Google’s Plumbing-Ad Migration Ends Manual Bidding and Leaves Old Reports Behind

Google’s move of selected U.S. plumbing advertisers into Google Ads comes with two changes businesses need to prepare for: manual maximum-cost-per-lead bidding ends, and historical campaign performance reports do not transfer. Advertisers who want to keep those records need to save them before their accounts move.

The phased migration began in August 2026, according to Google’s transition guidance. It places Local Services campaigns inside Google Ads while retaining billing for valid leads. Each affected account receives its own migration notice.

Customer conversations move; old reports stay behind

Google says customer contact details and conversation history transfer to the new platform. Previous campaign-level performance reports, including historical spending and ad-performance data, do not. The old dashboard becomes inaccessible after migration.

Google advises advertisers who need their reports immediately to take screenshots before the switch. Its guidance says a dedicated download page for historical reports is forthcoming.

Budgets and bidding change together

The migration also converts weekly budgets into daily averages. Google says monthly spending is capped at that daily average multiplied by 30.4, although spending can vary by day. Advertisers can review their budget and bidding targets in the new campaign settings.

Manual maximum-cost-per-lead bids are no longer supported after migration. Businesses can still pause a campaign. In the new dashboard, Google labels charged leads “Conversions” and shows their average cost, making the budget settings and saved reports useful starting points for tracking the move.