Google is introducing a big change for small business owners who utilize Local Services Ads to attract customers. Starting on November 21, these ads will only show up in search results if they are linked to the business’ Google Business Profile. If they are not connected, the ads will be paused and will not appear at all. This change is aimed at increasing consistency and security by adding another layer of verification to prevent bad actors from exploiting the Local Services Ads ecosystem.
Local Services Ads are highly effective in connecting businesses directly with local customers and allowing them to pay only for leads related to their services. Over 80% of searches for local businesses lead to sales, making these ads a crucial tool for small businesses looking to attract new customers. With 98% of U.S. consumers looking for local businesses online, having a strong presence on Google Search and Maps is essential for reaching potential customers.
To get verified on Google Business Profile, businesses need to prove their legitimacy through video or phone verification, or by receiving a postcard from Google. This verification process helps prevent lead generation hijacking, where fake businesses are set up to redirect potential customers to another business. Ben Fisher, a specialist in Google Business Profiles and Local Services Ads, believes this change will help prevent bad actors from exploiting the system and curb abuses such as fake reviews and boosting leads.
The SEO expert explains that spamming and hijacking of Local Services Ads has become a significant issue for Google, making it challenging to combat fake profiles. Getting fraudulent profiles removed from the system can take months, creating a frustrating problem for both businesses and Google. Fisher, who is one of the few Google Business Profile Product Experts globally, supports the change and believes it will affect roughly half of businesses that advertise locally on Google. While there may be some false positives, Fisher argues that the change is necessary to maintain the integrity of the system.
Despite the inconvenience that this change may cause, Fisher advises small businesses to continue using Local Services Ads as they are an essential tool for attracting new customers. He emphasizes the importance of ensuring that both Local Services Ads and Google Business Profile accounts are linked under the same email. By following the steps recommended by Fisher, business owners can avoid any interruptions to their advertising campaigns and continue to benefit from the visibility and leads generated by Local Services Ads. Fisher urges business owners not to create a new Google Business Profile without consulting an expert to avoid any potential issues.
