Google’s Local Services Ads Mobile App to Be Retired in January 2025: What Advertisers Need to Know

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Google has announced that the Local Services Ads (LSA) app, a popular tool for managing local service campaigns, will be discontinued on January 6, 2025. While this may feel like a significant change for businesses relying on LSAs for lead generation and visibility, there’s no need to panic. Your campaigns will remain active and unaffected, and you’ll still be able to manage them seamlessly through the Google Ads platform at ads.google.com/localservices.

This move reflects Google’s broader effort to simplify and streamline its advertising ecosystem. By transitioning Local Services Ads management to the primary Google Ads interface, businesses will benefit from a more integrated and efficient approach to ad management. Key advantages include:

  • Centralized Campaign Management: Consolidate all your Google Ads campaigns, including LSAs, in one place for easier navigation and management.
  • Enhanced Tools and Analytics: Take advantage of Google Ads’ robust suite of tools to gain deeper insights and optimize campaign performance.
  • A Seamless User Experience: Eliminate the need for multiple logins and platforms with a unified ad management solution.

At Momentum, we understand that changes like these can leave businesses with questions and uncertainties. That’s why we’re here to help you navigate this transition. In this article, we’ll explain what this change means, why it’s happening, and how your business can adapt to ensure your campaigns remain effective. Plus, we’ll highlight how Momentum’s expertise in managing and optimizing Local Services Ads and Google Search Ads can keep your business thriving in the evolving digital landscape.


What Are Local Services Ads (LSAs)?

google lsa local listing ads example

Local Services Ads (LSAs) are a game-changer for businesses aiming to connect with local customers and generate high-quality leads. These ads are prominently featured at the very top of Google search results, ensuring your business gets noticed before organic search results or traditional pay-per-click (PPC) ads. LSAs spotlight essential business details such as customer reviews, contact information, operating hours, and service areas, giving potential customers all the information they need to take immediate action.

What sets LSAs apart is their direct connection to potential customers. With just a click or tap, users can call or message a business, making LSAs an incredibly effective tool for industries like home services, legal services, healthcare, and other sectors that thrive on immediate customer interactions.

Google’s LSA platform is built on a foundation of trust and reliability. To participate, businesses must meet strict eligibility requirements, including passing background checks, providing proof of licensing and insurance, and earning the Google Guaranteed badge. This badge serves as a trust signal to potential customers, reassuring them that they’re choosing a vetted, high-quality service provider.

For businesses, the combination of prime placement, ease of customer engagement, and trust-building features makes LSAs an indispensable part of any local advertising strategy. With LSAs, you’re not just advertising—you’re building credibility, driving leads, and positioning your business as a top choice in your local market.


How to Manage Local Services Ads After the App Retires

Starting January 6, 2025, the Local Services Ads (LSA) mobile app will no longer be available, and businesses will need to manage their LSA campaigns through the Google Ads platform at ads.google.com/localservices. While this change eliminates the convenience of a dedicated app, the Google Ads platform offers a more robust set of tools to help you manage and optimize your campaigns effectively.

Local Service Ads (Google Ads) Web Based Interface

To ensure a smooth transition, here’s a detailed guide to help you adapt:

  1. Log in to Google Ads
    • Visit ads.google.com/localservices and log in using your Google account credentials associated with your LSA campaigns. If you don’t have access, confirm that your account has the necessary permissions or contact Google Support for assistance.
  2. Familiarize Yourself with the Interface
    • If you’ve primarily used the LSA app, spend some time exploring the Google Ads interface. Key features include campaign overviews, performance reporting, and detailed budget management tools.
  3. Review and Update Campaign Settings
    • Ensure your service areas, business details, and budget allocations are accurate and up-to-date. Correct information ensures your ads target the right customers in the most effective way.
  4. Leverage Advanced Reporting Tools
    • Google Ads offers more detailed reporting and analytics compared to the LSA app. Utilize these tools to track key performance indicators (KPIs) like cost-per-lead (CPL), call response rates, and booking conversions. These insights can guide optimization efforts to improve ROI.
  5. Optimize Your Business Profile
    • Regularly update your business profile with fresh information, including new photos, services, and reviews. Active updates can help improve your ranking and attract more leads.
  6. Automate Lead Management
    • Use Google Ads integrations with Customer Relationship Management (CRM) tools to automate lead management. This ensures you stay organized and follow up with leads promptly, increasing conversion rates.
  7. Monitor Your Google Guaranteed Badge
    • Maintaining your Google Guaranteed status is critical for building trust with potential customers. Keep up with any background checks, licensing renewals, or other verification requirements.
  8. Schedule Regular Campaign Reviews
    • Set up regular times to review your campaigns, analyze performance, and adjust targeting, keywords, or budget settings as needed. Google Ads’ platform makes this process easier with its robust reporting and scheduling features.
  9. Seek Expert Assistance
    • If navigating the Google Ads platform feels overwhelming, consider partnering with an experienced agency like Momentum. Our team can help you optimize your campaigns, ensure compliance with Google’s policies, and maximize your lead generation potential.
  10. Explore Additional Google Ads Opportunities
    • With all your campaigns under one roof, consider expanding your advertising strategy by integrating Search Ads, Display Ads, or Performance Max campaigns to complement your LSAs and reach an even broader audience.

Best Practices for Local Services Ads Success

To stay ahead in 2025 and beyond, businesses must adopt strategies that not only maximize the effectiveness of Local Services Ads but also ensure they remain competitive in an evolving digital landscape. By implementing proven techniques and staying aligned with Google’s best practices, businesses can attract more high-quality leads, improve ROI, and establish a stronger presence in their local markets.

local service ads lead report

Here are Momentum’s top tips:

  • Monitor Performance Metrics: Use metrics like cost-per-lead (CPL), call response rate, and booking conversions to evaluate your campaigns and make necessary adjustments.
  • Earn and Maintain the Google Guaranteed Badge: The Google Guaranteed badge instills trust in potential customers. Regularly update your business details and comply with Google’s verification requirements.
  • Encourage Positive Reviews: Customer reviews significantly impact your LSA ranking. Prompt satisfied customers to leave reviews and address any negative feedback constructively.
  • Set Competitive Budgets: Ensure your budget aligns with your market and industry. Momentum can help analyze your competition and recommend optimal spending levels.
  • Target the Right Service Areas: Focus on locations where demand for your services is high. This reduces wasted ad spend and improves lead quality.

Adapting to Change with Momentum

The discontinuation of the Local Services Ads app signals a significant shift in how businesses interact with Google’s advertising tools. While changes like these can feel daunting, they also provide a unique opportunity to refine your digital marketing strategy, explore new growth avenues, and gain a competitive edge. Momentum is here to ensure a seamless transition and continued success with your Local Services Ads and Google Ads campaigns.

Our team specializes in navigating these shifts, offering tailored strategies that drive results and maximize ROI. Whether you’re adjusting to new tools or looking to optimize your campaigns, Momentum is your trusted partner in success. Don’t let the LSA app retirement disrupt your marketing efforts—take your digital marketing to the next level with Momentum. Contact us today to learn how we can help your business thrive in this ever-evolving digital landscape.

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Momentum has become an industry leading source for web design and digital marketing for businesses. We utilize our knowledge to build traffic, leads, and brand awareness for our clients, but we also put some of that information out right here in our blog for anyone looking to learn.