[Local Services campaigns](https://support.google.com/localservices/answer/6224841) let you advertise your business on Google and receive leads directly from potential customers. This guide summarizes the supported operations and restrictions in the Google Ads API. ## Supported operations The Google Ads API supports the following operations for Local Services campaigns. ### Retrieve Local Services campaigns and budgets Local Services campaigns and budgets can be retrieved using the [`GoogleAdsService.Search`](https://developers.google.com/google-ads/api/reference/rpc/v26/GoogleAdsService/Search) or [`GoogleAdsService.SearchStream`](https://developers.google.com/google-ads/api/reference/rpc/v26/GoogleAdsService/SearchStream) method to query for [`Campaign`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign) resources where `advertising_channel_type = 'LOCAL_SERVICES'`. Here is an example: SELECT campaign.id, campaign.status, campaign_budget.id, campaign_budget.period, campaign_budget.amount_micros, campaign_budget.type FROM campaign WHERE campaign.advertising_channel_type = 'LOCAL_SERVICES' > [!NOTE] > **Note:** Starting in **`v24`** , you can retrieve and update existing Local Services Performance Max campaigns (`advertising_channel_type = 'PERFORMANCE_MAX'` and `campaign.pmax_campaign_settings.local_services_enabled = true`) created in the UI by accounts on the allowlist. Starting in **`v26`** , you can also [create new Local Services Performance Max campaigns](https://developers.google.com/google-ads/api/docs/campaigns/local-service-campaigns#create-campaign) through the API. See [Local Services Performance Max campaigns](https://developers.google.com/google-ads/api/docs/campaigns/local-service-campaigns#pmax-campaigns), the [Performance Max for pay-per-lead goals guide](https://developers.google.com/google-ads/api/performance-max/pay-per-lead), and the [Performance Max campaign level performance guide](https://developers.google.com/google-ads/api/performance-max/campaign-reporting#pmax-local-services) for details. ### Edit Local Services campaigns You can update the campaign's [`status`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign#status) and the associated campaign budget's [`amount_micros`](https://developers.google.com/google-ads/api/reference/rpc/v26/CampaignBudget#amount_micros) fields. ### Set the bidding strategy You can set the following bidding strategies as the standard bidding strategy of Local Services campaigns: - [`ManualCpa`](https://developers.google.com/google-ads/api/reference/rpc/v26/ManualCpa) by setting the field [`manual_cpa`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign#manual_cpa) You can set the bids of `ManualCpa` through [`LocalServicesCampaignSettings.category_bids`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign.LocalServicesCampaignSettings#category_bids%5B%5D). You can retrieve and set `LocalServicesCampaignSettings` of Local Services campaigns through [`Campaign.local_services_campaign_settings`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign#local_services_campaign_settings). - [`MaximizeConversions`](https://developers.google.com/google-ads/api/reference/rpc/v26/MaximizeConversions) by setting the field [`maximize_conversions`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign#maximize_conversions) ### Set an ad schedule as a campaign criterion You can set an ad schedule for a Local Services campaign as a campaign criterion. Create an [`AdScheduleInfo`](https://developers.google.com/google-ads/api/reference/rpc/v26/AdScheduleInfo) and set it to the [`ad_schedule`](https://developers.google.com/google-ads/api/reference/rpc/v26/CampaignCriterion#ad_schedule) of the `CampaignCriterion` that is sent to the Google Ads API, using [`CampaignCriterionService.MutateCampaignCriteria`](https://developers.google.com/google-ads/api/reference/rpc/v26/CampaignCriterionService/MutateCampaignCriteria). ### Set location targeting To enable location targeting for a Local Services campaign, add a [`LocationInfo`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocationInfo) and set it to the [`location`](https://developers.google.com/google-ads/api/reference/rpc/v26/CampaignCriterion#location) field of the `CampaignCriterion` that is sent to the Google Ads API, using [`CampaignCriterionService.MutateCampaignCriteria`](https://developers.google.com/google-ads/api/reference/rpc/v26/CampaignCriterionService/MutateCampaignCriteria). For more details, see [Location targeting](https://developers.google.com/google-ads/api/docs/targeting/location-targeting). ### Target specific service types To enable targeting for a specific service type, create a [`LocalServiceIdInfo`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServiceIdInfo) with one of the [Local Services category IDs](https://developers.google.com/google-ads/api/data/codes-formats#local_services_ids), set it on the [`local_service_id`](https://developers.google.com/google-ads/api/reference/rpc/v26/CampaignCriterion#local_service_id) field of a [`CampaignCriterion`](https://developers.google.com/google-ads/api/reference/rpc/v26/CampaignCriterion), and submit it using [`CampaignCriterionService.MutateCampaignCriteria`](https://developers.google.com/google-ads/api/reference/rpc/v26/CampaignCriterionService/MutateCampaignCriteria). You should use a service ID that matches your campaign's targeting [location](https://developers.google.com/google-ads/api/reference/rpc/v26/LocationInfo) and [category](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign#local_services_campaign_settings). ### Submit lead feedback Use the [`ProvideLeadFeedback`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesLeadService/ProvideLeadFeedback) method of the [`LocalServicesLeadService`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesLeadService) to submit rating and feedback for a lead. You can also inspect the [`lead_feedback_submitted`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesLead#lead_feedback_submitted) field of the [`LocalServicesLead`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesLead) to help determine whether a lead was rated and feedback was submitted. ## Unsupported operations The following table lists unsupported operations for standalone Local Services campaigns (`advertising_channel_type = 'LOCAL_SERVICES'`). | Unsupported operations || |---|---| | Create and remove campaigns | The Google Ads API blocks the creation and removal of standalone Local Services campaigns (`advertising_channel_type = 'LOCAL_SERVICES'`). Starting in **`v26`** , you can create new Local Services Performance Max campaigns (`advertising_channel_type = 'PERFORMANCE_MAX'`) by setting `pmax_campaign_settings.local_services_enabled = true`; see [Create Local Services Performance Max campaigns](https://developers.google.com/google-ads/api/docs/campaigns/local-service-campaigns#create-campaign). | | Operations on sub-entities in a campaign | For standalone Local Services campaigns (`advertising_channel_type = 'LOCAL_SERVICES'`), the Google Ads API does not support the creation, modification, removal, or retrieval of ad groups, ads, or criteria other than the campaign criteria listed in [Supported operations](https://developers.google.com/google-ads/api/docs/campaigns/local-service-campaigns#supported-operations). For Local Services Performance Max campaigns, use [asset groups](https://developers.google.com/google-ads/api/performance-max/asset-groups#local-services-pmax) and [campaign criteria](https://developers.google.com/google-ads/api/docs/targeting/criteria). | ## Local Services resources Some data from [Local Services Ads](https://ads.google.com/local-services-ads) are exposed directly in the Google Ads API through the following **read-only** report resources: - [`local_services_lead`](https://developers.google.com/google-ads/api/fields/v26/local_services_lead) - [`local_services_lead_conversation`](https://developers.google.com/google-ads/api/fields/v26/local_services_lead_conversation) - [`local_services_verification_artifact`](https://developers.google.com/google-ads/api/fields/v26/local_services_verification_artifact) - [`local_services_employee`](https://developers.google.com/google-ads/api/fields/v26/local_services_employee) In order for these resources to return data, there must be a Local Services campaign or Local Services Performance Max campaign in the client account making the request. The [`local_services_lead.campaign`](https://developers.google.com/google-ads/api/fields/v26/local_services_lead#local_services_lead.campaign) field links lead records back to their associated campaign (including Performance Max for pay-per-lead goals campaigns where `campaign.advertising_channel_type = 'PERFORMANCE_MAX'` and `campaign.pmax_campaign_settings.local_services_enabled = true`). To identify the campaign that these resources are affiliated with, use the following query: SELECT campaign.id, campaign.advertising_channel_type, campaign.pmax_campaign_settings.local_services_enabled FROM campaign WHERE campaign.advertising_channel_type IN ('LOCAL_SERVICES', 'PERFORMANCE_MAX') ### Local Services lead [`LocalServicesLead`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesLead) exposes the details of a lead that are generated when a consumer calls, messages, books a service, or uses a coupon from the advertiser. The lead type is defined by [`LocalServicesLeadType`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesLeadTypeEnum.LeadType). Starting in **`v26`** , `COUPON` is supported to enable coupon lead types across Local Services and Local Services Performance Max campaigns. The [`campaign`](https://developers.google.com/google-ads/api/fields/v26/local_services_lead#local_services_lead.campaign) field links the lead record back to its associated campaign. In addition to selecting attributed `campaign` fields (such as `campaign.id` and `campaign.name`), you can filter lead queries by campaign resource name (`WHERE local_services_lead.campaign = ...`) or by advertising channel type (`WHERE campaign.advertising_channel_type = ...`) to segment leads by campaign type. Local Services lead data can be retrieved from the [`local_services_lead`](https://developers.google.com/google-ads/api/fields/v26/local_services_lead) resource. Here's an example query: SELECT local_services_lead.lead_type, local_services_lead.category_id, local_services_lead.service_id, local_services_lead.contact_details, local_services_lead.lead_status, local_services_lead.creation_date_time, local_services_lead.locale, local_services_lead.lead_charged, local_services_lead.credit_details.credit_state, local_services_lead.credit_details.credit_state_last_update_date_time, local_services_lead.campaign FROM local_services_lead #### Limitations - The `contact_details` field is null if `lead_status` equals `WIPED_OUT`. - Starting in **`v25`** , `ContactDetails.email` is removed and [`ContactDetails.phone_number_extension`](https://developers.google.com/google-ads/api/reference/rpc/v26/ContactDetails#phone_number_extension) is available on the [`ContactDetails`](https://developers.google.com/google-ads/api/reference/rpc/v26/ContactDetails) message returned by `local_services_lead.contact_details`. - Data from leads where the `category_id` is part of a healthcare category are not available. ### Local Services lead conversation [`LocalServicesLeadConversation`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesLeadConversation) exposes the details of conversations that have taken place as part of a `LocalServicesLead`. There is a one-to-many relationship with `LocalServicesLead`, where one lead can have many conversations. The resource name for the related lead can be found in the `lead` field. Conversation data can be retrieved from the [`local_services_lead_conversation`](https://developers.google.com/google-ads/api/fields/v26/local_services_lead_conversation) resource. Here's an example query that filters for results that are phone calls: SELECT local_services_lead_conversation.id, local_services_lead_conversation.conversation_channel, local_services_lead_conversation.participant_type, local_services_lead_conversation.lead, local_services_lead_conversation.event_date_time, local_services_lead_conversation.phone_call_details.call_duration_millis, local_services_lead_conversation.phone_call_details.call_recording_url, local_services_lead_conversation.message_details.text, local_services_lead_conversation.message_details.attachment_urls FROM local_services_lead_conversation WHERE local_services_lead_conversation.conversation_channel = 'PHONE_CALL' You can use the [`LocalServicesLeadService.AppendLeadConversation`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesLeadService/AppendLeadConversation) method to append [`LocalServicesLeadConversation`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesLeadConversation) resources to a `LocalServicesLead`. #### Limitations - To access the call recording URL, you must sign in with an email address that has at least read-only access to the Google Ads client account that owns the campaign that the lead is associated with. - Requesting all conversations at once can be a time-consuming request, so you should filter conversations by lead, for example: SELECT local_services_lead_conversation.id, local_services_lead_conversation.event_date_time, local_services_lead_conversation.message_details.text FROM local_services_lead_conversation WHERE local_services_lead_conversation.lead = 'customers/CUSTOMER_ID/localServicesLeads/LEAD_ID' ### Verification artifacts [`LocalServicesVerificationArtifact`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesVerificationArtifact) exposes verification data for advertisers' businesses. Note that these verifications are at the business level and don't include verifications for employees. The data includes the following: - License verifications - Insurance verifications - Background check verifications - Business registration verifications Any time a verification request is submitted to Local Services Ads, a new verification artifact instance is created for it in the Google Ads API, and each verification artifact represents a single verification request. Each verification artifact might contain some of the following information, depending on what type of verification request it represents: - Status of each verification artifact - Background check URL to be used for background check verification - Background check adjudication time (if applicable) - Insurance document URL to view the already-submitted Insurance information - Insurance rejection reason (if applicable) - License details (type, number, first, last names) - License rejection reason (if applicable) - License document URL to view already submitted license image (if applicable) - Business registration details (check ID, registration number) - Business registration rejection reason (if applicable) - Business registration document URL to view already submitted registration image (if applicable) Verification artifact data can be retrieved from the [`local_services_verification_artifact`](https://developers.google.com/google-ads/api/fields/v26/local_services_verification_artifact) resource. Here's an example query that retrieves data for all the license-related verification artifacts for a given client account: SELECT local_services_verification_artifact.id, local_services_verification_artifact.creation_date_time, local_services_verification_artifact.status, local_services_verification_artifact.artifact_type, local_services_verification_artifact.license_verification_artifact.license_type, local_services_verification_artifact.license_verification_artifact.license_number, local_services_verification_artifact.license_override_artifact.licensee_first_name, local_services_verification_artifact.license_verification_artifact.licensee_last_name, local_services_verification_artifact.license_verification_artifact.rejection_reason FROM local_services_verification_artifact WHERE local_services_verification_artifact.artifact_type = 'LICENSE' ### Geographic and categorical verification data To programmatically determine the status of verification requests by geographic location (specifically, [geo target code](https://developers.google.com/google-ads/api/data/geotargets)) and [Local Services category ID](https://developers.google.com/google-ads/api/data/codes-formats#local_services_ids), you can use the [`local_services_settings`](https://developers.google.com/google-ads/api/reference/rpc/v26/Customer#local_services_settings) field on the [`customer`](https://developers.google.com/google-ads/api/fields/v26/customer) resource, which has the type [`LocalServicesSettings`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesSettings). This field exposes a high-level summary of the status of license and insurance verification requests by location and category. Here's an example query that retrieves all such data: SELECT customer.local_services_settings.granular_license_statuses, customer.local_services_settings.granular_insurance_statuses FROM customer ### Local service employee [`LocalServicesEmployee`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesEmployee) exposes the data about local service employees that the advertisers have uploaded their ad profile into our systems. Here's an example query that retrieves data for all the local service employees for a given client account: SELECT local_services_employee.status, local_services_employee.type, local_services_employee.university_degrees, local_services_employee.residencies, local_services_employee.fellowships, local_services_employee.job_title, local_services_employee.year_started_practicing, local_services_employee.languages_spoken, local_services_employee.first_name, local_services_employee.middle_name, local_services_employee.last_name FROM local_services_employee ## Local Services Performance Max campaigns [Performance Max campaigns](https://developers.google.com/google-ads/api/performance-max) support Local Services-related settings starting in `v24`. These settings let you configure and identify a Performance Max campaign that serves Local Services Ads (GLS PMax). ### Create Local Services Performance Max campaigns Starting in **`v26`** , the Google Ads API supports both creating and updating Local Services Performance Max campaigns. You can create new Local Services Performance Max campaigns through the API by creating a Performance Max campaign (`advertising_channel_type = 'PERFORMANCE_MAX'`) and setting `local_services_enabled = true` on [`pmax_campaign_settings`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign#pmax_campaign_settings) (immutable after creation). When creating a Local Services Performance Max campaign, both [`country_code`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign.LocalServicesPmaxCampaignSettings#country_code) and [`listing_id`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign.LocalServicesPmaxCampaignSettings#listing_id) are required in [`local_services_pmax_campaign_settings`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign.PmaxCampaignSettings#local_services_pmax_campaign_settings). In `v24` and `v25`, the API supports **updates only** for existing Local Services Performance Max campaigns created in the UI by accounts on the allowlist. For end-to-end instructions on configuring prerequisites and creating campaigns atomically, see the [Performance Max for pay-per-lead goals guide](https://developers.google.com/google-ads/api/performance-max/pay-per-lead). ### Identify Local Services Performance Max campaigns To identify whether a Performance Max campaign is a Local Services campaign, check the [`local_services_enabled`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign.PmaxCampaignSettings#local_services_enabled) field on the campaign's [`pmax_campaign_settings`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign#pmax_campaign_settings). This field is an immutable (`CREATE ONLY`) boolean set to `true` at campaign creation. ### Configure settings For campaigns where `local_services_enabled` is `true`, configure the settings under the [`local_services_pmax_campaign_settings`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign.PmaxCampaignSettings#local_services_pmax_campaign_settings) field: - [`listing_id`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign.LocalServicesPmaxCampaignSettings#listing_id): The Google Business Profile listing ID linked to the campaign. Starting in **`v26`** , this field is required and immutable during Local Services Performance Max campaign creation. The listing ID must be linked to the account as an enabled `LOCATION` asset; otherwise, the API returns a [`CampaignError.INVALID_LOCAL_SERVICES_PERFORMANCE_MAX_LISTING_ID`](https://developers.google.com/google-ads/api/reference/rpc/v26/CampaignErrorEnum.CampaignError#invalid_local_services_performance_max_listing_id) error. Because `listing_id` is marked `IMMUTABLE`, attempting to update this field after campaign creation fails with [`RequestError.IMMUTABLE_FIELD`](https://developers.google.com/google-ads/api/reference/rpc/v26/RequestErrorEnum.RequestError#immutable_field). Developers can discover or verify linked listing IDs by querying the [`Asset`](https://developers.google.com/google-ads/api/reference/rpc/v26/Asset) resource for enabled `LOCATION` assets (inspecting `location_asset.business_profile_locations`). For more information, see [Location assets](https://developers.google.com/google-ads/api/docs/assets/location-assets). - [`navigational_query_leads_enabled`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign.LocalServicesPmaxCampaignSettings#navigational_query_leads_enabled): Whether to use a navigational query filter. - [`founding_year`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign.LocalServicesPmaxCampaignSettings#founding_year): The founding year of the business. - [`country_code`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign.LocalServicesPmaxCampaignSettings#country_code): The country code of the Local Services Ad. Starting in **`v26`** , this field is required and immutable, set once during campaign creation. It is an uppercase, two-letter [country code](https://developers.google.com/google-ads/api/data/codes-formats#country_codes) (currently, only `US` is supported for Local Services Performance Max campaigns), used to determine verification requirements and validate location criterion selection. - [`phone_numbers`](https://developers.google.com/google-ads/api/reference/rpc/v26/Campaign.LocalServicesPmaxCampaignSettings#phone_numbers%5B%5D): A list of phone numbers associated with the provider, represented by [`LocalServicesPhoneNumber`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesPhoneNumber) messages. If omitted, the call number defaults to the phone number on the linked Google Business Profile listing, and is required if the Business Profile listing does not have a phone number. ### Phone numbers Each entry in the `phone_numbers` repeated field uses the [`LocalServicesPhoneNumber`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesPhoneNumber) message type with the following fields: - [`phone_number`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesPhoneNumber#phone_number): The phone number. - [`country_code`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesPhoneNumber#country_code): Uppercase, two-letter [country code](https://developers.google.com/google-ads/api/data/codes-formats#country_codes). - [`phone_number_type`](https://developers.google.com/google-ads/api/reference/rpc/v26/LocalServicesPhoneNumber#phone_number_type): The type of phone number, defined by [`GlsPhoneNumberTypeEnum.GlsPhoneNumberType`](https://developers.google.com/google-ads/api/reference/rpc/v26/GlsPhoneNumberTypeEnum.GlsPhoneNumberType). Supported types include: - `DESTINATION_PHONE_NUMBER_FOR_ADS`: Destination number to use for calls from a Local Services ad unit (for call leads, default). - `DESTINATION_PHONE_NUMBER_FOR_SMS_ONLY`: Destination number that supports SMS (optional, for message lead SMS notifications). - `DESTINATION_PHONE_NUMBER_FOR_WHATSAPP_ONLY`: Destination number for a provider's WhatsApp account.