# Local Services Ads: Complete Guide 2026 | Enrich Labs > Learn how Local Services Ads work in 2026: pay-per-lead pricing, Google Verified badges, $53 average CPL, bidding, lead credits, and the move into Google Ads. _Source: https://www.enrichlabs.ai/blog/local-services-ads-complete-guide-2026_ --- ## TLDR Local Services Ads (LSAs) sit above paid Search ads and organic results when someone searches for a local service. You pay only when a customer calls, messages, or books. You do not pay for clicks. SearchLight's February 2026 home-services benchmark puts average cost per lead at **$53** across 888 contractors and $6.72 million in spend, with a 43.9% book rate and $233 cost per paying customer ([SearchLight](https://searchlightdigital.io/google-local-service-ads-cost-per-lead/)). In August 2026, Google began moving US home-service LSAs into Google Ads as pay-per-lead Performance Max campaigns. Ads still show only on Search and Maps. Historical performance reports do not migrate, so export them before your date ([Google Ads Help](https://support.google.com/google-ads/answer/17213585)). * * * ## Table of Contents - [What Are Local Services Ads?](#what-are-local-services-ads) - [How Local Services Ads Work](#how-local-services-ads-work) - [Eligibility and Screening](#eligibility-and-screening) - [Google Verified, Guaranteed, and Screened Badges](#google-verified-guaranteed-and-screened-badges) - [How Much Local Services Ads Cost](#how-much-local-services-ads-cost) - [Bidding and Budget](#bidding-and-budget) - [What Counts as a Valid Lead](#what-counts-as-a-valid-lead) - [Lead Credits and Disputes](#lead-credits-and-disputes) - [Local Services Ads vs Google Ads](#local-services-ads-vs-google-ads) - [The 2026 Move Into Google Ads](#the-2026-move-into-google-ads) - [How to Improve LSA Results](#how-to-improve-lsa-results) - [Tools That Help Local Service Marketers](#tools-that-help-local-service-marketers) - [How to Get Started](#how-to-get-started) - [Frequently Asked Questions](#frequently-asked-questions) - [The Bottom Line](#the-bottom-line) * * * ## What Are Local Services Ads? [Local Services Ads](https://business.google.com/us/ad-solutions/local-service-ads/) connect a local business with people who search Google for the services you offer. The unit appears at the top of Search and on Maps with your name, reviews, service area, a call or message button, and (when you qualify) a Google verification badge. Leads arrive as phone calls, messages, or bookings from the ad. You manage them in the Local Services inbox today, and in Google Ads Lead Manager after migration ([Google Local Services Help](https://support.google.com/localservices/answer/6224841?hl=en&co=GENIE.CountryCode%3DUS)). You do not need a website. Google generates the listing from your profile, service categories, and your [Google Business Profile](https://business.google.com/us/resources/articles/build-online-presence-with-local-services-ads/). That is why LSAs sit next to, not inside, classic keyword Search campaigns. For teams that already run Search or Performance Max, pair LSAs with a structured [Google Ads](https://www.enrichlabs.ai/blog/best-ai-for-google-ads-2026) plan instead of treating them as a replacement. Local intent is one slice of [online marketing for small businesses](https://www.enrichlabs.ai/blog/online-marketing-for-small-businesses-complete-guide-2026). Map and Search demand still need [SEO for small business](https://www.enrichlabs.ai/blog/seo-marketing-for-small-business-2026-guide) and a [marketing funnel](https://www.enrichlabs.ai/blog/marketing-funnel-complete-guide) that turns a booked call into a job. Helena, Enrich Labs' [AI marketing agent](https://www.enrichlabs.ai/blog/what-is-an-ai-marketing-agent), already runs Search campaigns for local businesses, including a dedicated local-services landing page. Use LSA for the pack at the top of the SERP. Use Helena for the Search ads, landing pages, and follow-up that sit under it. * * * ## How Local Services Ads Work 1. A person searches for a service in your area ("plumber near me," "HVAC repair Austin"). 2. Google shows a Local Services unit above standard ads and organic results ([Majux on SERP hierarchy](https://www.majux.com/how-to-set-up-local-service-ads-google/)). 3. The person taps your listing to call, message, or book. 4. You get an email and an inbox item. From that point the lead is yours to close. 5. Google charges you if the contact is a valid lead ([How leads work](https://support.google.com/localservices/answer/7195435?hl=en)). Answer calls and messages. Google states that regular failure to respond can hurt ranking ([Getting started](https://support.google.com/localservices/answer/6224841?hl=en&co=GENIE.CountryCode%3DUS)). Ranking also weighs proximity, reviews, and responsiveness ([How to grow with LSAs](https://business.google.com/us/resources/articles/build-online-presence-with-local-services-ads/)). Booking leads exist in the US and Canada only. They are not available for health care verticals ([Getting started](https://support.google.com/localservices/answer/6224841?hl=en&co=GENIE.CountryCode%3DUS)). Speed to lead is the same problem [customer service](https://www.enrichlabs.ai/blog/social-media-and-customer-service-2025) teams already measure as [average time in queue](https://www.enrichlabs.ai/blog/average-time-in-queue-in-customer-service) and [average resolution time](https://www.enrichlabs.ai/blog/average-resolution-time). A missed LSA call is a paid conversation you already bought. Treat it like a ticket, not like a voicemail you will get to later. Developers can pull lead data through the [Local Services API](https://developers.google.com/local-services-ads/guides/local-services-api-overview) or, after migration, through Google Ads lead tools. If you already push offline conversions for Search, keep LSA booked-job data in the same CRM so [marketing automation](https://www.enrichlabs.ai/blog/marketing-automation-for-small-business) can score and follow up. * * * ## Eligibility and Screening LSAs are limited to certain categories and countries (US, UK, Canada, and several EU markets). US categories include plumbers, HVAC, electricians, roofers, locksmiths, lawyers, dentists, movers, house cleaning, pest control, and many others. Some categories are state-limited (for example architect in California and Florida only). Dining verticals are limited to a handful of US cities ([full US category list](https://support.google.com/localservices/answer/6224841?hl=en&co=GENIE.CountryCode%3DUS)). Google screens businesses that advertise directly. Checks vary by category and country and can include ([How providers qualify](https://support.google.com/localservices/answer/6230381?hl=en)): - **License or business registration.** Google verifies state, provincial, or country licenses where practical. - **Insurance.** Type and minimums depend on category and location. - **Background checks.** Owners and, in some cases, technicians, via third-party vendors. - **Advanced verification.** Public records, Ads history, sometimes video interviews. - **Reviews.** Volume rules vary by category. Clio notes personal-injury firms need more reviews than a generic one-review floor ([Clio LSA eligibility](https://help.clio.com/hc/en-us/articles/17588487065627-Google-s-Local-Services-Ads-for-Clio)). - **Ongoing ratings.** Repeated serious complaints can drop rank or hide the ad ([LSA policy](https://support.google.com/adspolicy/answer/6245891)). Some listings come through partner affiliates (Homesnap, Lawyer.com, Networx, Top Rated Local). Those businesses carry the partner logo and follow the partner's screening, not Google's ([qualification Help](https://support.google.com/localservices/answer/6230381?hl=en)). **Pre-badge ads.** After preliminary checks (license or registration, review minimums, billing and budget), you can run ads below fully verified providers while you finish onboarding. Pre-badge ads are not available for garage door, health care, or locksmiths ([Getting started](https://support.google.com/localservices/answer/6224841?hl=en&co=GENIE.CountryCode%3DUS)). Check eligibility at [ads.google.com/local-services-ads](https://ads.google.com/local-services-ads/). Not every market or vertical is open ([r/LocalServicesAds](https://www.reddit.com/r/LocalServicesAds/comments/1i3r0n8/how_to_qualify_for_an_local_services_ads_account/)). If you sell into healthcare or home care later, LSA rules get stricter (no booking leads, no auto credits in health). Plan [healthcare digital marketing](https://www.enrichlabs.ai/blog/online-marketing-for-small-business) and [brand protection](https://www.enrichlabs.ai/blog/brand-protection-complete-guide-2025) as separate workstreams from HVAC-style LSAs. * * * ## Google Verified, Guaranteed, and Screened Badges Google's consumer-facing language has shifted. Current US Help pages emphasize the **Google Verified** badge: your profile passed Google's screening, and the checks you completed show on the profile ([Getting started](https://support.google.com/localservices/answer/6224841?hl=en&co=GENIE.CountryCode%3DUS)). The badge is unavailable for dining verticals (Food and Beverage, Restaurants, Dessert and Coffee). Google's August 2025 business article still describes three trust marks that appear during signup ([How to grow with LSAs](https://business.google.com/us/resources/articles/build-online-presence-with-local-services-ads/)): - **Google Guarantee.** Screening plus a money-back guarantee on covered work ([guarantee policy](https://support.google.com/localservices/answer/7549288)). - **Google Screened.** Used in professional verticals such as law. - **License Verified.** Google confirmed applicable licenses. Treat the Help Center as the source of truth for what appears on your live ads. UK pages still mention Guaranteed, Screened, and License verified together ([UK LSA page](https://business.google.com/uk/ad-solutions/local-service-ads/)). After the 2026 Ads migration, eligible businesses keep the Google Verified badge; insurance and license re-verification are not required solely because of the move ([migration Help](https://support.google.com/google-ads/answer/17213585)). Badges are trust marks, not a substitute for [social proof](https://www.enrichlabs.ai/blog/social-media-for-brand-awareness) on your site or [reviews you earn after the job](https://www.enrichlabs.ai/blog/social-media-customer-experience-complete-guide). A Guarantee badge next to a 2.8-star GBP still loses to a 4.8-star competitor without the badge. * * * ## How Much Local Services Ads Cost You pay per valid lead. Prices vary by market, job type, lead type (call vs message vs book), and bid mode ([How leads work](https://support.google.com/localservices/answer/7195435?hl=en)). Message leads are often cheaper than phone leads because Google prices them on estimated likelihood to book. **Home-services benchmarks (February 2026, SearchLight):** $6.72 million spend, 888 contractors, 126,650 leads ([SearchLight LSA CPL](https://searchlightdigital.io/google-local-service-ads-cost-per-lead/)). Category CPL Book rate Avg ticket Closed ROAS Electrical $39 43.4% $1,434 8.52x HVAC $51 44.0% $2,110 9.55x General / all trades $54 43.9% $1,831 7.84x Plumbing $57 44.5% $1,714 6.85x Drain / sewer $59 39.5% $1,521 5.50x **Blended** **$53** **43.9%** **$1,826** **7.84x** SearchLight also reports $233 cost per paying customer and 42.8% CRM match rate. CPL alone is a weak KPI. A $40 lead that books 30% of the time costs more per job than a $60 lead that books 48% of the time. Same dataset vs Google Ads (January 2026 SearchLight Ads sample): LSA CPL $53 vs $104 blended Ads and $149 non-branded Search. LSA tickets averaged $1,826 vs $2,465 on Ads. LSA is cheaper per customer and more repair-weighted. Search often wins larger install jobs. National averages hide metro premiums. Use your own close rate and ticket, not the $53 headline, to set a weekly cap. Track this the same way you track [social media ROI](https://www.enrichlabs.ai/blog/social-media-roi-complete-guide) and [cost per engagement](https://www.enrichlabs.ai/blog/cost-per-engagement): revenue after the conversation, not the conversation itself. * * * ## Bidding and Budget Until your account migrates, you set an **average weekly budget**. Google can spend above that in a given week, but not above monthly max (weekly budget times average weeks in a month). After you hit monthly max, the ad stops until the next month or you raise the budget ([How leads work](https://support.google.com/localservices/answer/7195435?hl=en)). **Bid modes** ([How bidding works](https://support.google.com/localservices/answer/10125017?hl=en)): - **Maximize leads (recommended).** Google sets bids. Google suggests a budget that can buy about 10 leads per week so the model has enough volume. Allow about two weeks for learning. - **Target cost per lead (tCPL).** Automated, with an optional average target. - **Max per lead.** A hard ceiling. This mode is removed after the Ads migration. Bids can lift position, but reviews and response speed still matter ([ad rankings](https://support.google.com/google-ads/answer/7527305)). After August 2026 migration, weekly budgets convert to daily (weekly / 7), monthly cap is daily × 30.4, and manual bidding plus vertical-level tCPL go away ([migration Help](https://support.google.com/google-ads/answer/17213585)). Helena already runs Maximize Clicks Search campaigns for local businesses. Once LSAs live inside Google Ads, keep Search and LSA budgets in one weekly review. That is the same [agentic marketing](https://www.enrichlabs.ai/blog/agentic-marketing-complete-guide-2026) habit as watching PMax and Search together: one account, two jobs, one booked-job number. * * * ## What Counts as a Valid Lead You are charged when a customer finds your LSA and you have a real contact, including ([How leads work](https://support.google.com/localservices/answer/7195435?hl=en)): - **A message or email** (US and Canada). - **A voicemail**, or the caller uses an IVR to request a callback or book. - **A live answered call.** - **A missed call you return** by text, email, or voicemail. - **A booking request** (US and Canada). Invalid or low-quality contacts can be uncharged at first contact. Charged leads can be re-scored later. Google will **not** typically credit: after-hours valid contacts, advice-only calls on a service you offer, canceled bookings, price shopping, no reply to your callback, a subtype you listed but do not actually do, temporary inability to serve an area you generally cover, general-lawyer opt-in leads, or a quote you already gave ([How leads work](https://support.google.com/localservices/answer/7195435?hl=en)). Call recordings are not available for tax specialists or health care verticals. If you advertise through a partner affiliate, Google's credit rules do not apply the same way ([partner affiliates](https://support.google.com/localservices/answer/9376644)). This is why [audience segmentation](https://www.enrichlabs.ai/blog/audience-segmentation-complete-guide) on the job-type list matters more than a bigger weekly budget. Every extra category is a SKU you promised Google you sell. * * * ## Lead Credits and Disputes Google now leans on **automated lead credits** instead of a full manual dispute queue ([Automated lead credits](https://support.google.com/localservices/answer/15100654?hl=en-gb)): - **Models skip charging** some invalid leads immediately. - **Charged leads can be credited later**, usually within 30 days. The original charge still shows on the invoice. - **Credits are not available** for health care, tax specialists, or EMEA advertisers. - **Google no longer credits** "job type not serviced" or "geo not serviced." Fix categories and service areas instead. - **Use the Lead Feedback Survey.** Feedback can improve future mix and sometimes trigger a bonus credit. Inbox statuses: Not charged, Charged, In review, Credited. Advertisers on [r/PPC](https://www.reddit.com/r/PPC/comments/1ff1byy/anyone_else_frustrated_with_google_lsas_new/) have documented the shift away from one-click disputes. Plan for process, not for winning every junk call back. If junk volume is high, tighten job types and ZIP codes before you raise budget. For Search campaigns under the same local intent, keep the same discipline you use in [Google Ads](https://www.enrichlabs.ai/blog/best-ai-for-google-ads-2026) work: match the offer to the query, then measure booked jobs, not just lead count. * * * ## Local Services Ads vs Google Ads Local Services Ads Standard Google Ads Search Pricing Pay per valid lead Pay per click (or conversion bidding) Targeting Categories + service area, no keywords Keywords, audiences, assets Placement Search + Maps local unit, above typical ads Search (and other networks if you enable them) Trust mark Google Verified / Guarantee / Screened when eligible None equivalent Website Optional Almost always required Control Simpler; less copy and keyword work Full RSA, negatives, landing pages Best use High-intent "near me" jobs Brand, comparison, high-ticket installs, categories LSA does not cover Google's own small-business article frames LSA as pay-per-lead and Search as pay-per-click, and says many businesses run both ([Google Ads vs LSA](https://business.google.com/us/resources/articles/small-business-marketing/)). Kickcharge's older breakdown is still a useful control checklist ([8 differences](https://www.kickcharge.com/blog/8-differences-between-local-service-ads-vs-google-ads/)). PPC operators on [r/PPC](https://www.reddit.com/r/PPC/comments/1n3azdp/lsa_vs_ads/) often report the same: LSA owns the top slot; Search catches overflow and jobs LSA does not send. Do not turn off Search the week LSA goes live. Use LSA for repair and emergency demand. Use Search for branded queries, financing offers, and jobs your LSA categories omit. Layer [remarketing](https://www.enrichlabs.ai/blog/remarketing-retargeting-complete-guide) for people who hit the site from Search but did not call. Keep [Meta ads](https://www.enrichlabs.ai/blog/best-ai-for-meta-ads-2026) for awareness and review generation, not as a substitute for the local pack. [A/B testing](https://www.enrichlabs.ai/blog/what-is-ab-testing) still applies on the Search side (headlines, LP, offer). LSA has almost no copy to test. Your tests are hours, job types, budget, and answer rate. * * * ## The 2026 Move Into Google Ads Google is folding LSAs into Google Ads as **Performance Max campaigns with pay-per-lead goals** ([official migration article](https://support.google.com/google-ads/answer/17213585)). **Unchanged:** pay-per-lead; Search and Maps only (not YouTube, Display, or Gmail); keywordless targeting; Verified badge carries over. **Changed:** - **One login.** Manage budgets, targeting, and lead replies in Google Ads. The old LSA dashboard redirects after your date. - **Reports do not migrate.** Campaign performance (impressions, historical spend, ad-level stats) stays behind. Export first ([View LSA reports](https://support.google.com/localservices/answer/6226265)). Lead history (contacts, threads, recordings) does migrate. - **Manual bidding and per-vertical tCPL are removed.** Multi-trade shops that need different CPLs should split campaigns after migration. Create extra campaigns at [g.co/localservices](https://g.co/localservices). You still cannot create new pay-per-lead campaigns inside Ads yet. - **Weekly budget becomes daily / 7.** Monthly cap is daily × 30.4. - **BBB callouts go away.** Add at least six other structured callouts. - **GBP syncs one-way.** Name, address, and hours flow from Business Profile into Ads. A name or address change can pause the campaign 24-48 hours for review. **Timeline:** August 2026, select US home and storefront trades (plumbing, HVAC, electrical, appliance repair, house cleaning, lawn care, roofing, pest control, moving). Late 2026, more US service-area and custom-bid accounts. 2027, non-US and remaining categories. You get email 14 days out, a dashboard banner, and a 7-day reminder. Allow up to two weeks for delivery to restabilize ([Razor Rank summary](https://razorrank.com/google-ppc-resources/lsa-migrates-to-google-ads/)). Lead Manager after migration: Goals → Conversions → Leads. Watch Conversions (charged leads), Cost, and Cost / conv. If you already use Helena on Search, treat this as an ops change: one login, one billing surface, same local LP. Helena can monitor the new PMax-PPL campaign the same way it already watches Maximize Clicks Search campaigns for local businesses. That sits next to [AI marketing automation](https://www.enrichlabs.ai/blog/ai-marketing-automation-the-complete-2026-guide) for the rest of the stack, not instead of a human who answers the phone. Export data before the 14-day window. Business Insider coverage of the same migration also flags seasonal CPL history as something you will lose if you skip the export ([Business Insider](https://markets.businessinsider.com/news/stocks/pxlperfect-designs-urges-home-service-businesses-to-export-local-services-ads-data-before-google-s-migration-1036461373)). * * * ## How to Improve LSA Results Google lists the levers that move rank and volume ([grow with LSAs](https://business.google.com/us/resources/articles/build-online-presence-with-local-services-ads/)): 1. **Proximity.** Do not draw a service area you cannot staff. Distant ZIPs waste budget and invite uncredited "we don't go there" calls. 2. **Reviews.** Volume and score both matter. Ask after completed jobs (US/Canada tools exist in the inbox). 3. **Speed to lead.** Answer or text back in minutes. Missed calls you never return still become charged leads if the customer left a real request. 4. **Google Business Profile.** Hours, photos, services, and address now feed the ad more tightly. Wrong hours create after-hours charged leads you will not get credited. 5. **Bid mode and budget.** Maximize leads needs enough weekly volume. Starving the campaign trains it on a thin sample. 6. **Job types.** Remove services you decline. Google will not credit those leads anymore. 7. **Callouts and photos.** After migration, load photos (up to 100) and six callouts. Skip BBB. Track book rate and revenue in your CRM. SearchLight's $53 CPL is only "good" if your ticket and close rate clear first-job margin. For the rest of the local stack, keep [small-business social](https://www.enrichlabs.ai/blog/small-business-social-media-marketing-2026) and [content calendars](https://www.enrichlabs.ai/blog/social-media-content-calendar-complete-guide) running so reviews and brand searches stay warm. Watch [competitors](https://www.enrichlabs.ai/blog/social-media-competitor-analysis-complete-guide) who buy both LSA and Search. Use [GEO](https://www.enrichlabs.ai/blog/generative-engine-optimization-geo-complete-guide-2026) so AI answers name you when someone asks ChatGPT for a plumber, not only Google. Helena keeps Search creative, negatives, and reporting moving when the owner is on jobs, not in Ads Editor. That is the [human + AI](https://www.enrichlabs.ai/blog/human-role-in-social-media-management-in-the-age-of-ai) split that works for local: software watches the account; a person closes the job. * * * ## Tools That Help Local Service Marketers ### 1\. **Helena (Enrich Labs): runs Search next to LSA** Helena is the [AI marketing agent](https://www.enrichlabs.ai) we recommend first for local operators who already (or soon will) live inside Google Ads. It builds and watches Search campaigns, landing pages, and follow-up while you answer LSA calls. It does not replace Google's LSA product. It covers the keyword and content layer LSA never will. Start at [agent.enrichlabs.ai](https://agent.enrichlabs.ai). **Best for:** HVAC, plumbing, agencies, and multi-location teams that need Search + reporting without a full-time PPC hire. ### 2\. **Google Local Services / pay-per-lead PMax** The native product. Signup still starts at [g.co/localservices](https://g.co/localservices) until Ads can create new PPL campaigns. **Best for:** Eligible trades that can pass screening and answer the phone. ### 3\. **Housecall Pro / Workiz style field software** Job inboxes that connect LSA leads to dispatch ([Housecall Pro](https://help.housecallpro.com/en/articles/4005026-job-inbox-integration-with-google-local-service-ads), [Workiz](https://help.workiz.com/hc/en-us/articles/18054413410065-Boosting-your-bookings-with-Google-Local-Services-Ads)). Book rate is the metric SearchLight says actually decides whether $53 CPL is cheap. **Best for:** Trades already on a field-service CRM. ### 4\. **Clio (and other vertical CRMs)** Law and professional verticals have extra review and license rules ([Clio](https://help.clio.com/hc/en-us/articles/17588487065627-Google-s-Local-Services-Ads-for-Clio)). **Best for:** Firms that need LSA plus case intake, not a plumber dispatch board. * * * ## How to Get Started 1. Confirm category and market on the [eligibility checker](https://ads.google.com/local-services-ads/). 2. Claim or verify Google Business Profile. You will need owner/manager access. 3. Submit licenses, insurance, and identity docs. Complete background checks. 4. Meet the review minimum for your category. 5. Set weekly budget and bid mode. Start on Maximize leads if you can fund about 10 leads per week. 6. Route the LSA number to a phone that humans actually answer. Enable messages if you can reply in-app. 7. Pause the ad when the calendar is full. An ignored lead still costs money and hurts rank. 8. Export LSA reports now if you are in a phase-one US trade. 9. Keep a Search campaign live for brand and overflow. Helena can own that layer. US signup phone listed by Google: 1-877-824-3983 ([Getting started](https://support.google.com/localservices/answer/6224841?hl=en&co=GENIE.CountryCode%3DUS)). * * * ## Frequently Asked Questions ### What are Local Services Ads? Google's pay-per-lead ads for local service businesses. They appear at the top of Search and on Maps. You pay when someone calls, messages, or books, not when they click ([Google](https://business.google.com/us/ad-solutions/local-service-ads/)). ### How much does a Local Services Ad lead cost? SearchLight's February 2026 home-services sample averaged **$53** per lead ($39 electrical to $59 drain/sewer). Your market and trade will differ ([SearchLight](https://searchlightdigital.io/google-local-service-ads-cost-per-lead/)). ### Do I need a website? No. Google builds the listing from your profile and Business Profile ([Google](https://business.google.com/us/resources/articles/build-online-presence-with-local-services-ads/)). A site still helps Search campaigns, [SEO](https://www.enrichlabs.ai/blog/seo-services-for-small-business-2026), and organic Maps. ### What is the Google Guaranteed badge? A trust mark that means Google screened the business and, for covered jobs, stands behind the work with a money-back guarantee ([guarantee Help](https://support.google.com/localservices/answer/7549288)). Current US Help also uses **Google Verified** for businesses that passed screening. ### Can I run LSAs and Google Ads together? Yes. Google recommends it for many small businesses ([comparison](https://business.google.com/us/resources/articles/small-business-marketing/)). LSA takes the local pack slot. Search covers keywords and offers LSA cannot express. ### When do LSAs move into Google Ads? Phase one: August 2026, select US home/storefront trades. Broader US late 2026. Rest of world and leftover categories in 2027 ([Google Ads Help](https://support.google.com/google-ads/answer/17213585)). ### Will I still pay per lead after the move? Yes. The new campaign type is Performance Max in name only for network: it stays Search + Maps and pay-per-lead ([Google Ads Help](https://support.google.com/google-ads/answer/17213585)). ### Why was my dispute denied? Automated credits replaced most manual disputes. Geo and job-type mismatches are no longer credited. Health, tax, and EMEA accounts do not get auto credits ([credit Help](https://support.google.com/localservices/answer/15100654?hl=en-gb)). ### How does this fit with the rest of my marketing? LSA is bottom-funnel local demand. Pair it with [AI marketing](https://www.enrichlabs.ai/blog/ai-marketing-complete-guide), [best marketing tools for small business](https://www.enrichlabs.ai/blog/best-marketing-tools-for-small-business-2026), and [how to replace agency busywork with AI](https://www.enrichlabs.ai/blog/how-to-replace-your-marketing-agency-with-ai) so reviews, Search ads, and follow-up do not stall when you are on a truck. * * * ## The Bottom Line Local Services Ads buy the top of Google for people ready to hire. The product is simple: categories, map, badge, pay per conversation. The hard parts are screening, answer rate, and reading CPL against booked revenue. In 2026 the product also changes address. Export reports, decide whether multi-trade accounts need split campaigns, and treat Google Business Profile as live ad inventory. If you already buy Search for local jobs, keep both. Use LSA for "near me" demand. Use [Helena](https://www.enrichlabs.ai) to run the Search side, watch cost and conversions, and keep landing pages and follow-up in motion while your techs are on site. Start a trial on [agent.enrichlabs.ai](https://agent.enrichlabs.ai) when you want that layer without adding headcount.