Google to integrate Local Services Ads into Performance Max

Image credit: Search Engine Journal

Google will integrate its Local Services Ads (LSAs) into the Performance Max platform, beginning a phased migration for U.S. advertisers in August 2026.

This shift will alter how advertisers manage, measure and optimize LSA campaigns, though core elements like the pay-per-lead model and ad placements will remain unchanged, according to Google.

The initial group of U.S. advertisers will transition in August 2026, with the full migration expected to continue through 2027, Google reported.

Advertisers will see changes in key areas including budget allocation, bidding strategies, historical reporting and daily campaign management, Google stated.

Some existing LSA settings will convert automatically to the Performance Max environment, while others will be retired, a Google spokesperson said.

Google also advised advertisers to save certain historical data, as some information may become inaccessible after the migration.

Meagan McLoughlin, an expert from CallRail, noted that advertisers should prepare for adjustments to their campaign workflows.

Google plans to host a webinar to provide advertisers with a detailed walkthrough and a checklist to help them prepare for the upcoming platform integration.

Source: Search Engine Journal