Google will roll out changes this month to its Google Local Services ads program that might affect small businesses that rely on Google for elevated placement of their companies in search results.

The changes that take effect Nov. 21 will require companies that utilize Google Local Services to have a verified Google Business Profile. This process requires businesses to “claim” their business profile, then verify it through phone, text, email, or video. Verification can take up to five business days.

For businesses that already have a profile, no action is necessary.

“This is nothing new and no big deal for us,” said Joe Kelley, one of the owners of Kelley Property Inspections, which serves the northwest Ohio region and has already been verified by Google. The company performs home buyer and seller inspections, radon mitigation, water testing, gas leak detection, and other services. 

Mr. Kelley said he receives eight to 10 calls a week that are generated by his Google Local Services account.

“It’s not very expensive,” he said. “You set your own budget, and the higher the budget, the more ads are directed to you.”

According to a Google spokesman, the company has recently informed some Local Services advertisers of upcoming changes to help combat spam to improve the overall experience in Google Ads.

“To help advertisers stay informed, we’re continuing to share updates in our Help Center,” the spokesman said.

Ryan Miles, a paid search manager at Hart Inc., a Toledo marketing and public relations agency, believes the only small businesses that will be affected by Google’s new requirements are those that aren’t paying attention.

“Google is protecting businesses from the kinds of fraud that can arise from these Local Services ads,” Mr. Miles said. “They are a very effective tool for small businesses, but there have been instances of fake ads created by rival companies that try to take customers away from legitimate businesses.”

He said Google made a big push in February to do something about this problem.

“Google makes the steps you have to follow easy enough,” Mr. Miles said. “The hardest part may be providing the verification they ask for.”

He advises small businesses not to wait until a few days before the Nov. 21 deadline to act. 

First Published October 31, 2024, 7:00 p.m.