Local Service Ads: Partner Updates [End-of-Year 2024]
- Published: December 16, 2024
As we wrap up 2024, Local View is excited to bring you the latest from Google’s Local Services Ads. Our sincere thanks to all our partners whose feedback and collaboration have driven these continuous enhancements. Here’s how you can leverage these changes for greater success as we step into 2025.
Verified Business Profile Enforcement for the US & CA
Google now requires a verified Google Business Profile (GBP) for all Local Services Ads profiles in the US and Canada. Effective December 5th, 2024, this mandate applies to all businesses without a My Client Center (MCC), while businesses with an MCC must comply by January 22nd, 2025. Moving forward, new reviews will flow through the GBP, ensuring more streamlined management and enhanced authenticity.
Learn more about this update here.
Global Availability of Ad Performance Insights
Google has launched the Ad Preview and Diagnosis tool, enhancing your ability to evaluate LSA ad performance directly from the Search page. By searching “my ads” or specifying a job type with your location, you can see live ad status and recent performance metrics, providing critical insights to optimize your campaigns. Ensure you’re logged in with the correct email and have the requisite access level to take full advantage of this feature.
Enhanced Message Lead Responsiveness Metrics
To align with feedback, Google has refined the response time calculation for message leads. Now, estimated response times will be visible when you’ve received two or more leads in the past 90 days, presenting accurate response times by factoring business hours only, thus providing a more realistic impression of your service efficiency.Learn more about this update here.
Upcoming Deprecation of the LSA Mobile App in the US
Google is streamlining the management of Local Services Ads by phasing out the mobile app on January 6th, 2025, in favor of an improved mobile web experience. This transition promises enhanced functionality and convenience for your campaign management.
Ad Safety Policy (ASP) and Website Approvals Globally
Stay compliant with Google’s ad serving policies to prevent disapprovals. Regularly ensure all websites linked to your LSA profiles are active and properly redirecting. Discover and address any flagged issues through the LSA Policy Manager to maintain ad performance.
“Choose-Your-Own” Incentive Promotion Across Seven Countries
Google is offering a flexible promotional incentive for new LSA campaigns. Choose from three ad credit tiers—500,500,1000, or $1500—based on your initial 60-day spend. Terms and conditions apply. Available to businesses in Canada, France, Germany, Italy, Spain, the UK, and the USA on the Local Service Ads website, this promotion allows you to craft a budget strategy that suits your needs.
Minimum Bid and Budget Flexibility Worldwide
The removal of minimum bid and budget requirements on LSA profiles offers greater flexibility in campaign management. However, it remains crucial to set competitive amounts to attract high-quality leads effectively.
Reminder for the Winter/Holiday Season
As you prepare for winter and the holiday season, review your budgets to capitalize on changing service demands. From increased snow removal requests to tax preparation inquiries, ensuring flexibility in your budget can help accommodate expected surges in various verticals.
Conclusion
As we wrap up another successful year, recent updates from Google’s Local Services Ads, highlighted by Local View, are designed to boost your advertising strategy:
- Verified Business Profiles: Ensure your US and CA LSA profiles have verified Google Business Profiles to streamline review processes.
- Ad Performance Insights: Utilize the Ad Preview and Diagnosis tool for real-time ad performance data directly from the Google Search page.
- Improved Messaging Metrics: Updated response time metrics now better reflect business operations and improve service credibility.
- Mobile App Transition: Prepare for the shift to a more efficient mobile web experience as the LSA mobile app is phased out in early 2025.
- Compliance and Incentives: Adhere to Google’s ad standards and take advantage of promotional offers to maximize your ad spend.
- Flexible Budget Management: Freed from minimum budget restrictions, set competitive bids to attract quality leads.
- Seasonal Budget Adjustments: Proactively adjust budgets to meet increased service demands during winter and holiday months.
Local View is dedicated to advising you through these updates. Here’s to a successful new year!