Google is already moving Local Services Ads into Google Ads as Performance Max campaigns with pay-per-lead goals.
We’ve talked about that migration before.
But there’s one detail buried in Google’s migration documentation that agencies really shouldn’t ignore:
Your historical LSA performance reports are NOT moving with you.
After an account migrates, the old Local Services Ads dashboard will no longer be accessible. Google says previous campaign-level reporting, including historical impressions, clicks, spend and other performance data, won’t carry into Google Ads.
Your previous customer lead history will transfer.
Your historical performance reporting will not.
And for an agency, that distinction matters.
Think About What You Could Lose
Imagine a plumbing client has been running LSA for two years.
Six months from now, they ask:
“How did last September compare to this September?”
“What was our average LSA cost per lead before we increased the budget?”
Or maybe you’re preparing an annual review and want to show how much performance improved since taking over the account.
That historical data is part of the story you use to prove your value.
You don’t want to discover during the reporting meeting that it’s no longer sitting there waiting for you.
What Agencies Should Do Now
I’d make an LSA backup part of your account-management checklist.
For every LSA account you manage:
Google says a dedicated historical report download page is coming. But its current recommendation is straightforward: if you need the data now, take screenshots before migration.
There Are Other Things Worth Checking After Migration Too
Once the account moves, agencies should also verify the transferred settings.
Google is converting weekly budgets into daily averages. Manual bidding is being removed. Vertical-level Target CPA settings are also being deprecated, and businesses with different categories may need separate campaigns if they want separate bidding rules.
So this isn’t just a new interface.
There are enough operational changes here that agencies should have a before-migration and after-migration checklist for every affected client.
And the migration has already started for select U.S. home-service advertisers, including plumbing, HVAC, electrical, roofing, pest control, appliance repair, house cleaning, lawn care and moving.
If those are the niches you serve, this is something I’d put on the operations list now.
One Less Thing for Your Agency to Keep Chasing
Google Ads, LSAs, tracking, bidding, reporting, migrations. The platform keeps changing, but your clients still expect you to know what changed and what needs to be done.
That’s a big part of why agencies work with InvisiblePPC.
We provide the white-label PPC and local advertising fulfillment team behind your agency, so you don’t have to build an internal department just to keep up with every platform change.
