What carpet cleaners should do as Local Services Ads move to Google Ads

What is moving and what stays the same

Google's transition page covers the move of Local Services Ads (LSA) into Google Ads, where each account runs as a Performance Max campaign with pay-per-lead goals. The charge model doesn't change, because Google says you "still only pay for valid leads (such as phone calls and messages) rather than ad clicks." Google also says your ads "will continue to show exclusively on Google Search and Google Maps."

For a carpet cleaning company, the number that matters through all of this is booked jobs. You want to know how many jobs LSA booked last month and what each one cost, both before the move and after it. This post covers the move itself. Our LSA setup guide covers getting started, and our post on how to dispute bad LSA leads covers credits. Both sit under our carpet cleaning paid ads guide.

When your account moves

Google is moving accounts in three phases, according to its help pages as of October 16, 2026. The first began in August 2026 for "select home and storefront service advertisers" in the US. Google's supported verticals page says late 2026 adds broader groups, including service-area businesses without storefronts and accounts with custom bidding or booking setups. Non-US accounts and the remaining categories move in 2027.

Google's first phase covers only "select" advertisers, so your category alone doesn't tell you when your account moves. The date that counts is the one in Google's email to your account.

Save your booked-job history before the move

Your LSA reports won't come with you. Google says your earlier campaign-level performance metrics don't carry over, and it suggests screenshots before migrating if you need those reports right away. Google says historical reports will be available to download later, but take screenshots of the reports you use to count booked jobs now.

Here is what Google says does transfer automatically:

• Your targeted locations, service types and business categories
• Your budget limits and ad schedule
• Your business photos
• Past leads, with customer contact details, message history and older call recordings, on the new Leads page

Screenshots only cover the past. Keep your own month-by-month log of booked jobs and the channel each one came from, in a spreadsheet or in your CRM. The lead log in our guide to disputing bad LSA leads works well for this, and it has a column for whether each lead booked.

What changes in bidding and budget

Most of the change happens in how you control spend. This table sums up what Google's transition page says about life after the move.

What the budget change looks like in a month

Say your weekly average has been $350. Google turns that into a $50 daily average, and your spend for the month can't go past $50 × 30.4, which is $1,520. That example only shows the math and isn't a suggested budget. Compare the cap with what you spent in a typical month, then look at cost per booked job once the first full month is in.

The single Target CPA matters if you list more than one category. If you also run water damage work, for example, and want a different target for it, Google says to put it in its own campaign.

Before your migration date

1. Make sure the person who should get Google's emails is an admin on the account.
2. Screenshot the reports you use to count leads and booked jobs.
3. Write down your current bid mode and any max per lead, since manual bidding ends.
4. Decide whether any category needs its own campaign and target.
5. If your ad uses a BBB callout, write at least 6 other callouts. Google's pay-per-lead goals page allows up to 6 callouts per category.
6. Check your business name, address and hours in your Google Business Profile, because Google Ads copies them from there. Our Google Business Profile guide covers the profile.

After your account moves

1. Open Goals > Conversions > Leads and confirm your past leads and call recordings are there.
2. Go to Admin > Notifications. Google says at least one user must stay opted in to lead emails, so make sure it's the person who books the jobs.
3. Check the daily budget under Campaigns > Settings.
4. Check your photos and callouts under Campaigns > Assets.

Google says to allow up to two weeks for the migration to fully complete and for performance to settle. After that, compare the month after the move with the month before it. Google's main columns are Conversions, Cost and Cost / conv., and your own log tells you which of those leads turned into booked jobs.

Google's pay-per-lead goals page lists direct phone calls as a required lead type and texts or emails as optional. It lists bookings as "Optional, available starting in October 2026." If something looks wrong, Google's migration support line is +1-844-205-0011, Monday to Friday, 9:00 AM to 8:00 PM EST.

Google says eligible existing advertisers who've completed verification requirements will automatically earn the new Google Verified badge, and the badge change won't affect your LSA ranking. The old LSA dashboard sends you to Google Ads after the move. Any brand-new pay-per-lead campaign still starts at g.co/localservices.