of weekly, manual bidding gives way to automated bidding, and service-category-level targets consolidate into a campaign-level target CPA.
For advertisers that set different targets by service category, that change may force a fresh look at campaign structure. The point is to plan for it now, not assume every existing setup will break.
Export your performance reports first
Historical LSA performance data will not transfer into Google Ads. As McLoughlin put it, “historical local service ad performance reporting does not transfer.” Download and save those reports before the account moves.
Agencies should make this an explicit, repeatable step for every client account. The reports you save now become the baseline for evaluating lead volume and quality after migration.
Verify tracking numbers, don’t replace them
Google has told CallRail that existing preferred LSA tracking numbers should carry over, but that is not a guarantee for every account. McLoughlin recommended checking the details after migration.
- Confirm the migrated Google Ads campaign uses the preferred Local Services Ads number.
- Keep Google Business Profile and LSA numbers distinct so you can tell which source generated a call.
- Use a dedicated static number for LSA; do not reuse a dynamic website tracking number.
- Review service-specific campaigns to preserve attribution when leads are split by vertical.
Watch budget pacing and lead quality together
A weekly budget converted into a daily setting can change how your team monitors spend even if the overall plan is unchanged. Review the converted budget and target CPA with clients so the controls are clear.
Automated bidding also makes independent lead data more important. Call recordings, transcripts, attribution and qualification tags help you spot quality shifts and document poor-fit leads. That evidence can support a dispute, though McLoughlin noted refunds have become harder to get.
Assign each account a migration owner
For agencies, a staggered rollout creates coordination risk. Use a tracker with each account’s migration date and a clear owner for Google’s notices. Also address scope: bringing LSA and Google Ads into one interface does not automatically clarify who manages the work or whether it is covered in the retainer.
Your LSA migration audit checklist
Before migration
- Confirm who receives migration notices and who owns the move; record the date.
- Export historical LSA reports and save them outside the platform.
- Document campaign structure, weekly budget and service-category bidding targets.
- Review Google Business Profile name, address, hours and category for accuracy.
After migration
- Check the converted daily budget and campaign-level target CPA.
- Verify the campaign’s phone number and routing, keeping LSA and Business Profile numbers separate.
- Monitor spend, lead volume and lead quality against your saved reports.
A simple before-and-after audit turns a technical migration into a controlled process. Save the baseline, verify the switch, and keep your own call data as the source of truth.
Source: Search Engine Journal
