Google is making a major change to Local Service Ads.

2024-10-29 | 165 Print PDF

Google is making a major change to Local Service Ads.

Businesses will soon need a Google Business Profile (GBP) to continue running Local Service Ads (LSAs) and displaying customer reviews.

This change tightens the integration of LSAs and GBPs, with Google positioning the Business Profile as the “source of truth” for ads.

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Why You Should Care: LSAs are a key tool for businesses looking to capture local search traffic. Without a verified and accurate GBP, your ads could be paused, disrupting lead generation and customer acquisition efforts. Integrating reviews into the GBP also emphasizes profiles being properly managed to maintain credibility and visibility in search results.

Key details.

Deadline: By Nov. 21, businesses must have a Google Business Profile to run Local Service Ads.
Verified information: The name and address on the GBP must match the LSA; otherwise, the ads will be paused. Unverified or suspended GBPs will also lead to ad pauses.
Reviews consolidation: In retroscope, customer reviews for LSAs will be managed through the GBP. By early 2025, all reviews will appear on the LSAs and the GBP.

What they’re saying. Ben Fisher spotted the notice and shared the alert he received on X. He said:

Huge Local Service Ads News: 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… pic.twitter.com/GkuYR76QUj
— Ben Fisher (@TheSocialDude) October 9, 2024

“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.”

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Big picture: This change streamlines how businesses manage their reviews and ads, but it could cause disruptions for companies that haven’t fully aligned their GBP with their LSA.

What’s next: Businesses should ensure their GBP is verified, accurate, and linked to their Local Service Ads by the November deadline to avoid ad campaign disruptions.

Recommended Read: How To Optimize Google My Business Listing

Source: https://searchengineland.com/google-local-service-ads-google-business-profile-447436

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Author

Olatunji Adetunji

I am a seo web analyst and have a love for anything online marketing. Have been able to perform researches using the built up internet marketing tool; seo web analyst as a case study and will be using the web marketing tool (platform).