Source-canva
Google is set to make a significant change to its Google Local Services ads, a move that could impact millions of small businesses globally. These ads, which appear at the top of search results, are crucial for many small businesses as they provide visibility for their products and services in local markets.
Google ads and Google play console
Starting November 21, 2024, only businesses with a verified Google Business Profile (GBP) will be eligible to run Local Services ads. This new policy will apply to businesses across Europe, the Middle East, Africa, and select regions in the U.S. and Canada, according to an online post by Google. The tech giant’s decision is part of a broader effort to enhance security and crack down on fraudulent ads, a growing concern in the online advertising space.
Google’s Local Services ads have long been a lifeline for small businesses, enabling them to compete with larger companies by showcasing their offerings prominently in local search results. However, this new requirement for verified Google Business Profiles could present challenges for some businesses. Those that fail to meet the verification criteria or whose business name and address don’t precisely match their ads could see their campaigns paused or disabled. This may catch many small businesses off guard, particularly those unfamiliar with the platform’s new requirements.
Though intended to reduce fraud and improve the overall quality of Google’s advertising services, the changes could inadvertently hurt legitimate small businesses if they are unaware or unprepared. Ensuring that a Google Business Profile is both active and accurately reflects the business’s information is crucial. Otherwise, businesses risk losing valuable advertising space during the busy holiday season, which is especially critical for retailers and service providers.
Industry experts have voiced concerns that the abrupt shift could disproportionately affect smaller companies with limited resources to manage their online profiles. As a result, marketing agencies and business associations are encouraging small businesses to double-check their Google Business Profiles and make any necessary updates ahead of the November deadline. Failure to comply with the new policy could result in advertising interruptions, potentially affecting revenue streams for those who rely on local search visibility.
Google has yet to issue an official comment beyond its online post, the company’s move reflects a broader trend towards greater transparency and accountability in online advertising. Businesses in regions affected by the policy are advised to act quickly to avoid disruptions to their marketing efforts.
For millions of small businesses, this change highlights the growing importance of maintaining an up-to-date and verified online presence as competition for digital real estate continues to intensify.
