Google's Local Ads Shakeup: A New Era for Small Businesses

Google is altering its Local Services ads, impacting small businesses in Europe, the Middle East, and Africa, and select businesses in the U.S. and Canada. To advertise, businesses must have a verified Google Business Profile, which may prevent fraud but could also unintentionally affect legitimate businesses unaware of the change.

Google is set to revamp its Local Services ads, a move that could have significant ramifications for small businesses across several regions. These ads feature prominently at the top of Google search results but starting November 21, only those with a verified Google Business Profile will be eligible to use them.

This adjustment impacts businesses in Europe, the Middle East, Africa, and select sectors within the U.S. and Canada. As outlined in Google's online announcement, the aim is to combat fraud. However, legitimate small businesses risk disruption if they remain unaware of these notifications.

To verify a business on Google, owners must claim their address and undergo a verification process that may involve phone, text, email, or video confirmations. The procedure varies depending on the business type and location, potentially involving checks on background, registration, insurance, and licenses. The entire verification process can take up to seven business days, after which owners are notified of their status.

(With inputs from agencies.)