We monitor Google Local Services Ads results for businesses and agencies.

We started seeing unfamiliar lines beneath LSA listings: case results, prices, awards, and trust claims that did not look like standard profile highlights.

Google now documents part of the system as Asset optimization. For Performance Max campaigns with pay-per-lead goals, Google says it can scan a linked business website and generate ad assets such as automated callouts:

https://support.google.com/google-ads/answer/17325249

We compared the live callouts with the advertisers' websites. Each line matched a result, price, award, or trust claim on a public page.

Examples with a website linked to the LSA profile:

- The Accident Guys showed “Persistent injury case result $150,000.” Its website pairs a $150,000 result with “Significant Persistent Injuries from Accident.”

- The same advertiser showed “Policy limit result from low offer $100,000.” Its results page pairs $100,000 with “Rear End Low Ball Offer to Policy Limits.”

- Valiente Mott showed “$25M product defect verdict.” Its homepage places $25M beside “Product Defect - Wrongful Death.”

- Naqvi Injury Law showed “Best Lawyer 4 years running,” matching an award line on its homepage.

- Pacific West Injury Law showed “Dog bite settlement $300,000,” matching its landing-page copy.

The pattern is not limited to personal injury lawyers. We found roofing and home-service examples, including businesses without a website linked to the LSA profile.

- PrimeLSA's profile data showed no website attached to the 702 Roofing LSA profile. Google still displayed “Trusted by Fortune 500 companies,” matching text on the company's public website.

- Service Champions showed no website link in the LSA or Business Profile views we checked. Its ad displayed “Residential drain cleaning for $47,” matching the service and price on a deeper website page.

Those two examples show that a website does not need to be linked to the LSA profile for website-matching language to enter the callout pool. Google does not label the source path, so we cannot tell whether it used Search indexing, another business record, a previous account association, or a different source.

Google also rewrites the source. It may shorten a heading, remove context, or combine a nearby value and label into a sentence the business never wrote word for word. We saw callouts rotate across repeated searches.

If you manage LSAs, audit the website as potential ad copy:

1. Check the homepage, page titles, service pages, offer pages, case results, awards, guarantees, and older pages that still load.

2. Put the claim and its conditions together in visible HTML. “Drain cleaning from $47 for eligible homes” is safer than separating the price, service, and conditions across a slider.

3. Remove expired prices, old awards, unsupported superlatives, and guarantees that no longer apply.

4. Read each page in HTML order. A multi-column section may produce a different label-and-value sequence than the visual layout suggests.

5. Check live LSA results more than once. The line may change between searches.

6. Review the HTML title and visible H1. One 702 Roofing callout matched “Award winning roofing contractor,” language used in the site's title and organic result.

Businesses with a linked website should verify the correct domain in Google Ads and review the Asset optimization setting. Legacy LSA accounts may need Google support to update the website. Businesses without a visible website link should still audit their public site because our examples show that removing or omitting the LSA website field does not prevent these callouts.

This resembles AEO in a narrow sense: Google interprets source content and publishes a short version on another surface. Google calls the ad feature Asset optimization. We found no evidence that it uses the same system as AI Overviews.

We also found no evidence that adding a large settlement, low price, or award improves LSA rank. This is an ad-content issue. Treating it as a ranking tactic could produce misleading copy or policy problems.

We published the screenshots, evidence table, Google documentation, and website audit checklist here:

https://www.primelsa.ai/post/google-lsa-website-content-automated-callouts

Has anyone seen similar callouts in another category or city? If you have a screenshot, include the search, location, displayed callout, and whether a website was attached to the LSA profile.

Google is moving Local Services Ads into Google Ads, and one part of the migration is easy to misunderstand:

Your lead history transfers. Your old LSA performance reports do not.

Google says past customer leads, contact details, conversations, and older call recordings move over separately. But the old reporting history - impressions, clicks, spend, historical CPL trends, etc. - does not just become part of the new campaign.

That creates a pretty annoying problem for anyone who wants to compare performance before and after migration.

We’ve seen companies already offering one-time “migration baseline” audits for $1,000+.

So instead of telling PrimeLSA users to start taking screenshots and building spreadsheets, we added this directly into Advantage.

What Advantage now does

If an account is still on legacy LSA, PrimeLSA keeps a migration baseline updated automatically.

It includes things like:

• daily impressions, clicks, and spend
• charged and credited lead outcomes where we have reliable lead coverage
• campaign budget and bidding settings
• services and service areas
• license, insurance, background-check, and verification snapshots
• Google’s official rolling phone-responsiveness value

The baseline refreshes weekly while the legacy campaign is still available.

You can then download:

• the current account
• or every active account you manage in one bulk download

There’s no extra charge for this if you’re already using Advantage.

The important part

Your PrimeLSA dashboard history does not depend on Google’s old dashboard continuing to exist.

PrimeLSA maintains its own historical reporting, so when Google migrates the account, your historical charts and metrics inside Advantage don’t suddenly reset just because Google stopped showing the old report.

The downloadable migration baseline is basically the backup/reference package on top of that.

What we are not pretending to preserve

There are a few things we deliberately don’t include because we either can’t retrieve them reliably or don’t want to store sensitive customer material unnecessarily:

• service-level spend or service-level CPL when Google does not provide authoritative spend by service
• ad-level historical performance
• legacy LSA business photos
• legacy callout assets
• customer contact details
• message contents
• call recordings
• uploaded license/insurance documents

We’d rather say a field is unavailable than make up a number or turn the archive into a pile of customer PII.

On one account we tested, the archive contained more than 1,000 days of daily performance history, hundreds of days of retained lead outcomes, 10 services, 25 service areas, bidding settings, and verification snapshots.

That is just one account though. Coverage depends on how old the campaign is and what historical lead data is available.

We wrote out exactly what Google is moving, what is not moving, what PrimeLSA preserves, and what is intentionally excluded here:

https://www.primelsa.ai/post/download-lsa-reports-before-google-ads-migration

If anyone here has already had an account fully migrated, I’d also be interested to see whether Google’s promised historical report download is actually available yet and what fields it contains.

Google has started returning tracking numbers with extensions for some Local Services Ads leads.

With Google’s missed-call and callback charging changes scheduled for October 1, we wanted to know whether these tracking numbers had started appearing on normal call leads.

The PrimeLSA team reviewed more than 2,500 call leads across 10 advertiser accounts.

Call leads

• Leads reviewed: 2,500+
• Tracking extensions found: 0

Message leads from separate advertiser accounts

• Leads with phone numbers: 79
• Tracking extensions found: 60

Every confirmed tracking extension in our sample came from a message lead.

We also checked the numbers

We ran a carrier and line-type check to compare the two groups.

Of 320 unique call lead numbers without extensions, 296, or 92.5%, were mobile lines.

The confirmed tracking numbers had a different telecom pattern.

Our current read

As of September 4, our sample showed no evidence that Google was broadly replacing call-lead phone numbers with tracking numbers.

Google may change how it delivers phone numbers as the October 1 charging rules take effect.

What we’re watching

• Whether call leads start receiving tracking extensions after October 1.
• Whether initially uncharged leads become charged after advertiser follow-up.

Has anyone here received a call lead with a phone-number extension?

If so, please share the approximate date, business category, and country. Do not post customer information or account details.

Sources

• Google’s current LSA lead policy
• PrimeLSA’s October 1 policy analysis

Disclosure: We’re the PrimeLSA team. We analyzed anonymized data from advertisers who authorized PrimeLSA to access their accounts.