NEW YORK — Google is changing the way ads work in Google Local Services, potentially impacting millions of small businesses.
Ads on Google Local Services run locally and are a great way for small businesses to market their products and services. Ads appear at the top of Google search results.
Starting November 21st, only businesses with verified Google Business Profiles will be able to advertise.
Google said in an online post that the change will affect companies in Europe, the Middle East and Africa, as well as “some” companies in the United States and Canada. The company did not respond to requests for comment.
This change is an effort to crack down on fraud. However, if formal small businesses are unaware of this change, they could be harmed. If your small business’ Google Business Profile name and address don’t match the information in your ad, your ad will be paused.
Getting verified with Google isn’t difficult, but it does take time. Business owners must add or register their business address with Google. The owner must then confirm the address via phone, text, email, or video.
This process varies by industry and location and may include providing information about background, business registration, insurance, and license verification.
Google’s verification can take up to 7 business days. Once a business is verified, its owners will receive a notification.
