Change coming · as of October 20, 2026
Canadian accounts stay on Local Services Ads for now. Google says non-US accounts move to Google Ads in 2027. US accounts started moving in August 2026.
"2027: Non-U.S. accounts, and all remaining business categories that were not migrated in 2026 will transition to Google Ads." Google
Google is rolling this out in phases. The date above is when we last checked Google's migration page.
The bottom line
Until the 2027 move, Canadian accounts run Local Services Ads as they are today, on a weekly budget. US accounts moved first, starting August 2026, so you can see what’s coming.
Canada also gets booking leads, where a customer books a time straight from your ad. Google says these are only available in the United States and Canada.
Get told when these prices change
Providers change fees with little notice. We email you what changed when a price here does, and nothing else.
How Google charges in Canada, in Google's words
Visit Google Local Services Ads- Price per lead
- Not published
- No rate card; price varies.
- "Lead prices may vary depending on your location, the job type, the type of lead, or your bidding mode, but each lead received will count towards your budget." Source
- What counts as a paid lead
- Answered call, missed call over 20 seconds in business hours, text or email, voicemail, booking request
- "You missed a phone call during your business hours and the customer stays on the line for more than 20 seconds." Source
- Repeat contacts
- Same customer within 15 days is not charged again
- "Once a lead is charged, any follow-up calls or messages with that customer are not charged again, provided there is interaction within 15 days and the contact comes from the same phone number or email address." Source
- Budget
- Monthly max = average weekly budget x average weeks per month
- "You can spend more than your average weekly budget in a given week on your leads, but you’ll never spend more than your monthly max." Source
- Credits for bad leads
- Automatic credits only; no credit for wrong job type or outside service area; credits usually within 30 days
- "Google no longer supports credits for “job type not serviced” and “geo not serviced” leads." Source
- "In most cases, credits will be applied to your account balance within 30 days. Note that the original lead charge will still appear on your invoice." Source
Quotes copied from Google Local Services Ads' own pages, checked Oct 20, 2026.
Your budget today, and after the move
Today: you set an average weekly budget. Google can spend more than that in a busy week but never more than your monthly maximum, which is your weekly budget times the average number of weeks in a month.
After the move in 2027: Google’s migration page says your weekly budget is divided by 7 to make a daily budget, and the month is capped at that daily figure × 30.4. Your monthly cap should come out the same. What changes is how you control spend, since manual max cost-per-lead bidding isn’t supported in Google Ads.
Getting ready for 2027
Worth doing now:
- Keep your lead history. Google says old Local Services Ads reports won’t be accessible after an account moves. Download them now and keep a copy.
- Tighten your service types and areas. Google no longer credits leads for job types or areas you don’t serve. That rule applies today.
- Know your cost per lead. Once manual bidding goes, you steer with a target instead of a cap, so know the most a lead is worth to you. The calculator below gives that number.
- Watch for Google’s email. Google says the account administrator gets an email 14 days before the migration date and a reminder 7 days later.
The 2027 move, from Google's migration page
Visit Google Local Services Ads- When Canada moves
- Non-U.S. accounts migrate to Google Ads in 2027
- "2027: Non-U.S. accounts, and all remaining business categories that were not migrated in 2026 will transition to Google Ads." Source
- Google Verified badge
- Google Verified badge and verified status carry over; insurance and license reverification no longer required
- "your verified status and your Google Verified badge will transfer to Google Ads automatically. Insurance and license reverification are no longer required" Source
- Warning before the move
- Email 14 days before your migration date, a reminder 7 days later; allow up to two weeks for performance to settle
- "The account administrator listed on your profile will receive an advance notification email 14 days before your migration date, along with warning banners inside your current dashboard. A final reminder email is sent 7 days later." Source
- "allow up to two weeks for the migration process to fully complete and for your campaign performance to ramp back to stable levels." Source
Quotes copied from Google Local Services Ads' own pages, checked Oct 20, 2026.
Who it’s for, and who should skip it
Good fit: trades that answer calls during business hours and can take bookings, in areas where homeowners search Google first.
Skip it if: your phone often goes to voicemail. A voicemail and a missed call over 20 seconds in business hours are both charged leads.
What a Google lead costs you per job
Put in your cost per lead from your Local Services Ads account, in Canadian dollars.
Cost per won job on Google Local Services Ads
Job numbers below are examples: put in yours. A platform box is filled in only when the platform publishes that number.
- Google Local Services Adsprice not published, enter yours below
Google Local Services Ads
Enter your Google Local Services Ads lead price to see the cost
"Most you can pay per lead" is the lead price where profit after leads is zero at your close rate. "Break-even close rate" is the share of reached leads you need to win to cover the month's lead costs.
Every unanswered lead is money spent twice: once on the lead, again on the next one. Field service apps that reply and book for you
Rather pay only when a homeowner picks you? HomeStars charges a fee only when you’re shortlisted, or visit HomeStars. Compare all 7 Canadian platforms on the contractor leads hub.
Common questions
Are Google Local Services Ads available in Canada?
Yes. Google runs Local Services Ads in Canada, and its help center says booking leads, where a customer books through your ad, are only available in the United States and Canada. Google publishes no Canadian price list; lead prices vary by location, job type and lead type.
When do Canadian Local Services Ads move to Google Ads?
Google's migration page says non-US accounts move to Google Ads in 2027, after the US phases that started in August 2026. Google emails the account administrator 14 days before the migration date, with a reminder 7 days later.
What is a valid lead on Local Services Ads?
An answered call, a missed call during business hours where the caller stays on the line for more than 20 seconds, a text or email, a voicemail, or a booking request. If the same customer gets back in touch within 15 days from the same number or email, it isn't charged again.
Is Google Guaranteed now called Google Verified?
Google's migration page calls the badge the Google Verified badge, and says your verified status and badge carry over to Google Ads automatically when your account moves. It also says insurance and licence reverification are no longer required after the move.
What happened to Google Screened?
Google says it is "launching a single badge for all advertisers": Google Verified, which eligible advertisers who completed verification get automatically. It has also ended the Money Back Guarantee that came with the Google Guarantee badge: customers can claim only for services booked before December 7, 2025.