Google is shaking up its Google Local Services ads, which could impact a multitude of small businesses across various regions. These ads are essential for local businesses to showcase their offerings prominently on Google search results. Scheduled to go into effect on November 21, only businesses with a verified Google Business Profile will be eligible to run these ads.
This significant change primarily targets businesses in Europe, the Middle East, and Africa, along with specific businesses in the U.S. and Canada, as indicated by Google in an online statement. The company has not provided further details upon request for comment. The motivation behind this alteration is to combat fraudulent activities, although it could inadvertently harm legitimate small businesses that are unacquainted with these modifications. If a small business fails to align the name and address on its Google Business Profile with the ad information, its advertising will be halted.
Achieving verification on Google is a straightforward yet time-consuming process. Business owners must first add or claim their business address on Google and then undergo verification via phone, text, email, or video. The verification process may vary depending on the business category and location, potentially involving background checks, business registration, insurance, and license validations. Following verification, business owners will receive a notification confirming their status, which typically takes up to seven business days.
The transition to verified Google Business Profiles for Google Local Services ads aims to enhance transparency and credibility by minimizing fraudulent activities. Small businesses must prioritize verifying their business information to ensure seamless advertising opportunities and avoid any disruptions.
In conclusion, small businesses must promptly comply with the new verification requirements set by Google to maintain their visibility and competitiveness in the digital advertising landscape. By aligning their Google Business Profiles with their ads, businesses can uphold their credibility and access the robust marketing benefits offered by Google Local Services ads. Stay informed, comply with the changes, and continue thriving in the digital marketplace.
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