Google is making a major change to Local Service Ads

Google is making a significant change to Local Service Ads (LSAs) that will impact businesses looking to capture local search traffic. Starting November 21, 2024, businesses must have a verified and matching Google Business Profile (GBP) to continue running Local Service Ads. This shift further tightens the integration between LSAs and GBPs, with Google positioning the Business Profile as the “source of truth” for all ads. Here's what you need to know and why it matters.

Why You Should Care

Local Service Ads are crucial for businesses that rely on local search traffic to generate leads and attract customers. Without a properly verified and accurate Google Business Profile, your LSAs could be paused, resulting in disruptions to your lead generation and customer acquisition efforts.

In addition, customer reviews, which are an essential part of building credibility and visibility, will now be consolidated and managed through the GBP. By early 2025, all customer reviews for LSAs will appear on both the LSAs and the GBP, making it more important than ever to maintain and manage your GBP effectively.

Key Details of the Change

1. Google Business Profile Requirement: Starting November 21, 2024, businesses must have a Google Business Profile to run Local Service Ads. Without a verified GBP, your ads will be paused. This means businesses need to ensure that their GBP is up-to-date, verified, and matches the information on the LSA.
2. Verified Information is Critical: The name and address on the Google Business Profile must match the information on the LSA. If there is any discrepancy, or if the GBP is unverified or suspended, the ads will be paused. Google is emphasizing accuracy, making it critical for businesses to review and update their profiles to avoid disruptions.
3. Reviews Consolidation: Customer reviews for LSAs will now be managed directly through the GBP. This will streamline how businesses handle their reviews and ensure consistency across platforms. By early 2025, all reviews will appear on both the LSA and GBP, further integrating the two services.

What This Means for Businesses

For businesses relying on LSAs, this change will streamline the way you manage your ads and reviews. However, it could also create challenges for companies that haven't fully aligned their Google Business Profile with their Local Service Ads. If your GBP is inaccurate or unverified, your ads could be paused, impacting your visibility and lead flow.

This update positions the GBP as the central source of information for both ads and reviews. Keeping your GBP accurate and verified is now essential for maintaining your online presence and ensuring your LSAs continue running smoothly.

What Businesses Need to Do Next

1. Verify and Update Your Google Business Profile: Make sure your Google Business Profile is verified and accurate. Double-check that the name, address, and other details match the information on your Local Service Ads to avoid any discrepancies that could lead to ad pauses.
2. Monitor Customer Reviews: Since reviews will soon be managed through the GBP, businesses need to pay closer attention to how reviews are collected and displayed. Keeping reviews updated and responding promptly will help maintain your credibility and visibility.
3. Meet the November Deadline: Businesses have until November 21, 2024, to ensure their GBP is verified and properly aligned with their LSAs. Failure to do so could result in ad pauses, disrupting your lead generation efforts.

What Industry Experts Are Saying

Ben Fisher, a well-known local SEO expert, recently shared an alert about this update on X (formerly Twitter). He noted:

“Your Google Business Profile is now the source of truth for LSA. LSA ads will be paused if you do not have a GBP attached to an LSA.”

This shift emphasizes Google's push to streamline how businesses manage their ads and reviews, but it could cause issues for companies that aren’t proactive in managing their GBP.

Big Picture

While this change simplifies the integration between Local Service Ads and Google Business Profiles, it also puts pressure on businesses to ensure their GBP is in order. The enhanced connection between reviews and ads means businesses must be more vigilant about managing both to maintain visibility and credibility.

Conclusion

The upcoming changes to Google’s Local Service Ads are a significant shift for businesses relying on local search traffic. By requiring a verified Google Business Profile and consolidating reviews through the GBP, Google is streamlining how businesses manage their local ads and customer feedback. To avoid disruptions, businesses must verify, update, and align their GBP with their LSAs by the November deadline. This update not only helps businesses improve their ad performance but also ensures a seamless experience for customers searching for local services.

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