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The LSA Migration Contractors Should Be Preparing for Right Now

📅 July 30, 2026 ⏱️ 26:28 🎤 John Wilson, Sam Preston

Chapters

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  • 0:00
    LSA Migration Overview
    John and Sam discuss Google's major LSA changes, moving it into Google Ads PMAX, and how contractors should prepare.
  • 0:26
    Understanding PMAX LSA
    The discussion clarifies that LSA will now function within the Google Ads PMAX platform, but will remain a pay-per-lead model for now.
  • 0:50
    PMAX's Growing Importance
    Sam explains how PMAX has evolved, becoming more effective for search campaigns and now integrating LSA, suggesting Google's preference for this ad type.
  • 1:33
    Key Changes for Contractors
    The hosts detail the shift from weekly to daily budgets and manual to automated bidding, offering more control over LSA campaigns.
  • 2:08
    Risks of Budget Overspending
    A significant risk is contractors' LSA budgets, which previously underspent, may now be fully utilized under the PMAX system, requiring careful monitoring.
  • 2:36
    Urgent Pre-Migration Tasks
    Contractors need to export historical LSA reports and audit their Google Business Profiles immediately as these will not transfer automatically.
  • 3:10
    Preparing Call-Outs and Monitoring
    The episode advises rewriting call-outs (like BBB affiliations) and preparing for a 1-2 week monitoring period post-migration to track performance.
  • 3:42
    PPC vs. LSA Lead Costs
    New data reveals LSA leads are significantly cheaper than PPC leads, potentially influencing Google's decision to integrate them for higher revenue.

Speakers

J
John Wilson
Host
S
Sam Preston
CEO of Service Scalers

Key Takeaways

✦

Export all historical LSA performance reports (lead volume, cost per lead, total spend, dispute credit history, booking ratings) immediately, as they will not migrate automatically.

✦

Audit your Google Business Profile (GBP) for NAP (Name, Address, Phone) consistency, as GBP will continue to be a foundational profile for LSA ads within the new system.

✦

Prepare for a shift from weekly to daily budgeting for LSA campaigns; ensure your daily budget is high enough to cover peak lead-generating hours (e.g., 4-7 PM).

✦

Develop a campaign structure based on service profitability (average order value) to allocate different CPA targets for various services.

✦

Rewrite and prepare six call-outs, including licensed/insured, 24/7 emergency, and free estimates, as existing BBB call-outs will not transfer.

✦

Be prepared for potential budget overspending, as the new PMAX system may utilize full budgets unlike the previous LSA system; monitor ad budgets closely.

✦

Have a backup lead source in place for the first few weeks post-migration, as the transition could be messy and lead to temporary disruptions.

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