Google is folding Local Services Ads into Google Ads.
If you run roofing ads through the Local Services dashboard, your account is in the first wave. Migration starts August 2026. Google named roofing specifically, right alongside plumbing, HVAC, and electrical.
This is not a rebrand. Your dashboard goes away. Your historical reports go with it, unless you pull them first.
What Is Not Changing
Four things stay exactly the same.
- •You still pay per lead. — Phone calls, messages, bookings. Not clicks.
- •Your ads still show only on Google Search and Google Maps. — Despite the Performance Max name, these campaigns do not expand into YouTube, Gmail, or Display.
- •Your targeting stays keywordless. — Google still matches you by service type and service area, pulled straight from your Google Business Profile.
- •Your Google Verified badge transfers automatically. — If you already passed verification, you do not redo it. No new insurance checks. No new license checks.
What Actually Changes
Four real changes are coming. None of them are optional.
- •Your historical reports disappear. — Past impressions, clicks, weekly spend, ad level performance. Gone once you migrate. Your lead history stays. Your performance history does not. Export it now, before your migration date hits.
- •Your weekly budget becomes a daily budget. — Google divides your current weekly number by 7. Your monthly spend still caps at that daily number times 30.4. If you think in weekly numbers, this will feel different the first few days.
- •Manual bidding and vertical level Target CPA go away. — If you bid one number for roofing leads and a different number for gutter leads inside the same account, Google collapses that into one campaign level target. Want to keep separate bid targets? Set up separate campaigns before you migrate.
- •BBB callouts are being removed. — Replace them in your Assets tab with at least 6 other structured callouts. Business hours. Specialties. Payment methods accepted. Takes ten minutes.
The Notice Timeline
Google does not surprise you with this.
Fourteen days before your migration date, your account administrator gets an email. A banner shows up inside your current Local Services dashboard too.
Seven days later, a reminder lands.
Once migration finishes, you get a confirmation email.
On the day itself, trying to log into your old Local Services dashboard just redirects you straight into Google Ads.
One more thing. Allow up to two weeks after migration for your campaign performance to fully stabilize. Ads keep running the whole time. The ramp back to normal just takes a beat.
What To Do Before Your Date Hits
Five steps. Do them before your 14 day notice even lands.
- 01.
Export your historical reports.
Log into your Local Services dashboard now. Pull your performance reports. Save them somewhere that is not that dashboard. - 02.
Screenshot your current bidding setup.
If you run different cost per lead targets by service category, write down what they are before Google collapses them into one number. - 03.
Decide if you need separate campaigns.
If keeping separate bid targets by service matters to you, plan to split into separate campaigns before your migration date, not after. - 04.
Check your weekly budget math.
Divide it by 7. That is your new daily number. Multiply that by 30.4. That is your new monthly cap. Know both before migration day. - 05.
Line up your BBB callout replacements.
Pick at least 6 structured callouts to add in the Assets tab. Hours, specialties, payment methods, whatever fits. Have them ready to add the day your dashboard changes over.
►Will I lose my Google Verified badge during migration?
No. If you already passed verification, your badge transfers automatically. No new insurance or license checks required.
►Can I create new pay per lead campaigns inside Google Ads right now?
Not yet. New campaign creation still has to go through g.co/localservices during the transition. In platform creation comes later.
►Do my past customer leads carry over?
Yes. Contact details, message history, call recordings. All of it moves to the new Lead Manager inside Google Ads. It is your performance reports that do not carry over, not your leads.
►What happens if I change my business name or address during migration?
Small updates sync automatically within 24 hours. Bigger changes, like a new business name or a new physical address, trigger a verification review. That can pause your campaign for 24 to 48 hours, so time those changes carefully around your migration date.
Google decides who gets found. Your account being ready for how homeowners search, before and after a platform migration, is exactly why the Search-to-Booked System exists.