Local Services Ads Partner Updates: Q1 2025
- Published: March 24, 2025
Welcome to the Q1 2025 edition of the Local Services Ads (LSA) Partner Updates from LocalView. This quarter, Google has introduced several changes across verticals, review management, booking features, and ad visibility—all aimed at improving lead quality and advertiser performance. Here’s a full summary of what’s new and what you need to do next.
Verified Google Business Profile Now Required for All LSA Advertisers
[US & CANADA]
To continue showing in Local Services Ads, all advertisers in the United States and Canada must now have a verified and affiliated Google Business Profile (GBP). This requirement applies to both new and existing LSA accounts.
If your ads have stopped serving, ensure your GBP is verified and linked to your LSA account. This enforcement does not yet apply to partners operating under special aggregator agreements.
→ Learn more about claiming and verifying your GBP
LSA Reviews Transitioning to Google Business Profile
LSA is consolidating reviews to improve consistency across Google platforms. All new customer reviews will now flow through your Google Business Profile rather than the former LSA vanity link.
Existing LSA reviews will be migrated to GBP later this year, allowing you to manage all your reviews in one place.
New Verticals: Kitchen and Bathroom Remodeling in the US
Local Services Ads has introduced two new standalone verticals:
- Kitchen Remodeling
- Bathroom Remodeling
These were previously listed as job types under General Contractor or Plumber. By separating them into their own verified verticals, Google aims to improve the quality of leads from relevant search queries like “kitchen remodeling near me.”
Identity verification requirements
- Business owner identity verification (select verticals only)
- Fieldworker identity verification (select verticals only)
Background check requirements
- Business check
- Owner check
- Verified Google Business Profile (EMEA select countries only)
Business registration requirements
- Business check
- Verified Google Business Profile (EMEA select countries only)
Insurance requirements
- General liability insurance
- Professional liability insurance
- Verified Google Business Profile (EMEA select countries only)
Licence requirements
- Business licence on state or province level
- Owner licence on state or province level
- Verified Google Business Profile (EMEA select countries only)
Minimum review requirements
- Up to five reviews
- Verified Google Business Profile (EMEA select countries only)
An email notice was sent in advance. If you haven’t yet updated your verticals or added the required licenses, log into your LSA profile to manage your settings.
→ See the full list of available LSA verticals.
Reserve with Google: Expanded Booking Partner Support
Reserve with Google now offers a more integrated booking experience across Local Services Ads, Google Business Profile, and Maps.
Providers currently using supported partners for organic GBP bookings have been notified via email and given the opportunity to opt out of booking leads through LSA. Booking is now enabled for all verticals except healthcare. Learn more about supported booking partners and lead types here!
Including booking is considered a best practice for LSA, as it increases conversion paths and may positively impact your ad ranking.
→ Overview of booking lead options
Desktop Update: Single Provider Unit Experiment
Previously, LSA ads would only display on desktop if at least two advertisers were eligible. Google is now testing a new layout that allows for a single advertiser to appear, even when no others qualify in that moment.
This change may result in additional desktop visibility in less competitive markets.
Tax Specialist Vertical Changes in the US
As of January 8, 2025, key LSA features have been deprecated for the Tax Specialist vertical. These include:
- Message leads
- Call recordings
- Autocrediting for disputed leads
Advertisers in this category should adjust their lead-handling strategies accordingly.
→ Details on available lead types and features
Need Help Managing These Updates?
As always, LocalView is here to help our partners stay ahead of the curve. Whether you’re updating your verticals, enabling bookings, or navigating GBP verification—we can support you in implementing all the latest LSA changes effectively.
Let us know if you’d like a personalized audit or account review to make the most of Q2.