Google is implementing a significant update that will impact how businesses run their Local Service Ads (LSAs). By November 21, 2024, companies must have a verified and matching Google Business Profile (GBP) to continue running their LSAs. Failure to align these profiles could lead to ad pauses, potentially disrupting your lead generation and customer acquisition efforts.
Why does this matter? For businesses relying on local search traffic to drive sales and growth, ensuring that their GBP and LSAs are synced is now more critical than ever. Let’s dive deeper into what these changes mean and how businesses can prepare.
What are Local Service Ads (LSAs)
LSAs are a type of pay-per-lead ad designed to help local businesses connect with potential customers in their area. These ads appear at the top of Google search results when users search for services like plumbing, legal help, or home cleaning in their locality. LSAs are especially important for businesses because they capture high-intent search traffic, leading to better conversion rates.
What is a Google Business Profile (GBP)
Google Business Profile (GBP) is a free tool that allows businesses to manage how they appear on Google Search and Maps. With a GBP, businesses can share essential information like their location, operating hours, services, and customer reviews. It acts as a “source of truth” for customers seeking reliable information about a business. The integration of GBP and LSAs further strengthens this, making GBP more important than ever.
The Major Change: Integration of LSAs and GBPs
As part of this update, Google has tightened the connection between Local Service Ads and Google Business Profiles. Now, LSAs must have a verified and matching GBP for the ads to run smoothly. This move positions GBP as the “source of truth” for all LSAs, meaning any discrepancies between the two will lead to ad pauses until corrected.
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Why This Change Matters to Businesses
For businesses that rely heavily on Local Service Ads to generate leads, this update can make or break their campaigns. Without a verified and accurate GBP, LSAs will be paused, leading to a potential disruption in customer acquisition. Aligning GBP and LSA ensures that your business remains visible to prospective clients, maintains credibility, and stays competitive in local search results.
Deadline for Businesses: November 21
The deadline for aligning your GBP and LSAs is fast approaching. By November 21, 2024, businesses must have a verified and matching GBP to continue running their LSAs. Missing this deadline could result in your ads being paused until you rectify the situation, which could lead to a loss of potential business.
Verification Requirements for LSAs and GBPs
To comply with this update, businesses must ensure the name, address, and other key details on their Google Business Profile exactly match those on their Local Service Ads. Any discrepancies, unverified profiles, or suspended GBPs will automatically result in ad pauses, stopping your LSAs from running until the issue is resolved.
Mismatched or Unverified Profiles Will Lead to Ad Pauses
If your business has a mismatched or unverified GBP, Google will pause your LSAs until the profile information is corrected. This means your lead generation efforts could be significantly impacted, leading to a drop in customer inquiries and potential sales. It’s essential to double-check that all your information is accurate and up-to-date to avoid this.
Reviews Consolidation with Google Business Profiles
Another significant change is the consolidation of customer reviews between LSAs and GBPs. Starting in early 2025, all customer reviews collected via LSAs will also appear on your GBP. This not only streamlines the process but also ensures that all reviews—whether from ads or your profile—are managed and displayed consistently.
The Importance of Customer Reviews
Customer reviews are one of the most important factors that influence consumer decisions. Positive reviews boost your business’s credibility, while negative reviews can hurt it. The integration of LSAs and GBP means that managing your reviews becomes even more crucial. Having a well-maintained GBP with glowing reviews can significantly impact your local search ranking and ad performance.
Impact on Small and Medium Businesses
Small and medium businesses, in particular, stand to gain—or lose—depending on how they respond to these changes. Those that manage their GBP carefully and align it with their LSAs will find themselves well-positioned to continue capturing local leads. However, businesses that fail to verify their profiles or miss the deadline could face disruptions in their ad campaigns.
Steps to Take to Ensure Compliance
To avoid disruptions to your LSAs, follow these steps:
- Verify your Google Business Profile. Ensure all information is accurate.
- Match the name and address of your GBP to your LSA.
- Regularly update your profile with any changes.
- Monitor reviews and respond to feedback.
- Link your GBP to your LSAs before the November deadline.
What Happens if You Don’t Comply?
Failing to comply with these new requirements will lead to your Local Service Ads being paused. This means a loss of visibility, fewer leads, and potential harm to your business’s bottom line. Ensuring compliance is not only essential for keeping your ads running but also for maintaining a strong online presence.
Conclusion
Google’s new update emphasizes the importance of a properly managed Google Business Profile for businesses running Local Service Ads. By ensuring that your GBP is verified, accurate, and aligned with your LSAs, you can avoid disruptions, maintain visibility, and continue generating leads. Don’t wait—take action now to secure your business’s success.
FAQs
How does this change affect businesses without a GBP?
Without a verified and matching GBP, your Local Service Ads will be paused, leading to potential disruptions in lead generation.
What happens if my GBP is suspended or unverified?
Unverified or suspended GBPs will result in your LSAs being paused until the profile is verified or reinstated.
Will reviews from LSAs automatically transfer to GBP?
Yes, starting in early 2025, reviews from LSAs will appear on your Google Business Profile.
How can I ensure my GBP matches my LSA information?
Double-check that the name, address, and other key details on your GBP and LSA match exactly to avoid any ad pauses.
What happens if I miss the November 21 deadline?
If you miss the deadline, your LSAs will be paused until your GBP is verified and aligned with your ads.