Google Is Making A Major Change To Local Service Ads

Introduction

Google is tightening the integration between Local Service Ads (LSAs) and Google Business Profiles (GBPs), and businesses must act fast to keep their ads running smoothly. Companies must have a matching, verified GBP to continue running LSAs, or they risk having their ads paused. This change has far-reaching implications for businesses that rely on LSAs to capture local traffic and grow their customer base.

What Is Changing with Google Local Service Ads?

Google is integrating LSAs more deeply with GBPs, which means businesses now need a verified and accurate GBP to run LSAs. Here is a breakdown of the key changes:

• GBP is mandatory for LSAs:

  If your business runs LSAs, you must have a matching GBP. This means the business name, address, and other details on the GBP must be consistent with your LSA details.

• Ad pauses for mismatches or unverified profiles:

  Ads will be paused if the GBP information does not match the LSA. Unverified or suspended GBPs will also lead to your ads being paused.

• Customer reviews managed through GBP

  Reviews for LSAs will now be consolidated with the GBP. All customer reviews will appear on both LSAs and GBPs, meaning businesses need to keep their GBP profiles accurate and up-to-date.

Google is positioning the GBP as the source of truth for LSAs, making it the cornerstone for both your local advertising and customer credibility.

Why Does This Change Matter?

For businesses relying on LSAs to drive local search traffic, this update represents a significant shift. Local Service Ads allow companies to capture local leads efficiently, which is vital for sectors like home services, healthcare, and legal services, where potential customers often search for nearby providers.

• Ad disruptions:

  If your GBP and LSA details do not align, Google will pause your ads, causing you to miss out on valuable leads.

• Lost visibility:

  LSAs are a primary tool for showing up in local searches. Without them, your business may lose local search visibility, leading to fewer website visits, calls, and inquiries.

• Missed opportunities for customer reviews:

  Customer reviews are an important factor in building trust. Now that reviews for LSAs will be managed through the GBP, it is more important than ever to have an optimised profile to maintain a strong reputation online.

Steps to Ensure Your Local Service Ads Stay Active

With the November deadline fast approaching, here is a step-by-step guide to making sure your LSAs continue to run without issues:

• Verify Your Google Business Profile

  First and foremost, make sure your GBP is verified. Verification confirms that your business is legitimate and allows Google to display accurate information in search results. If your GBP is unverified, follow the steps on Google’s platform to verify your business promptly.

• Ensure Consistent Business Information

  The information on your GBP must match the details in your LSA. This includes:

  • Business name
  • Address
  • Phone number
  • Website URL

  Any inconsistencies can trigger ad pauses, so double-check that everything matches perfectly across both platforms.

• Keep Your GBP Updated

  Since customer reviews for LSAs will now be managed through the GBP, it is essential to keep your profile updated and active. Regularly update your GBP with new photos, business hours, and posts to keep it fresh and appealing to potential customers.

• Manage Your Reviews Effectively

  With reviews for LSAs being consolidated into the GBP, it is more important than ever to manage your customer feedback effectively. Encourage satisfied customers to leave reviews, respond to both positive and negative feedback, and work on maintaining a high star rating.

• Link Your GBP to Your Local Service Ads

  Ensure that your GBP is linked to your LSAs. This is a vital step to ensure that both profiles work together seamlessly. If your GBP is not properly connected to your LSA, your ads may not appear in local searches, impacting your ability to generate leads.

  What Is The Next Step for Businesses?

  If your business relies on LSAs to capture local leads, it is essential to prioritise this transition. Ensuring that your GBP is verified, accurate, and linked to your LSAs will help you avoid potential disruptions to your ad campaigns.
  In future, customer reviews for both LSAs and GBPs will be fully integrated, giving even more weight to how your business is represented on Google. Make sure you are prepared by managing your profile effectively and staying ahead of the changes.

  Conclusion

  This major change to Google’s Local Service Ads underscores the importance of having a well-managed Google Business Profile. For businesses that rely on local search traffic, it is essential to verify, optimise, and align your GBP with your LSAs to avoid disruptions and maintain your visibility in search results.
  With customer reviews becoming more integrated, now is the perfect time to enhance your GBP’s credibility, ensuring you remain competitive in local searches. Take action today to keep your ads running smoothly and position your business for continued success in Google’s evolving ad landscape.