Google Adds Required Fields to Local Services Ads: Here's What Changes
Performance Max campaigns for local services now require country code and Google Business Profile IDs. Owners running these ads need to update their setup.
The 5-second version
- Google Ads API now requires country code and Google Business Profile listing ID when creating Local Services Performance Max campaigns
- App campaigns have new bidding goal options for campaigns not using target CPA or target ROAS
- Missing these fields will block new campaign creation, so account managers need to audit existing setup
Google updated its Ads API with two structural changes affecting local services and app advertisers. Local Services Performance Max campaigns now require two fields that weren't mandatory before: a country code and a Google Business Profile listing ID. App campaigns also gained new bidding goal options for campaigns not relying on target CPA or target ROAS models.
What Local Services Owners Need to Do
If you run a service business, plumbing, electrical, HVAC, locksmith, or similar, and use Performance Max to reach local customers through Google Ads, these changes affect how you launch new campaigns. Google now requires you to provide your country code and your Google Business Profile listing ID when setting up a new Local Services Performance Max campaign.
This isn't optional. Without both fields properly filled in, the API will reject the campaign creation request. If you work with an agency or marketing manager, they need to know your Google Business Profile listing ID and confirm your country code is set correctly in your account.
App Campaign Bidding Gets More Options
If you advertise a mobile app, Google added new bidding goals for app campaigns that don't use target CPA (cost per acquisition) or target ROAS (return on ad spend). This gives you alternative optimization paths if those two models don't fit your app's performance goals.
What to Check Right Now
- Confirm your Google Business Profile is up to date and active
- Locate your Google Business Profile listing ID (found in your GBP account settings)
- Verify the country code on your Google Ads account matches where your business operates
- If you're planning new Local Services campaigns, have this information ready before setup
These aren't retroactive changes, existing campaigns will continue to run. But any new Local Services Performance Max campaign you create after this release will need the country code and GBP listing ID in place before Google accepts it.
Questions owners ask
Do my existing Local Services ads need these new fields?
According to Google's release notes, the country-code and Google Business Profile listing-ID fields are newly required for Local Services Performance Max campaign creation. If you plan to create new campaigns, you'll need both fields in place.
Where do I find my Google Business Profile listing ID?
Your Google Business Profile listing ID is in your Google Business Profile account. You can locate it in your account settings or in the URL when you're logged into your profile.
What happens if I don't add these fields?
Google's API release notes indicate these are required fields for new campaign creation, meaning campaigns won't be created without them.
Are there new bidding options for app campaigns?
Yes. Google released new bidding goals for app campaigns that don't use target CPA or target ROAS, giving you more flexibility in how you optimize campaign performance.
