Google is modifying the operation of its Google Local Services ads, which may impact millions of small businesses. These ads operate on a local level and are a significant method for small businesses to promote their products and services. Advertisements are displayed at the top of Google search results, beginning in November. Starting on the 21st, only companies that have a verified Google Business Profile will be permitted to run ads. This update impacts businesses in Europe, the Middle East, and Africa, as well as certain businesses in the U.S. and Canada, according to a statement from Google. The company did not reply right away to a request for comment. This change aims to combat fraud. However, genuine small businesses might suffer if they are not informed about the change. If a small business’s Google Business Profile name and address don’t align with the information in the ad, the advertising will be suspended. Verifying on Google isn’t hard, but it can take some time. Business owners need to add or verify their business address on Google. Owners will have to confirm their address via phone, text, email, or video. The process differs depending on the type of business and its location, and may involve providing details about background checks, business registration, insurance, and licenses. Verifications by Google can take as long as seven business days.
