Ben Fisher, a well-known Google My Business Platinum Product Expert with years of experience in local SEO and Google Business Profile (GBP) management, recently shared, on X, a crucial update for anyone running Local Services Ads (LSAs).
If you’re not familiar, LSAs help connect local customers with trusted businesses that provide the services they need, showing your ads at the top of search results when potential customers look for services in your area.
“Your Google Business Profile is now the source of truth for LSA,” Fisher states.
“LSA ads will be paused if you do not have a GBP attached to an LSA.” He provided a screenshot of the notification he found.
This is huge for local service businesses. It emphasizes the importance of keeping your GBP in perfect shape—not just for local searches, but now also for the ads that bring you leads directly.
We’ve been following these changes closely at FDGweb because it affects every single one of our clients with LSAs.
Matching Information is Critical
Fisher also highlights the importance of making sure that your business information is aligned across both platforms.
“If your GBP name or address information does not match LSA, you will be paused,” he warns.
That means even a small difference—like a variation in your business address—could lead to your ads being paused.
And it’s not just mismatches you need to worry about. “The same goes for unverified and suspended GBPs.”
This can lead to unexpected drops in leads if you’re not on top of it.
That’s why we recommend making it a priority to ensure that everything from your business name to your location is accurate across your GBP and LSA settings.
Don’t Rush Into Making a New GBP
Fisher offers a critical piece of advice that might save you a lot of trouble.
“Please do not make new GBPs if you already have one,” he advises.
We know how tempting it can be to create a new profile when issues arise, but this could cause more harm than good.
Creating a new GBP or LSA just because of a pause or mismatch in your current setup can cause confusion and delays.
In fact, it could lead to your accounts being flagged for duplicate information or mismatched business data, which will further delay getting your ads back online.
We recommend taking the time to consult with an expert (like your friends here at FDGweb) before making any big changes.
Fisher echoes this: “Please do not make a new LSA just because they say so; consult an expert.”
Reviews are Now Tied to Your GBP
Another significant update Fisher points out is that reviews for LSAs will now be pulled directly from your Google Business Profile. “GBP will be the only source of reviews for LSA,” he notes.
This puts even more weight on the importance of maintaining an active and positive GBP, as verified reviews will carry more influence than ever before.
Fisher mentions that he believes “verified reviews will port into GBP,” adding a layer of trust to the system.
At FDGweb, we’ve always encouraged our clients to focus on generating authentic, high-quality reviews, and now it’s even more essential.
Since your GBP is now the go-to source for reviews, it’s vital to have a well-maintained profile that accurately represents your business.
Email notification Benn Fisher received
Your Google Business Profile: The Key to Keeping Your Local Services Ads Active
These updates from Google mean your Google Business Profile is now the key to keeping your Local Services Ads active.
Making sure everything is accurate and verified is critical to avoid any pauses.
At FDGweb, we’re here to help you navigate these changes and keep your ads running smoothly.
Reach out today, so we can verify your Local Services Ads are all set for the transition.
