Google Ups Its Game with Local Services Ads Verification Process

When I stumbled upon this insightful piece by over at Search Engine Land, it struck a chord. Google is rolling up its sleeves to update the verification process for its Local Services Ads, and trust me, this changes the game for local advertising.

What does it mean?

Starting at the tail end of 2024, if you’re running ads for professional services, say you’re a Local SEO guru or a legal whiz, there’s a new hoop to jump through. Google’s insisting on not just a license check but also an identity verification for anyone you feature in these ads. And it’s not just the professionals in the spotlight; business owners or senior partners need to pass this test too.

Why you should care?

Impersonators, begone! That’s Google’s motto here. This step is about safeguarding your ad’s credibility and ensuring that potential customers are engaging with genuine, verified professionals. If the thought of fake profiles and impersonators has been a concern, this move should offer some solace.

Is there anything you should do about it?

If Google’s tightening up its verification process sounds like it could throw a wrench in your paid ads, you’re not alone. But there’s no need to hit the panic button just yet. Those affected will receive clear instructions via email a week before the changes kick in, guiding you through the updated verification process.

Falling short of completing this new identity verification within the given timeframe? That spells trouble for your ad’s visibility. So, my advice? Keep a keen eye on your inbox, particularly for any communiqués from Google or their verification partner, Evident.

In the realm of online ads, where trust is currency, these updates could be a blessing for those looking to stand out with authenticity and reliability. To navigate these waters smoothly, consider enlisting a PPC company well-versed in Google’s evolving landscape.

And remember, staying ahead isn’t just about adapting to change—it’s about leveraging it to reinforce your standing and trustworthiness in the digital marketplace.

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Erez Kanaan Founder & CEO
Erez Kanaan is passionate about the latest tech in advertising as he is about family game nights. As a dad, husband, and the brains behind Kanaan & Co., he’s all about mixing innovation with personalization.