Google is introducing a significant update to Local Service Ads (LSAs), and it’s one that businesses can’t afford to ignore. Starting soon, any business running LSAs will need a Google Business Profile (GBP) to continue running these ads and displaying customer reviews. This change is set to have a big impact on how businesses manage their local ads and customer interactions.
Here’s what you need to know about this update and how to prepare for it:
Why This Update Matters
Local Service Ads are a powerful tool for local businesses trying to capture leads from people searching for services nearby. By requiring businesses to have a Google Business Profile, Google is tightening the connection between LSAs and GBPs. Going forward, the GBP will act as the “source of truth” for your ads, meaning it will be the official reference point for your business information and reviews.
This update emphasizes the importance of a verified and up-to-date GBP. If your business profile isn’t accurate, verified, or if it’s suspended, it could lead to your LSAs being paused, which could severely impact your lead generation efforts.
Key Details of the Update
- Deadline: November 21, 2024
By this date, businesses must have a Google Business Profile to keep running LSAs. If you don’t have a GBP, or if the information isn’t verified and accurate, your ads will be paused. - Matching Information
The name and address on your GBP must exactly match what’s listed on your Local Service Ads. If there’s a discrepancy, your ads could be paused until the issue is fixed. - Verified GBPs Only
If your GBP is unverified or suspended, your LSAs will be paused as well. Keeping your business profile verified and in good standing is now crucial to maintaining your ad campaigns. - Review Consolidation
Moving forward, customer reviews for Local Service Ads will be managed through your GBP. By early 2025, all reviews will show up on both LSAs and the GBP, which means your profile will play an even larger role in building trust with potential customers.
What This Means for Businesses
This update streamlines how businesses manage both their ads and customer reviews, making everything flow through the Google Business Profile. While this simplifies things in the long run, it could cause some temporary disruptions for businesses that haven’t fully synced their LSA and GBP information.
For example, if your GBP isn’t verified or your business details don’t match exactly between your profile and ads, your LSAs will be paused. This could result in missed leads and potential revenue losses. The update also means that businesses will need to focus on managing their customer reviews on the GBP to ensure they maintain credibility in search results.
What You Should Do Next
To avoid any disruptions in your Local Service Ads, here’s what you need to do before the November 21st deadline:
- Verify your Google Business Profile: Make sure your GBP is fully verified and in good standing.
- Align business information: Double-check that the name and address listed on your GBP exactly match what’s on your LSAs.
- Manage your reviews: Going forward, customer reviews will be more tightly integrated with your GBP. Make sure you’re actively managing your reviews to maintain a positive online reputation.
By taking these steps, you’ll be prepared for the change and can continue running your Local Service Ads without interruption.
Conclusion
This update to Local Service Ads marks a big shift in how businesses manage their local ads and customer reviews. With the GBP becoming the cornerstone of your business’s online presence, it’s more important than ever to keep your profile accurate, verified, and active. By staying on top of these changes, you’ll ensure that your ads remain visible and your lead generation efforts continue without a hitch.