Google’s Major Change to Local Service Ads:

Google Business Profile Now Mandatory

Google is rolling out a significant update to its Local Service Ads (LSAs): Businesses will now be required to have a matching Google Business Profile (GBP) to run LSAs.

Any unverified or mismatched profiles could result in ad pauses.

Key Changes and Implications
Businesses must have a verified and accurate Google Business Profile to continue running LSAs and displaying customer reviews.

This move strengthens the integration between LSAs and GBPs, making the Business Profile the “source of truth” for ads.

LSAs have been an essential tool for businesses aiming to capture local search traffic.

However, without a verified GBP that aligns with the LSA information, businesses risk having their ads paused.

This could disrupt lead generation and customer acquisition efforts.

Moreover, customer reviews will now be consolidated into the Google Business Profile.

By early 2025, all reviews will appear on both the LSAs and the GBP, underscoring the importance of managing and maintaining an accurate profile for credibility and visibility in search results.

Businesses must have a verified Google Business Profile to run Local Service Ads.
The name and address on the GBP must match the LSA; otherwise, the ads will be paused.
Verification: Unverified or suspended GBPs will also cause ad pauses.
Review Management: Customer reviews will be managed through the GBP, with full integration by early 2025.

Businesses relying on LSAs should ensure their Google Business Profile is verified, accurate, and properly maintained to avoid disruptions and maximize their visibility in local searches.