Google is making major changes to Local Services Ads that could have far-reaching implications for millions of small businesses in the U.S. and around the world.
These ads are an important marketing tool for millions of local businesses, appearing prominently at the top of Google search results and connecting consumers to local offerings.
However, starting November 21, only businesses with a verified Google Business Profile will be able to advertise.
Google said the policy update will affect many companies in the United States and Canada, as well as companies in Europe, the Middle East, and Africa.
Richard Drew/AP, File
What changes are coming to Google Ads?
newsweek contacted Google’s press office via email on Tuesday, asking for further clarification on the details of the changes.
The company has not yet responded.
The primary purpose of this transition is understood to be to improve security and reduce fraud within advertising platforms.
However, there are concerns that formal small businesses may face difficulties if they are not aware of these new requirements.
If the name and address on a business’ Google Business Profile doesn’t match the information in the ad, the ad may be paused and their visibility reduced.
Don Ryan/AP, File
How do I verify my Google Business Profile?
To verify a Google Business Profile, business owners must add or claim a business address on Google, then verify it through a variety of methods, including phone, text, email, and video verification.
Requirements vary depending on the type of business and location, and you may also need to submit information regarding business registration, insurance, and licensing.
The verification process can take up to 7 business days, and business owners will receive a notification once their profile is successfully verified.
This schedule can be a challenge for companies that are not prepared for the upcoming changes. If the verification process is not completed in time, your ad may not be able to run.
Will genuine business reach customers?
With this new policy, Google aims to create a more trusted advertising environment while helping authentic businesses effectively reach potential customers.
To maintain advertising functionality and visibility in local search results, small businesses are encouraged to review their Google Business Profile and take necessary steps to ensure compliance ahead of the November deadline. .
This article includes additional reporting from The Associated Press
