The article discusses Google’s latest update to the verification process for Local Services Ads, particularly focusing on the legal services sector. Google has announced that starting from the end of 2024, professionals, such as lawyers, will need to undergo an identity check in addition to the license check to confirm their affiliation with the business. The business owner or senior partner must also pass an identity check to maintain continuity in the ads. This update is aimed at protecting consumers from impersonators posing as licensed professionals.
The verification process will be implemented gradually, starting in smaller states and moving on to larger states throughout the year. Advertisers will receive an email from Google with instructions on how to complete the verification process. If business owners or professionals fail to pass the identity check within six days, their ads will cease to appear in search results, ensuring only verified professionals are featured in the ads.
The article also mentions that Google has started sending out verification update emails after reports of “big changes” coming to LSAs. This includes a new verification process where advertisers must verify within 60 days to avoid being kicked out of the program. This additional verification process aims to address spam issues within LSAs, providing a more secure and trustworthy platform for both consumers and advertisers.
Google’s spokesperson emphasized that the efforts are intended to protect legal professionals from impersonators and ensure consumers are not misled by bad actors. This update is just the beginning of several steps Google plans to take this year to enhance consumer and advertiser protection in Local Services Ads.
Overall, the article highlights the importance of the upgraded verification process in safeguarding businesses from impersonator scams and maintaining trust and credibility within the Local Services Ads program. Advertisers should stay informed about these changes and complete the verification process to ensure their ads continue to reach the targeted audience effectively.
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