Liam Walsh
Liam is a Co-Director at Intelligency and heads up the agency's Digital Intelligence & Paid Social activity. Over the last decade, he has worked with brands from the world of sports such as Premier League clubs to entertainment such as Channel 4 and Disney.
Google is introducing updates to its Local Services ads—a highly effective tool that helps small businesses connect with local customers directly through Google search. These ads appear prominently at the top of search results and serve as a crucial marketing resource for local service providers. Starting November 21, only businesses with a verified Google Business Profile will be eligible to run these ads.
Purpose Behind the Change
The update aims to prevent fraudulent listings and improve ad quality, ensuring customers connect with trusted, verified businesses. However, this new policy could impact small businesses that may not be aware of the requirement. If a business’s Google Business Profile name or address does not match the information displayed in the ad, the ad will be paused until the details are corrected to align with the profile.
Verification Process
The verification process is straightforward but requires some preparation. Business owners need to set up or claim their Google Business Profile if they have not done so already. After the profile is active, verification of the business address is required, which can be completed through a phone call, text, email, or video confirmation. This step is essential, as only verified businesses will be eligible to continue running Local Services ads once the new requirement goes into effect.
Specific Requirements and Timeline
Verification steps may vary depending on the business category and geographic location. Certain businesses may need to provide additional information, such as background checks, proof of business registration, insurance coverage, or licensing documents. Google typically completes the verification process within seven business days, after which business owners will receive a confirmation of their verified status.
Recommended Actions for Small Businesses
To ensure advertising remains uninterrupted, small businesses are encouraged to begin the verification process promptly. Taking these steps will enable their Local Services ads to continue running seamlessly, ensuring visibility among local customers and maintaining a trusted online presence.
