Business owners should prioritize ensuring that their Local Services Ads are linked to their Google Business Profile to avoid any interruptions in their advertising. With the new policy set to go into effect on November 21, businesses that do not have their ads properly linked will see their ads paused and will no longer appear in search results. Google Local Services Ads are a crucial tool for small businesses to connect with local customers and pay only for leads relevant to their services. Studies have shown that the majority of consumers seek out local businesses online, making these ads highly effective in generating sales.
A Google Business Profile is essential for businesses to control how they appear on Google Search and Maps and to attract new customers. Verification is necessary to prove legitimacy and prevent lead generation hijacking, where fake businesses manipulate search results. The new policy aims to increase consistency and security by adding an extra layer of verification to prevent bad actors from exploiting the Local Services Ads ecosystem. SEO guru Ben Fisher, founder of Steady Demand, believes the change is necessary to combat the ongoing issue of spamming and hijacking, which has become a significant challenge for Google to address.
Fisher, a Google Business Profile Product Expert with extensive digital marketing experience, estimates that roughly half of all businesses advertising locally on Google will be affected by the new policy. While there may be some false positives, Fisher supports the change as a means to curb abuses in the system. He advises business owners to ensure they can log in to both their Local Services Ads and Google Business Profile accounts and confirm that both are registered under the same email. It is crucial for business owners to check for any messages within the Local Services Ads platform, especially if prompted to “correct or create a new Google Business Profile,” and seek expert advice before creating any new profiles.
Despite the inconvenience, Fisher emphasizes the importance of continuing to use Local Services Ads for small businesses. He argues that businesses would be foolish not to utilize this tool, given its effectiveness in attracting new customers and generating sales. The change is intended to enhance the integrity of the advertising system and protect businesses from fraudulent practices that can negatively impact their reputation and success. By taking the necessary steps to ensure compliance with the new policy, business owners can continue to benefit from the advantages of Local Services Ads and Google Business Profiles.
