Google’s Change to Google Local Services Ads Could Have an Impact on Millions of Small Businesses

Google is changing the way its essential marketing tool Google Local Services ads work, which might impact millions of small businesses.

Google Local Services ads are an excellent approach for small businesses to promote their products and services since they are localized and prominently shown at the top of Google search results.

Starting November 21, only businesses with a verified Google Business Profile will be permitted to run ads.

As per Google, the change will affect businesses in Europe, the Middle East, and Africa, as well as “select” businesses in the United States and Canada.

The change is intended to reduce fraud. However, if legitimate small businesses are ignorant of the shift, they may suffer financial consequences. If a small business’s Google Business Profile name and address do not match the information in the ad, advertising will be paused.

Although getting verified on Google is not difficult, it can take some time. Owners of businesses are required to claim or add their addresses to Google. The address must then be confirmed via video, phone, email, or text message by the owners.

Depending on the type of business and the location, the procedure may involve checking licenses, registering the business, providing background information, and so on.

The verification process by Google can take as long as seven business days. The owner of a business is informed when it has been verified.

The big picture: According to Google’s online announcement, businesses in Europe, the Middle East, and Africa, as well as “selected” businesses in the United States and Canada, will be able to run these ads starting on November 21 only if they have a verified Google Business Profile.

The major motivation for this change is to combat fraud; however, legitimate small businesses may suffer if they are uninformed about the transition. If there is a mismatch between a small business’s Google Business Profile information and the ad specifics, the advertising will be paused.

Zoom in: Obtaining verification on Google is a simple process, but it takes time.

• After adding or claiming their business address on Google, owners must verify it via phone, text, email, or video.
• The verification process might involve, among other things, submitting background information, completing business registration checks, and checking insurance and licenses. The procedure differs according to the type of business and its location.
• The process of verifying a business with Google typically takes up to seven business days, and the owner is notified when the verification is successful.