Local Services Ads: Partner Updates [Summer 2024]

Welcome to the October 2024 edition of Google’s Local Services Ads Partner Updates. Here’s everything you need to know about the latest changes and improvements to help you maximize your advertising efforts with Google’s LSA platform.

Expansion of Service Verticals

New Nationwide Verticals:

Google has expanded its Local Service Ads (LSA) beyond their previous restrictions, making seven key service verticals available nationwide in the U.S. Previously only offered in California and Florida, these services include:

Towing
Car Wash
Auto Repair Shop
Auto Body Shop
Solar Energy
Storage
Cell Phone & Laptop Repair

Home Remodeling Focus:

In efforts to hone in on specific home-improvement needs, LSA is introducing two additional verticals: Kitchen Remodeling and Bathroom Remodeling. Beginning in Q1 2025, existing services under General Contractor and Plumber will transition to these specialized categories. To maintain visibility in search results, businesses will need to update their profiles with these new verticals and fulfill any associated requirements. See here for a full list of search verticals and requirements.

Global Updates: Verified Google Business Profile

To enhance ad management and authenticity, a verified and affiliated Google Business Profile (GBP) will soon become mandatory for all LSA participants. While this requirement is already active across EMEA, U.S. businesses must comply by November 21, 2024, with a complete rollout by January 2025. Learn more about this requirement here. All customer reviews will be managed exclusively through GBP, consolidating existing LSA reviews under one platform, and subject to Google’s review moderation.

Reminder: Lawyer Identity Verification

For our U.S. partners in select states, including Arizona, Georgia, and Virginia among others, a mandatory lawyer identity verification process is underway. Compliance is required by November 15, 2024, to keep ads active and maintain trust in the advertisement ecosystem.

Enhanced Features and Opportunities

Request a Quote Experiment

In our ongoing quest to enhance consumer interactions, Google is experimenting with a “request a quote” feature, allowing customers to provide detailed project timelines and photos. This feature, currently in beta, aims to foster more meaningful connections between providers and potential clients.

Optimizing Ad Photos

Highlight your services with high-quality photos. Google encourages uploading 4-6 clear images, including:

Employee portraits in professional attire
Action shots of team members providing services
Showcase of completed high-quality work

Avoid stock photos and ensure all imagery complies with the guidelines to improve engagement.

Conclusion

These updates mark significant advancements in how service-based businesses can leverage Local Service Ads to reach more targeted customers effectively. By aligning with these changes, you can optimize your presence and drive more meaningful leads.

For further guidance, consult the Local Services Ads on Google Help Page or contact our Local View team. We’re here to provide comprehensive support as you adapt to these exciting new features and ensure your business capitalizes on every opportunity offered by Google’s LSA platform.