Introduction
For small businesses that rely on Google’s Local Services Ads (LSAs) to reach local customers, a big change is on the horizon. Starting November 21, Google will require all LSAs to be linked to a verified Google Business Profile (GBP).
Without this connection, ads will be paused, leaving many businesses scrambling to keep their advertising up and running. This new requirement is intended to curb abuses within Google’s advertising ecosystem, but for businesses unprepared for this shift, it could mean lost visibility and missed opportunities.
In this article, we’ll cover everything you need to know to navigate this change and keep your ads live.
What are Google Local Services Ads and Why are they Important?
Google’s Local Services Ads appear at the top of search results, connecting businesses directly with local customers. The pay-per-lead model allows businesses to reach relevant, high-intent customers without paying for clicks or impressions. Over 80% of local searches lead to sales, making these ads a critical marketing tool for small businesses.
According to Fit Small Business, 98% of U.S. consumers look for local businesses online. For many, Google LSAs are the gateway to attracting new customers and building a local reputation. With this new update, the reliance on LSAs for visibility becomes even more important, but it also demands that businesses are verified through Google Business Profile to qualify.
Why Google is Requiring Google Business Profile Verification
Google’s decision to link LSAs to a Google Business Profile stems from a pressing need to enhance the security and reliability of its local ads platform. “The system has been plagued by spamming and hijacking,” explains Ben Fisher, founder of Steady Demand and a Google Business Profile Product Expert.
He describes the abuse of LSAs as a “whack-a-mole problem” for Google, with fake businesses or imposters manipulating the platform to steal leads or reroute potential customers.
By requiring verification, Google aims to prevent practices like lead generation hijacking, where bad actors create false profiles to siphon off leads from legitimate businesses. This new layer of verification helps ensure only real, accountable businesses advertise through LSAs.
What is a Google Business Profile?
A Google Business Profile allows businesses to manage how they appear on Google Search and Maps, making them more visible in local searches. It’s free to set up, but businesses must verify their authenticity, often through video, phone, or even postcard verification. This adds a critical security layer, ensuring potential customers find reliable businesses.
How This Change Impacts Small Businesses
According to Fisher, roughly half of the businesses advertising locally on Google will be affected by this change. Many small business owners who rely on LSAs but haven’t yet verified their GBP could find their ads paused indefinitely.
While Fisher acknowledges the possibility of some “false positives” in enforcing this requirement, he believes it’s a necessary step to clean up the system and ensure a fair playing field for all legitimate businesses.
Steps Businesses Should Take to Prepare
Log in to Both Accounts
Make sure you can access both your Local Services Ads account and Google Business Profile.
Confirm Account Email Consistency
Ensure both accounts are registered under the same email address, a requirement for linking them.
Check for Messages in the LSA Platform
Go to your LSA dashboard to look for any notifications, such as prompts to correct or create a new Google Business Profile.
Avoid Duplicate Profiles
If you’re unsure about whether you already have a GBP, avoid creating a new one right away. Fisher advises, “When Google Business Profiles gives you advice, reach out to an expert.”
By following these steps, businesses can prevent disruptions and make sure their LSAs continue reaching local customers.
The Bigger Picture: Why Local Services Ads Remain Valuable
Despite this added verification requirement, LSAs remain a powerful advertising tool for small businesses. Fisher emphasizes that businesses would be “absolutely crazy” not to use LSAs, given their high ROI and the quality of leads they deliver.
For many small businesses, LSAs provide an affordable way to gain visibility in a competitive market. Connecting LSAs to a Google Business Profile is a small adjustment to ensure continued access to these benefits.
Conclusion: Prepare Now to Stay Visible
As the November 21 deadline approaches, small businesses should take immediate steps to verify and link their Google Business Profile to Local Services Ads. This change, while initially inconvenient, will ultimately create a more secure and fair platform for businesses genuinely invested in their local communities.
By preparing now, businesses can avoid any pause in their ads and continue reaching the customers who matter most.
