Local Services Ads (LSA) Update: Why Your Google Business Profile (GBP) Matters More Than Ever
If you’re running Local Services Ads (LSAs), an important deadline is approaching—claim your Google Business Profile (GBP) by November 21, 2024, or your ads could stop showing up in search results.
This is the email owners of an LSA campaign received this week:
What’s New?
Soon Google will require every active LSA be linked to a GBP.
Here’s what’s changing:
- LSA GBP Link: LSAs must be linked to a GBP.
- If an LSA campaign is currently active but not linked to a GBP, it will be paused.
- If an LSA campaign’s business name and address do not match what’s on the GBP, it will be paused.
- Reviews: Once you claim your GBP, your customer reviews will be managed through Google Business Profile instead of your Local Services Ads account. This means reviews cannot be left to the LSA directly. They will be fed to the LSA through your GBP.
Why Should You Care?
Google is making it mandatory for businesses to affiliate their GBP to run LSAs. If you don’t complete this process by November 21, your ads will disappear from search results. But once claimed, your ad will go live again automatically.
If you already have a GBP and an LSA, be sure to link them. If you are currently running an LSA campaign without it being linked to a GBP, your campaign will be paused.
Security Comes First
This change isn’t just about streamlining operations—Google is upping security. By ensuring your business profile and ads are affiliated, Google protects your ad data, messages, and calls from unauthorized access. Occasionally, even verified businesses may be asked to confirm information for additional security. Additionally, the shift could potentially reduce the number of spam LSAs that have been reported recently.
Take Action
To avoid any disruptions in your ads, claim your Google Business Profile by November 21, 2024. If the listed profile isn’t yours, let Google know immediately.
For further assistance with your GBP and/or LSA, call 99 Calls.
