The headline

Google is working to consolidate Google Business Profiles, or GBP (formerly Google My Business), with Local Service Ads (LSA) accounts. Starting November 21st, 2024, all Local Service Ads Accounts will require an affiliated, public GBP in order to continue running advertisements on LSA.

Remind me - what is a Google Business Profile?

Google Business Profile is a free tool offered by Google that allows businesses to manage their online presence on Google Search and Maps.

Your Google Business Profile lists basic information such as:

• Business information: hours, phone number, website and address
• Photos: Images of your business, products or services
• Google Reviews: Customers can leave reviews and your business can respond

In order to show up on Google Maps or in Google Search results, your profile must be verified by Google.

What is Local Service Ads?

Google LSAs, or Local Services Ads, are ad formats built to help local service providers connect with nearby customers. These ads, positioned at the very top of Google search results, are specifically for local service businesses like plumbers, electricians, locksmiths, and other home-related services. They’re distinct from traditional Google Ads because they are directly aimed at consumers seeking specific services in their local area.

Key Features of Local Services Ads

1. Google Guarantee Badge: LSAs show a "Google Guarantee" badge, which builds trust by confirming the business has passed background checks, verified licenses, and insurance. This badge can increase consumer confidence, as it reassures potential customers of the business's quality and legitimacy.
2. Pay Per Lead: Unlike pay-per-click ads, LSAs work on a pay-per-lead model, so businesses only pay when a customer contacts them through the ad. This model is beneficial for local service providers who want to ensure their budget goes toward qualified leads.
3. Customer Reviews: Reviews play a significant role in LSAs, as they’re prominently displayed, giving potential customers insight into past experiences with the business, which helps drive engagement.
4. Visibility: LSAs are highly visible, as they appear at the very top of search results, increasing the chances that a customer will contact a business directly from Google before even reaching other search results.

LSAs are particularly effective for local service providers aiming to attract local leads without navigating complex ad targeting setups. They allow businesses to choose specific service areas, set budgets, and specify the types of leads they want, helping to optimize their local ad spending.

So what is happening?

Google wants to make it easier for you to manage LSAs through your GBP and so they are consolidating the two platforms.

✅ Step 1: Review Consolidation

In July 2024, they made the first step by disabling the ability to ask customer for reviews through LSA. Before then, each LSA account had a unique link to ask customers to leave business reviews. This is a function that is now only available through GBP. Any review received on a Google Business Profile will now sync to the business’ associated LSA account.

⭐ Step 2: LSA + GBP Affiliation

Starting November 21, 2024, service businesses in the US/Canada are required to have a public Google Business Profile to use Local Service Ads.

If you are currently advertising on Local Service Ads without a public, verified GBP, your ads will be paused on November 21, 2024.

Why this matters:

LSAs can be a rich lead generator for a service business, depending on service area, local competition and other factors. Businesses with an LSA account that is not affiliated with a Google Business Profile by the deadline may face a significant decline in leads and revenue without this advertising channel. Google claims that it can take up to a few weeks for them to verify a GBP.

What to do:

Follow the guide, created by Google to help businesses using LSAs ensure that they won’t face any interruption with the platform updates. This guide outlines the steps you can take to claim your business profiles and ensure a smooth affiliation between LSA and GBP.

Even if your business does not use Local Service Ads as an advertising channel, now is a great time to make sure that you’ve claimed your Google Business Profile and Google has been able to verify your business details. This can serve as a great channel for free, organic discovery of your business as you can manage details, images, location, service area and more. Plus, if you decide to use LSAs in the future, you’ve already done a lot of the leg work.

• To note: Do not create a new Google Business Profile if you already have one. If Google finds multiple GBPs for your business, they may suspend your account.

FieldPulse’s review integration

FieldPulse’s review integration connects directly with Google, making it easy to request reviews from satisfied customers after every job. By building a steady stream of positive reviews, you can enhance your online reputation and increase your visibility on Google’s local search results—helping attract more clients who trust in quality service.

FieldPulse’s advanced reporting and tracking

FieldPulse’s advanced reporting, coupled with API integration options, makes tracking your Local Services Ads (LSA) performance easier than ever. By leveraging UTM parameters and connecting with platforms like HubSpot, Zapier, and NextDoor, you can gain valuable insights into which lead sources are driving revenue. Custom fields within FieldPulse allow for automated UTM tracking, helping you streamline reporting and focus your budget on the sources that deliver the best results.

To learn more about how to set up a Google Business Profile for Service Businesses , visit Google’s help center here .