We've got all this AI being shoved into Google Ads, but still today if I type the letter 'e' in "impression" when building a report, none of the selectable columns show anymore.

Local Services Ads are moving into the Google Ads UI – Your top anticipated questions answered 🙂 This has been a long-time ask, and while I’m out of the office and unable to respond to questions directly for a couple of weeks, I thought I’d schedule this post to tackle a few questions I thought might come up: ❓ Why is Performance Max with pay-per-lead goals the new option for Local Services advertisers in Google Ads? What changes should we expect? PMax is the only campaign type that serves on both Search and Maps inventory, and LSAs will continue to *only* show on Search and Maps via this new goal type within PMax. It is specifically designed to meet the needs of LSA advertisers. With Performance Max with pay-per-lead goals, LSAs will continue to have the same billing model (only pay for leads), still bid on job types within your service areas (vs. keywords), and still be eligible for the same inventory on Search and Maps exclusively. There are no plans to change this. ❓ What’s the benefit to advertisers in moving from Local Services Ads to the Google Ads UI? Ease of use is a big one. No more hopping back and forth between LSA and Google Ads accounts. Local businesses will have a single platform to manage all their Google advertising – while keeping their existing LSA targeting and billing framework. Businesses will be able to manage and reply to customer message leads from within Google Ads. And any updates you make in GBP will now get reflected in your campaigns in real-time. ❓ Will advertisers be able to access historical data after their transition date? Unfortunately this will not be possible. Advertisers won’t be able to access their historical performance reports or LSA dashboard after their campaign has transitioned to Performance Max for pay-per-leads. We *strongly recommend* all advertisers download their historical data ahead of their transition timing. I’d start that process ASAP. Each advertiser will receive notification in advance of their transition. ❓ What’s the timing & what do I need to do? The initial account integrations will start in August and roll out in structured phases over the subsequent months, prioritizing performance stability. Campaign setups will pre-populate using Google Business Profile details and all existing Local Services Ads settings – including targeting parameters, budgets, and visual assets – will be preserved. No action will be needed by advertisers. Just be sure to download your historical performance reports. Check out the Help Center for more details. Let me know if you have any questions, and I’ll respond to them when I’m back on 8/3.