Google is changing the operation of its Google Local Services ads, a vital marketing tool for many small businesses.
Google Local Services ads are targeted locally and prominently displayed at the top of Google search results, serving as a significant method for small businesses to promote their products and services.
The big picture: Starting from Nov. 21, only businesses with a verified Google Business Profile will be eligible to run these ads, affecting businesses in Europe, the Middle East and Africa, as well as “selected” businesses in the U.S. and Canada, as per Google’s online announcement.
- The primary motive behind this change is to combat fraud; however, legitimate small businesses might suffer if they are unaware of this shift. If there is a discrepancy between a small business’s Google Business Profile information and the ad details, their advertising will be paused.
Zoom in: Obtaining verification on Google is a relatively straightforward process, but it requires some time.
- Business owners must first add or claim their business address on Google and then proceed with verifying the address through various methods like phone, text, email, or video.
- The verification process varies based on business category and location and may involve providing background information, undergoing business registration checks, insurance and license verifications, among other requirements.
- Google’s verification process typically takes up to seven business days, and once a business is successfully verified, the owner receives a notification.
