Tag Archive for: local ads

Big Changes Are Coming To Google’s Local Service Ads

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Starting next month, Google will begin requiring brands running Local Service Ads (LSAs) to have an accurate, verified, and related Google Business Profile to continue running their ads.

Though LSAs have technically been accessible to any advertisers on Google’s platform, the company has clearly intended them to be linked with Google Business Profiles as part of their local marketing services. This move makes the two more tightly linked, making Business Profiles the “source of truth” for LSAs. 

What Is Happening?

As noted by Ben Fisher on X, Google is alerting people running Local Service Ads about upcoming changes.

In the notice, the company says that it will begin requiring accounts running SA to have a related Google Business Profile to continue running ads. Those without a GBP or those with inaccurate information in their business profile will see their ads paused beginning on this date. 

As Fisher said in his post about the alert:

“Your Google Business Profile is now the source of truth for LSA. LSA ads will be paused if you do not have a GBP attached to an LSA.”

Changes To Local Service Ads Reviews

Also mentioned in the alert is the fact that Google LSAs containing reviews will exclusively show reviews left on Google Business Profiles, making GBP the sole place you can manage reviews seen in local ads. 

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Google Lets Users Browse Your Inventory From The Search Results

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Google is rolling out a new update to its Local Inventory Ads that let allows searchers to browse in-stock products when they search for a business. That means if a users searchers for your business, they could browse your inventory straight from Google.

So far, the new features are limited to a small number of retailers, such as Macy’s and Ikea. However, it is expected to continue spreading to businesses of all sizes in the coming months.

The update is not a surprise, as Google announced the expanded features utilizing their its Knowledge Graph and Google Maps back in May. However, it was first spotted this week by Nicolai Helling who captured a few screenshots of what it looks like out in the wild.

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With the new features, you’ll see a new line in the Knowledge Panel underneath your NAP (name, address, phone number) information which says: “Search items at this store”. You can also find this in Google Maps underneath the store’s hours.

If a user clicks on this, they’ll be taken to a page hosted by Google where you can refine exactly what item you are looking for. If they select a specific product, they will then be directed to a dedicated page product information as well as information about where to purchase the product online or in store.

To use the feature as it rolls out, you will need to be signed up for Google’s Local Inventory Ads program and be running ads with your products and inventory information.

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