Google is implementing significant updates to its Google Local Services ads, a change that could have implications for a vast number of small enterprises. These ads are tailored for local advertising and serve as a primary promotional tool for many small businesses, displaying prominently at the top of Google’s search results.
Effective November 21, only those businesses that possess a verified Google Business Profile will be authorized to utilize these ads. This alteration is set to impact various businesses across Europe, the Middle East, Africa, and a select group in the United States and Canada, as stated by the company in an online announcement. However, assistance from Google regarding specific queries was not promptly available.
The main objective of this shift is to enhance security measures by reducing fraudulent activities. Nonetheless, it poses a risk for genuine small businesses that may not be aware of these new requirements. If the name and address on a business’s Google Business Profile do not align with the information on the ad, there will be a pause in advertising.
Verifying a business profile on Google is relatively straightforward, but it does require some time. Business owners must first claim or add their physical address on the platform. Following that, they need to confirm their address through various methods, including phone calls, text messages, emails, or video verification.
The steps taken for verification may differ based on the business type and geographical location, potentially requiring the submission of details pertaining to background checks, business registration, insurance coverage, and applicable licensing. Google’s verification process can take as long as seven business days, after which the business owner will receive a notification once verification is complete.
