Google has published three new Help Center pages explaining how Performance Max campaigns with pay-per-lead goals will work, following its announcement that Local Services Ads (LSAs) are being integrated into Google Ads.
The documentation provides the clearest look yet at how advertisers will configure, target and optimise the new campaign type.
What’s happening. The newly released Help pages cover three key areas of the rollout:
- Campaign settings for Performance Max campaigns with pay-per-lead goals.
- Targeting options for pay-per-lead campaigns.
- Best practices for maximising performance.
The guides outline how advertisers can configure campaigns, define service areas, select business categories and optimise toward lead generation rather than traditional conversion objectives.
Why we care. The Help pages offer more insight into Google’s plan to bring Local Services Ads into the broader Google Ads ecosystem. Instead of managing LSAs separately, eligible advertisers will increasingly be able to run pay-per-lead campaigns through Performance Max, potentially simplifying campaign management while expanding automation.
Bottom line. Google’s latest Help documentation provides advertisers with an early roadmap for managing Performance Max campaigns with pay-per-lead goals, ahead of the wider rollout of Local Services Ads within Google Ads.
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