Google is Making a Major Change to Local Service Ads

In a recent update, Google has announced significant changes to its Local Service Ads (LSAs), aiming to improve how businesses manage their ads and connect with potential customers. These updates introduce stricter requirements, new features, and enhanced ad management options. Here’s a breakdown of the key changes and what they mean for businesses leveraging Google Local Service Ads.

New Requirements for Google Business Profile

1. Mandatory Google Business Profile (GBP)
   Starting November 21, all businesses running Local Service Ads must have a verified Google Business Profile. This integration will make the GBP the primary source of information for Local Service Ads, helping to ensure that the information displayed in ads is accurate and consistent. Businesses without a verified GBP risk having their ads paused until verification is completed.
2. Matching Information for LSAs and GBPs
   To further streamline accuracy, Google now requires that the business name and address in the Google Business Profile match those in the Local Service Ad. If there’s a mismatch, it could trigger a pause in the ad campaign, potentially disrupting lead generation and affecting visibility. This change makes it essential for businesses to regularly update and verify their GBP details to prevent unnecessary interruptions.
3. Consolidated Reviews
   Customer reviews will now be managed through the Google Business Profile, with all LSA reviews merging into the GBP by early 2025. This consolidation of reviews emphasizes the importance of managing positive customer feedback and monitoring reviews. By showcasing ratings across both platforms, businesses can present a unified, reliable image to potential customers.

Enhanced Features for Advertisers

1. Automatic Profile Photo Selection
   With the update, Google will automatically pull and display profile photos from the business’s LSA profile. This aims to enhance engagement by highlighting images that are more likely to attract clicks. For businesses, this means keeping high-quality and appealing images in their LSA profiles to maximize visual impact and boost ad performance.
2. Ad Spending Controls
   New spending control features allow advertisers to set a maximum monthly budget for their Local Service Ads. With this feature, businesses can monitor and control their ad spend in real-time, preventing unexpected budget overruns. Once the spending limit is reached, campaigns automatically stop until the next month, providing an added level of financial control and predictability.

Implications for Businesses

These updates are a clear signal of Google’s move toward tighter integration with Google Business Profiles to ensure consistency and credibility in Local Service Ads. For businesses, this shift means prioritizing profile accuracy and maintaining an active GBP to avoid interruptions in ad visibility. The new spending control features and enhanced review management aim to streamline ad management and improve the overall performance of LSAs. However, businesses that have not yet aligned their LSAs with their GBP information could experience temporary disruptions in ad service if profile details do not match or if the GBP remains unverified.

Future of Google Local Service Ads

Google’s focus on strengthening its Local Service Ads through tighter profile integration and improved control features aligns with broader industry trends toward transparency and automation. For businesses, this is an opportunity to take a more organized approach to their local ads, ensuring that they’re reaching their target audience with verified, accurate information. As Google continues to roll out new features and updates, businesses can expect more enhancements to improve ad effectiveness and customer engagement.

Summary

The updates to Google Local Service Ads mark a pivotal change for local businesses and advertisers. By mandating Google Business Profiles and consolidating customer reviews, Google is aiming to streamline ad management and provide users with accurate, reliable information. Businesses should take proactive steps to verify and update their Google Business Profiles, ensuring alignment with their Local Service Ads to avoid disruptions.

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