NEW YORK — Google is changing the way Google Local Services ads work, potentially impacting millions of small businesses.
Google Local Services Ads run locally, and are a great way for small businesses to market their goods and services. Ads appear at the top of Google search results.
Starting November 21, only businesses with a verified Business Profile on Google will be able to run ads.
Google said in an online post that the change affects companies in Europe, the Middle East and Africa and select companies in the United States and Canada. The company did not immediately respond to a request for comment.
The change is an attempt to eliminate fraud. But legitimate small businesses could be harmed if they are not aware of the change. If a small business's Google Profile name and title don't match the information in the ad, the ad will be paused.
Verifying your Google Account isn't difficult, but it does take some time. Business owners must add or claim their business address on Google. Owners will then need to verify the address via phone, text, email or video.
The process varies by business category and location and may include providing background information, business registration, insurance, and licensing checks.
Google verifications can take up to seven business days. Once a business is verified, its owner is notified.
