LSA-Max, ChatGPT + Yelp, Legal Karma, Google Self-Preferencing Fine

LSAs Now P-Max PPL

Local Services Ads (LSAs) are merging into Google Ads and will run as Performance Max campaigns optimized for pay-per-lead goals. Google says, "This transition allows you to manage all your Google advertising in one unified platform while keeping the pay-per-lead model." The migration will roll out in phases over several quarters. Advertisers will receive an email 14 days ahead of their migration. PPL billing, category targeting and ad placements will remain the same. However, other things are changing. Everything is moving into the Google Ads platform (no old performance reports). Google will pre-populate campaigns with core GBP business details, which can't change without changing GBP. Photos and service areas will also be pre-populated but can be edited. Phone numbers can be customized for lead routing. Manual bidding (e.g., max CPL) is going away. Target CPAs will work differently and must be separated into separate campaigns for separate industries (e.g., plumbing vs. HVAC). Weekly budgets convert to a daily average but monthly billing will be capped (at that daily average × 30.4). No more BBB callouts, but other standard options remain: hours, payment methods, years in business, etc. Early local marketer reactions have been mixed: some view this as a net positive; others are upset about losing manual bidding. There's also concern about introducing greater complexity in the Google Ads/Performance Max environment. But from Google's POV, this certainly makes sense as the company seeks to rationalize its ad infrastructure and fully automate campaigns.