Google is making changes to its Google Local Services ads, impacting millions of small businesses that rely on this marketing tool. These ads, which are prominently displayed at the top of Google search results, are a key way for small businesses to promote their products and services locally.
Effective November 21, only businesses with a verified Google Business Profile will be permitted to run these ads. This modification will affect businesses in Europe, the Middle East, and Africa, as well as select businesses in the U.S. and Canada, according to a statement from Google. The company has not yet provided further details on this adjustment.
The primary objective behind this change is to combat fraudulent activities. However, legitimate small businesses may face challenges if they are unaware of the new requirement. If the information on a small business's Google Business Profile does not match the details in the ad, the advertising will be paused.
While the verification process on Google is not overly complex, it does require some time and effort. Business owners must first add or claim their business address on Google and then proceed to verify the address through various methods such as phone, text, email, or video.
The verification process may differ based on the business category and location, and could involve providing background information, proof of business registration, insurance details, and license checks. Google's verification process typically takes up to seven business days. Once a business successfully completes the verification, the owner will receive a notification.
