What pay per lead means operationally
You are still charged when a qualifying lead comes in rather than for a click. The difference is the campaign around it. Performance Max can show ads across more of Google's surfaces and relies more on the assets, conversion settings and signals you give it than a classic LSA profile does.
Classic LSA versus Performance Max pay per lead
Classic LSA leans on your profile, reviews, verification, job types and service areas, with relatively few settings. Performance Max adds campaign level controls such as assets, audience signals and conversion goals, and usually needs more attention to what counts as a lead and what that lead is worth. Exact features depend on how Google configures the program for your category.
What to review before your account moves
- Which job types and service areas are producing booked jobs today
- How leads are marked as booked or lost, so outcomes carry over
- Current budget and what a booked job is worth
- Profile details, photos and descriptions that may become ad assets
- Phone and message handling, since lead volume can shift during transition
- Any Search Ads already running, to avoid overlap
Lead quality and conversion settings
The biggest risk in a transition is losing track of which leads were good. Before and after the move, we keep a consistent record of lead outcomes so the new campaign is judged on booked work, not on raw lead counts.
Transition checklist
- Export or record recent lead history and outcomes
- Confirm verification documents are current
- Review job types and areas so only wanted work carries across
- Prepare clear photos and service descriptions
- Agree a starting budget and a review date
- Watch lead quality closely for the first weeks after the move
What we manage
We prepare the account before the move, set up and monitor the new campaign under our Google Ads certification, keep lead outcome tracking consistent and adjust budget and settings as data comes in. We also coordinate with any search campaigns so the two support each other.