Quick answer: Google is moving roofing Local Services Ads (LSA) accounts into Google Ads as pay-per-lead Performance Max campaigns. Roofing was included in the first wave, which began in August 2026. Your ads can still appear in the same Google Search and Maps locations, but six key settings change: budgets, bidding, target CPA, performance history, BBB callouts, and profile syncing.
What Google Changed for Roofing LSAs
Google is retiring the standalone Local Services Ads dashboard. Every LSA account moves into Google Ads as a Performance Max campaign with pay-per-lead goals. Roofing sits in the first group Google named.
The pay-per-lead model stays. You still pay only for valid calls and messages, not clicks. Your ads still show only on Google Search and Google Maps, in the same positions as before.
The roofing Local Services Ads you know are not going away. The place you manage them is.
The rollout timeline
| Phase | Who moves | When |
|---|---|---|
| Phase 1 | Select U.S. home and storefront services, including roofing, HVAC, plumbing, electrical, and pest control | August 2026 |
| Phase 2 | Service-area businesses without a storefront, plus accounts with custom bidding or booking setups | Late 2026 |
| Phase 3 | Non-U.S. accounts and all remaining categories | 2027 |
Most roofing companies run as service-area businesses with no storefront. That means many roofers will land in Phase 2, not Phase 1. Check your inbox now either way.
Google emails the account admin 14 days before migration, then sends a final reminder 7 days later. On migration day, the old LSA login redirects you to Google Ads.
The 6 Settings That Change on Migration Day
Six settings change the day your roofing LSA account moves. Google applies most of them automatically, so nothing warns you inside the account afterward.
| Setting | Before (LSA dashboard) | After (Google Ads) |
|---|---|---|
| Budget | Weekly budget | Daily average: weekly budget ÷ 7, monthly cap = daily × 30.4 |
| Bidding | Manual max cost per lead allowed | Manual bidding removed |
| Target CPA | Separate targets per service category | One blended target per campaign |
| Performance history | Impressions, spend, and reports in the dashboard | Not carried over; past leads and call recordings do carry over |
| BBB badge | BBB callout shown | BBB callouts removed; add at least 6 structured callouts |
| Profile sync | Edited inside LSA | Name, address, hours sync one way from your Google Business Profile |
1. Weekly budgets become daily budgets
Google divides your average weekly budget by 7. A $1,400 weekly budget becomes a $200 daily average. Daily spend can run higher on busy days, but the month caps at $200 × 30.4, or $6,080.
2. Your max cost-per-lead bid goes away
Google Ads does not support manual bidding on these campaigns. If you capped roofing leads at $90 each, that cap disappears. Google’s automated bidding takes over.
3. Category targets merge into one
Many roofers run roofing, gutters, and siding in one LSA account with different target CPAs. After migration, Google calculates one campaign-level target for all of them. To keep separate targets, you need separate campaigns per service.
4. Your performance reports disappear
Past impressions, clicks, weekly spend, and ad reports do not move to Google Ads. Your lead history does. Google says a download page is coming, and it tells advertisers to screenshot reports now if they need them.
5. The BBB callout is gone
Google no longer supports BBB callouts. It asks advertisers to pick at least 6 other structured callouts, such as specialties, hours, or payment methods.
6. Your Google Business Profile now drives your ads
Business name, address, and hours sync from your Google Business Profile into Google Ads. A big change to your name, address, or primary category triggers a 24 to 48 hour review. Your campaign may pause during that review.
What This Means for Roofing Companies
Roofing feels this change more than most trades because roofing leads cost more. Ignite Visibility estimates roofing LSA leads at $60 to $150 each, the top of the home services range it lists. When each lead costs that much, losing bid control or pausing for two days costs real money.
We see three roofing-specific risks.
Storm season pauses. A roofing company that changes its address or primary category in Google Business Profile during hail season can trigger a 24 to 48 hour review. That pause can cost a week of storm calls in a single weekend. Make profile changes before storm season, not during it.
Blended cost per lead. Roof replacement leads justify a higher bid than gutter cleaning leads. One blended target can push spend toward cheaper, lower-value jobs. Split campaigns by service if your margins differ by job type.
No baseline to judge results. Google warns performance can take up to two weeks to stabilize. Without your old reports, you can’t tell if a dip is the migration or the market. Export your numbers before the switch.
Anna Anderson of A-Squared Marketing told Roofing Contractor that small mismatches across Google accounts can have a big impact. Her advice: clean up your business name, address, phone, ownership, and license details before your migration email arrives. Source
There is good news too. Your Google Verified status and badge carry over automatically. Google also says insurance and license reverification are no longer required at migration.
Before Your Migration Email Arrives
The 14-day notice gives you two weeks, and you cannot pause the switch. Run these checks on every roofing LSA account now, before Google picks the date.
- Export or screenshot your LSA reports. Save the last 12 months of leads, spend, cost per lead, and charged vs. disputed leads by month. This becomes your baseline.
- Write down your current bids and budgets. Note each category’s target CPA and your weekly budget. You’ll need them to rebuild separate campaigns later.
- Match your Google Business Profile to your LSA profile. Business name, address, phone, hours, and primary category must line up. Fix mismatches now, outside of storm season. Our roofing Google Business Profile guide covers what to check.
- Pick 6 structured callouts. Replace the BBB callout with roofing-specific ones, such as “Free Roof Inspections,” “Financing Available,” or “Storm Damage Repair.”
- Confirm who receives Google’s emails. The 14-day notice goes to the account admin on the LSA profile. If that’s a former office manager, you’ll miss it.
- Get access to Google Ads. If you’ve only used the LSA app, set up or confirm your Google Ads login now. Lead replies, lead feedback, and lead downloads all move there.
The First Two Weeks After Migration
Google says to allow up to two weeks for a migrated campaign to settle. Hold off on big changes during that window, but watch these numbers daily.
- Daily spend vs. your old weekly pace. Confirm the daily average equals your old weekly budget ÷ 7.
- Cost per lead. In Google Ads, “Cost / conv.” now shows your average cost per lead. Compare it to the baseline you exported.
- Lead mix by service. Check if the blended target shifted leads from replacements toward repairs or gutters.
- Lead source in your CRM. Downloaded leads from the new Leads page should still tag as LSA in your tracking. Our roofing call tracking tips explain how to keep attribution clean.
After day 14, split campaigns by service if your lead mix drifted. You can’t build new pay-per-lead campaigns inside Google Ads yet, so Google points advertisers to g.co/localservices for that step.
FAQs About the Roofing LSA Migration
Are Google Local Services Ads going away for roofers?
No. Google is moving Local Services Ads into Google Ads, not ending them. Roofing companies still pay per valid lead, and ads still show at the top of Google Search and Maps. What changes is where you manage budgets, bids, and leads. The old LSA dashboard closes once your account migrates.
When will my roofing LSA account migrate?
Google started with select U.S. home service categories, including roofing, in August 2026. Service-area businesses without a storefront move in late 2026. Most roofing companies fit that second group. Google emails your account admin 14 days before your date, with a final reminder 7 days later.
Will I lose my roofing LSA data after migration?
You lose your performance reports, but not your leads. Past impressions, clicks, weekly spend, and ad reports do not transfer to Google Ads. Customer contact details, message history, and older call recordings do transfer. Export or screenshot your reports before migration so you keep a cost-per-lead baseline.
Can I still set a max cost per lead for roofing leads?
No. Google Ads removes manual bidding, including a max cost per lead, for these campaigns. Separate targets by service category also merge into one campaign-level target. To keep roof replacement and gutter leads on different targets, build a separate campaign for each service after migration.
Does my Google Verified badge carry over?
Yes. If your roofing company already passed business verification, your verified status and Google Verified badge transfer to Google Ads automatically. Google says insurance and license reverification are no longer required at migration. The BBB callout does not carry over, so add at least 6 structured callouts instead.
Get Your Roofing LSA Account Ready
The roofing companies that prepare now keep their lead flow steady through the switch. Those that wait for the email get 14 days and no pause button.
Built-Right Digital manages Google Ads for roofers, including Local Services Ads. We export your baseline, match your profiles, and rebuild service-level campaigns after migration. See how we work with roofing companies, or book a call and we’ll review your LSA account before Google moves it.
