Google Ad Change Could Impact Millions of Small Businesses

Google is changing its Local Services ads, which appear at the top of Google search results and are an essential marketing tool for many small businesses. Starting November 21st, businesses must have a verified Google Business Profile to run these ads.

The new requirement aims to reduce fraud by ensuring that ads come from verified advertisers but may impact millions of legitimate businesses unaware of the change.

For small businesses, advertising with Google Local Services ads is a big way to market their goods and services and connect with local customers.

As the new rule goes into effect, Google will stop advertising for businesses whose Google Business Profile’s name and address don’t match the information in the ad. The inability to run these ads could cause severe damage to the local exposure of affected businesses.

Google’s Local Services ads update affects companies across Europe, the Middle East, Africa, and “select” businesses in the US and Canada. Advertisers subject to the new requirement have received notifications via email from the Local Services Ads team and alerted on the Business Verification page of their Local Services Ads account, Google said in a post.

Getting verified on Google Local Services is a simple process, but it may take up to seven business days. Unverified businesses need to start the verification process in the following weeks to continue advertising on Google Local Services without interruption.

To get verified, business owners must add or claim their business address on Google and verify it through text, phone, email, or video. Once Google approves a business, it notifies its owner.

The process varies by location and business category. Depending on these factors, some businesses may need to provide information about their business registration, background, license, and insurance.

It seems Google isn’t taking any chances, especially after the recent US lawsuits over its ad business.