Google is set to implement significant changes to its Local Services ads, a move that could have widespread implications for millions of small businesses in the US and around the world.
Ads are an essential marketing tool for millions of local businesses, appearing prominently at the top of Google search results to connect consumers with services in their area.
But starting November 21, only businesses with a verified Google Business Profile will be eligible to show ads.
The policy update will affect businesses in Europe, the Middle East and Africa, as well as a number of businesses in the US and Canada, according to an announcement from Google.
Richard Drew/AP, file
What changes are coming to Google Ads?
Newsweek contacted Google’s press office via email on Tuesday seeking further clarification on the specifics of the change.
The company has not yet responded.
It is understood that the main objective behind the change is to increase security and reduce fraud within the advertising platform.
However, there is concern that legitimate small businesses may face challenges if they are not aware of these new requirements.
If a business’s Google Business Profile name and address do not match the information listed in the ad, advertising will be discontinued, potentially preventing visibility for those companies.
Don Ryan/AP, file
How do I verify a business profile on Google?
To verify a business profile on Google, business owners must either add or claim their business address on Google and then confirm it through a variety of methods, including phone, text, email or video verification.
Requirements may vary based on the type of business and its location, and may also include submitting information regarding business registration, insurance and licensing.
The verification process can take up to seven business days and business owners will receive a notification once their profile is successfully verified.
This timeline can pose a challenge for businesses that aren’t prepared for the upcoming changes, as they may find themselves unable to advertise if they don’t complete the verification process in time.
Will original businesses reach customers?
As Google implements this new policy, the company aims to create a more reliable advertising environment by ensuring that genuine businesses effectively reach potential customers.
Small businesses are encouraged to review their Google Business Profiles and take the necessary steps to ensure compliance before the November deadline in order to maintain their advertising capabilities and visibility in local search results.
This article contains additional reporting from the Associated Press