Starting soon, businesses that run Local Service Ads (LSAs) will need to have an active and matching Google Business Profile (GBP). Without this, companies could face their ads being paused. This change, rolling out by November 2024, shifts customer reviews to the GBP, making it the main source for both ads and reviews.
Google is positioning the GBP as the “source of truth” for LSAs. If your business doesn’t have a properly set up and verified GBP, you might experience pauses in your ads, potentially hurting your lead generation and sales flow.
Why Does All This This Matter?
Local Service Ads are a huge deal for businesses looking to grab local traffic. Without a verified and accurate GBP, your ads could be paused, messing up your efforts to capture leads and customers. Google’s move to consolidate reviews into the GBP means businesses need to pay attention to profile management to stay credible and visible in search results.
Key Details You Should Know
| Deadline | Details |
|---|---|
| November 21, 2024 | Businesses need a verified GBP to continue running LSAs. |
| Verified Info | The business name and address on your GBP must match the info on the LSA. |
| Reviews | By early 2025, all reviews will be pulled from your GBP for LSAs. |
Let’s break this down even further.
- Deadline: By November 21, 2024, businesses need to have a GBP in order to keep running Local Service Ads.
- Verified Info: Make sure your GBP’s name and address match what’s on your LSA. If not, expect your ads to be paused. Also, if your GBP is unverified or suspended, your ads will face the same fate.
- Reviews Consolidation: Reviews for LSAs are moving to GBPs. By early 2025, all reviews will appear on both LSAs and the GBP.
What Are Experts Saying?
Ben Fisher, a well-known expert in the field, spotted the notice from Google. He shared this on social media platform X:
“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.”
This notice highlights the importance of keeping your GBP verified and synced with your LSA.
The Bigger Picture
This change from Google simplifies how businesses handle reviews and ads. It’s great for those who have their GBP and LSA lined up perfectly. But for businesses who haven’t connected these two yet, there might be some trouble ahead. If you don’t have your GBP properly aligned with your LSA, you’re looking at some interruptions in your ad campaigns.
So, What’s Next?
To avoid any disruptions, businesses need to ensure their Google Business Profile is verified, accurate, and linked to their Local Service Ads by the November 2024 deadline. If not, you’re risking pauses in your ads, which could lead to fewer leads and lost customers.
Frequently Asked Questions About GBP and LSA
What happens if my Google Business Profile information doesn’t match my Local Service Ad?
If your business name or address on the Google Business Profile (GBP) doesn’t match the information on your Local Service Ad (LSA), your ads will be paused. Google requires these details to align perfectly to maintain trust and consistency across its platforms. An unverified or suspended GBP will also result in your ads being halted. This is why it’s crucial to double-check that both your GBP and LSA show the exact same business name, address, and other key information.
How will consolidating reviews to the GBP impact my business?
By early 2025, all reviews for Local Service Ads will be managed and displayed through your GBP. This means that reviews you’ve collected from LSAs will be combined with your GBP reviews. Having all reviews in one place can make it easier to manage your reputation, but it also means businesses will need to maintain a strong and accurate GBP. Positive reviews can help boost your business’s visibility, while negative reviews, if not managed, could harm your credibility in local search.
What should I do if my GBP gets suspended?
If your GBP gets suspended, your LSAs will automatically be paused. A suspended profile could result from incomplete verification or a violation of Google’s guidelines. You’ll need to go through the process of reinstating your GBP by correcting any issues, submitting required documents, and requesting a review. Make sure you act quickly because a suspended GBP not only affects your ads but also your visibility in local search.
How does this change affect businesses that haven’t focused on their GBP before?
If your business hasn’t paid attention to its Google Business Profile until now, this change could shake things up. Previously, you may have focused on Local Service Ads without worrying too much about the GBP. However, moving forward, your GBP will become the central hub for managing both ads and reviews. If your GBP isn’t properly set up, verified, or kept accurate, you could see interruptions in your ad campaigns and possibly lose out on customer leads. It’s time to make your GBP a priority!
