Major Changes In Google Local Services Ads: What Small Businesses Need To Know

Google is set to implement significant changes to its Local Services ads, a move that could have widespread implications for millions of small businesses in the U.S. and across the world. The ads are a crucial marketing tool for millions of local enterprises, prominently displayed at the top of Google search results to connect consumers with services in their area. But starting from Nov. 21, only businesses with a verified Google Business Profile will be eligible to run the ads.

This policy update will affect businesses in Europe, the Middle East, and Africa, as well as a number of enterprises in the U.S. and Canada, according to an announcement from Google. With these changes on the horizon, small business owners must prepare to adapt their marketing strategies or risk losing visibility in local searches.

Understanding the Changes in Google Ads

As of November 21, 2024, Google will require businesses to have a verified Google Business Profile to run Local Services ads. This key change aims to increase trust and security on the platform while reducing fraudulent activities. The verification process is crucial; without it, businesses may find themselves unable to advertise, leading to a loss in potential customers.

The verification process includes confirming the business name, address, and other essential information. If any discrepancies exist between the Google Business Profile and the information displayed in the ads, the ads may be paused, impacting visibility in search results.

How to Verify Your Google Business Profile

To verify a Google Business Profile, business owners need to add or claim their business address and confirm it via methods such as phone calls, text messages, emails, or video calls. Depending on the type of business and location, the requirements may vary.

The verification timeline can take up to seven business days, which can be a challenge for businesses that are not prepared for the upcoming changes. It’s essential to complete the verification process ahead of the November deadline to maintain advertising capabilities.

Ensuring Genuine Businesses Reach Customers

Google's new policy is designed to create a more trustworthy advertising environment. Small businesses are encouraged to review their Google Business Profiles and take necessary steps to comply with the new requirements.

Maintaining an up-to-date and verified Google Business Profile will help ensure that genuine businesses can effectively reach potential customers and sustain visibility in local search results.

This article contains additional reporting from The Associated Press.