Four Years of Local Services, Preserved

01Why this document exists

Google is moving Local Services Ads into Google Ads as a Performance Max campaign, starting this month. Lead records move across. The performance reporting behind them does not. Once the account migrates, the history you are about to read stops being retrievable from Google's own dashboard.

So we pulled all of it and archived it on our side. Four years, every lead, every charge, every credit.

The headline is a good one. $32.91 per lead over four years is a strong number in this trade, and it is below the roughly $51 that HVAC contractors pay for Local Services leads nationally. This channel has been working for you for a long time.

02The full record, year by year

03What customers were asking for

Where Google recorded a service type, the pattern is consistent and it is worth noticing, because it does not match where most contractors expect their Local Services money to come from.

04What this means going into the migration

You are entering the Performance Max transition with a four-year record that most contractors will lose, because most will not know to export it before the switch.

• You have a baseline. $32.91 per lead across four years is the number any new system has to beat. Without this export, that comparison would simply not exist after the migration.
• You have a seasonal shape. Four summers of month-by-month data show where the demand actually falls in this market, which is what the campaign calendar is now built against.
• You have proof of what customers want. Two maintenance requests for every repair request, sustained over four years, is a strategy input rather than a statistic.
• You know what the gaps cost. $1,710 in unanswered messages and four years of undisputed junk leads are both now systematised rather than remembered.