Google’s latest local advertising update takes effect on November 21; from that date, any business without a Google Business Profile cannot run Local Service ads.
The update
Google has announced that local businesses need a Google Business Profile to continue running Local Service Ads and display customer reviews.
The update continues Google’s aim to ensure business profiles do not display fake reviews or break its recently updated business profile violation policies.
I reported on Google’s business profile violations taking effect in the UK on September 19, where local businesses had their fake reviews removed and a warning placed on their Business Profiles saying, “Suspected fake reviews were recently removed from this place.”
Google notified local businesses running ads of the update in August;
- “By Thursday, November 21, 2024, your Local Services ad will need a matching Google Business Profile to continue appearing in search results and to display your customer reviews.”
Google’s latest Local Service ads update reads:
- Note: Starting November 21, 2024, select Local Services advertisers must have an affiliated Google Business Profile to run Local Services Ads.
Google’s official notice
Ben Fisher was the first to spot Google’s notice and posted it on X:
Ben also gave this advice to local business owners regarding Google’s notice.
- “Your Google Business Profile is now the source of truth for LSA. LSA ads will be paused if you do not have a GBP attached to an LSA.”
- “If your GBP name or address information does not match LSA, you will be paused. The same goes for unverified and suspended GBPs.”
Ben also provided some extra notes to explain what local business owners should do because, as he put it, “A few notes as the messaging from LSA is horrible.”
- “Please do not make new GBPs if you already have one.”
- “Please do not make a new LSA just because they say so; consult an expert.”
- “Additionally, GBP will be the only source of reviews for LSA. I think that it makes sense that verified reviews will port into GBP.”
Why LSAs are important
Local Service Ads are essential for businesses that want to promote their services, increase search traffic, and make sales.
Google’s update to LSAs means local advertisers must create a Business Profile, verify their account, and link it to their LSAs; otherwise, Google might pause their ads.
LSA, GBP, and reviews are now connected
Another crucial reason to comply with Google’s latest requirements is your reviews, as Google will integrate your LSA reviews into your Google Business Profile, but only if you have one!
Any business without a Google Business Profile or who doesn’t align it with their LSA by November 21 cannot run Local Service Ads or display their reviews, potentially disrupting their ad campaigns and income.
Check out Google’s Local Services Help document for more information on participating in LSAs and verifying your Business Profile.
