Commencing November 21st, you will need a Google Business Profile (GBP) in order to run Local Service Ads (LSAs). If you don’t create or claim a GBP, then any of your live Local Service Ads will be paused until you connect a matching Google Business Profile.
Google’s official notice stated:
‘By Thursday, November 21, 2024, your Local Services ad will need a matching Google Business Profile to continue appearing in search results and to display your customer reviews.’
Image credit: Ben Fisher
Why Local Service Ads Are Important
LSAs are an excellent tool for generating valuable leads. They offer users instant access to all of the relevant information they need about your business, helping them to make an informed decision on whether or not your business is suitable for their needs.
As Local Service Ads are typically lower in cost, easy to set up and manage, and offer highly effective lead generation, they are especially popular with small businesses.
What this Change Means for Businesses
This update means it’s essential for companies who rely heavily on these ads to ensure all the information they provide on their Google Business Profiles, such as their name and address, matches the information on their Local Service Ads. Unverified or suspended GBPs will also face a pause on their LSAs, so be sure to fix any verification problems prior to the 21st of November.
Google is also changing the way reviews are managed, writing:
‘When you complete the profile affiliation, your new customer reviews will be managed from Google Business Profile, not your Local Service Ads account’.
Ben Fisher was one of the first to notice Google’s warning and took to X to share his findings:
The move has been welcomed by the public, with many feeling that such a change should have been implemented a while ago.
In response to Fisher’s X post, Mr Fundman commented:
If you would like guidance connecting your Google Business Profile to your Local Service Ads, or help managing your ads account, don’t hesitate to contact our experts. We will make sure your ads stand out and give your brand the attention it deserves.
