Silke Mayr New Requirement for Business Profile Linking
Starting November 21, Google will require businesses to link their Local Services Ads to a Google Business Profile. Failure to comply will result in ad suspension, meaning the ads will no longer appear in search results. Business owners should act quickly to ensure uninterrupted ad performance.
Local Services Ads help businesses connect with local customers by appearing at the top of search results. Unlike traditional ads, businesses only pay for specific leads. This model supports small businesses, as 98% of U.S. consumers search for local businesses online. Notably, over 80% of these searches lead to sales, according to Fit Small Business.
Understanding the Google Business Profile
A Google Business Profile allows businesses to control their online visibility on Google Search and Maps. This free tool is essential for attracting local customers and improving search rankings. To verify a Business Profile, Google requires businesses to prove legitimacy using video, phone verification, or receiving a postcard. This process aims to prevent lead fraud, where fake businesses redirect customers to avoid negative reviews.
Why Google is Making This Change
Google aims to improve consistency and security in Local Services Ads. According to Ben Fisher, founder of Steady Demand, the new requirement adds an extra verification layer to protect against bad actors. Fisher, a recognized expert in Google Business Profiles and Local Services Ads, explains that spam and hijacking have become major issues. “Removing fake profiles from Local Services Ads is like a game of whack-a-mole,” he says, emphasizing the difficulty of addressing these issues.
With over 30 years of experience in digital marketing, Fisher is one of 80 Google Business Profile Product Experts globally. These experts help users optimize Google’s business tools and provide valuable feedback for improvements.
Potential Impact on Businesses
Fisher estimates that nearly half of businesses using Local Services Ads could be affected. While there may be some false positives during the verification process, he believes the change will reduce abuses. Industries like garage door services, locksmiths, and attorneys are especially vulnerable to fraudulent actors.
Steps for Businesses to Prepare
- Log into Your Accounts: Ensure you can access both your Local Services Ads and Google Business Profile accounts.
- Check Email Consistency: Verify that both accounts are registered under the same email address.
- Look for Notifications: Check the Local Services Ads platform for any messages requiring you to “correct or create a new Google Business Profile.” If you’re unsure about your profile’s status, avoid creating a new one without confirming its necessity.
Fisher’s advice is clear: consult an expert before taking action. “When Google Business Profiles gives you advice, consult an expert,” he warns, emphasizing the importance of thoughtful decisions.
Final Thoughts
Despite the challenges posed by this update, Fisher urges businesses to continue using Local Services Ads. “You’d be making a huge mistake if you don’t utilize Local Services Ads,” he asserts. The new linking requirement may cause temporary disruption, but it also provides long-term protection against fraud, ensuring a more secure and trustworthy advertising environment.