How Roofers Can Prepare for Google's LSA Migration

Google is moving Local Services Ads into Google Ads. Roofers should check account details, documentation and marketing support before the transition reaches them.

For roofing contractors, Anderson said the first signal will likely be an email from Google notifying them that their account is ready to migrate.

“When you get those emails, it’s ‘go’ time,” Anderson said. “You cannot pause.”

Once migrated, contractors will access Local Services Ads leads through Google Ads rather than the existing LSA dashboard. Anderson cautioned that while account information will transfer, historical performance data will not, making it important for contractors to preserve any information they may want for future benchmarking.

The shift matters because Local Services Ads have become an important source of business for many contractors. Anderson said repeat and referral customers often remain contractors’ strongest lead source, followed closely by digital channels such as Google.

The bigger issue, she said, is that Local Services Ads will become more closely connected with contractors’ Google Ads accounts and Google Business Profiles. That could provide businesses with greater access to data, bidding options and campaign controls, but it also makes consistency across Google properties more important.

“Small mistakes are going to have a huge impact,” Anderson said, pointing to licensing, insurance, ownership and other business information that should match across accounts.

Contractors should review their business name, address, phone number, ownership information, licensing and other documentation before the migration reaches their accounts, she said.

“Take the time, clean it up,” Anderson said. “Your clock is ticking.”

For roofers who depend heavily on Local Services Ads, Anderson recommends speaking with their internal marketing team or an outside agency now about how the transition will be handled. Contractors managing campaigns themselves should also become familiar with Google Ads before their account transitions.

There may also be an upside for roofing companies that have kept their accounts and documentation in order. Anderson said tighter connections between Google platforms could make it harder for competitors with incomplete or inconsistent business information to compete.

“This is your time to shine,” she said.