Google Ads Changes on Small Businesses: Learn the Impact

Google is set to implement significant changes to its Local Services ads, which could have widespread implications for millions of small businesses in the U.S. and across the world. Starting from November 21, only businesses with a verified Google Business Profile will be eligible to run these ads, a crucial marketing tool that connects consumers with local services.

Key Takeaways

• Only verified Google Business Profiles can run Local Services ads from November 21.
• The change aims to enhance security and reduce fraud in advertising.
• Businesses must ensure their profile information matches their ad details to avoid advertising pauses.

Impact of Google Ads Changes on Small Businesses: What Changes Are Coming?

Google’s upcoming policy update is designed to combat fraud and improve the integrity of its advertising platform. The new requirement will affect businesses in Europe, the Middle East, Africa, and select businesses in the U.S. and Canada. If a business’s Google Business Profile name and address do not match the information listed in the ad, the advertising will be paused, potentially hindering visibility for those companies.

How to Verify a Google Business Profile

To verify a Google Business Profile, business owners must:

1. Add or claim their business address on Google.
2. Confirm the address through various methods, including phone, text, email, or video verification.
3. Provide additional information related to business registration, insurance, and licensing, if required.

The verification process can take up to seven business days, which poses a challenge for businesses that are not prepared for the upcoming changes.

Impact of Google Ads Changes on Small Businesses: Will Genuine Businesses Reach Customers?

As Google implements this new policy, the company aims to create a more trustworthy advertising environment while ensuring that genuine businesses can effectively reach potential customers. Small businesses are encouraged to review their Google Business Profiles and take the necessary steps to ensure compliance ahead of the November deadline to maintain their advertising capabilities and visibility in local search results.

The Importance of Local Services Ads

Local Services ads are a vital marketing tool for small businesses, appearing at the top of Google search results and allowing businesses to pay only for leads related to their service. Studies show that 98% of U.S. consumers look for local businesses online, and over 80% of these searches lead to sales. Therefore, ensuring compliance with the new requirements is crucial for small businesses to attract new customers.

Conclusion: Impact of Google Ads Changes on Small Businesses

The upcoming changes to Google Ads represent a significant shift in how small businesses can advertise their services. While the intention behind these changes is to enhance security and reduce fraud, they also pose challenges for businesses that may not be prepared. It is essential for small business owners to act quickly to verify their Google Business Profiles to avoid disruptions in their advertising efforts.

Sources

• Google Ad Change May Impact Millions of Small Businesses – Newsweek, Newsweek.
• Google ad change could affect millions of small businesses | AP News, AP News.
• Millions of Small Businesses Potentially Impacted by Upcoming Google Local Ads Change | Ratchet+Wrench, www.ratchetandwrench.com.
• Google Ad Change Could Spell Disaster For Unprepared Small Businesses, Forbes.