Google ad change may impact millions of small businesses

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 U.S. and across the world.

The ads are a crucial marketing tool for millions of locals enterprises, prominently displayed at the top of Google search results to connect consumers with services in their area.

But starting from Nov. 21, only businesses with a verified Google Business Profile will be eligible to run the ads.

The policy update will affect businesses in Europe, the Middle East, and Africa, as well as a number of enterprises in the U.S. and Canada, according to an announcement from Google.

What Changes are Coming to Google Ads?

Newsweek contacted Google’s press office via email on Tuesday asking for further clarification on the specifics of the change.

The company has not yet responded.

It is understood that the main objective behind the shift is to enhance 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, the advertising will be paused, potentially hindering visibility for those companies.

How do I Verify a Google Business Profile?

To verify a Google Business Profile, business owners must either add or claim their business address on Google and subsequently confirm it through a variety of methods including phone, text, email, or video verification.

The requirements can vary based on the type of business and its location, and may also involve submitting information related to 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 could pose a challenge for businesses that are not prepared for the upcoming changes, as they may find themselves unable to advertise if they do not complete the verification process in time.

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 in order to maintain their advertising capabilities and visibility in local search results.

This article contains additional reporting from The Associated Press