Unpacking Recent Changes to GLSA: What You Need to Know

Google Local Services Ads (GLSA) recently have undergone significant updates, and staying ahead of these changes is essential for businesses looking to maximize their marketing efforts. These updates affect various verticals and introduce new requirements that could impact how businesses advertise and connect with customers. Here’s a breakdown of the recent changes and what they mean for you.

Home Remodeling Expansion

For contractors specializing in home remodeling, a major change is coming in Q1. Google is separating Kitchen Remodeling and Bathroom Remodeling services into dedicated verticals, migrating them from the broader General Contractor and Plumber categories.

Key Implications:

• To advertise these services, businesses must add the new verticals to their GLSA account.
• Some businesses may need to complete additional verification requirements.

Businesses that adapt quickly by updating their verticals and meeting new verification requirements will be better positioned to attract leads in these high-demand areas.

Verified Google Business Profile Required

Starting January 2025, a verified Google Business Profile (GBP) will be mandatory for participation in GLSA. Google’s goal is to enhance ad security and ensure only authorized individuals can manage campaigns, calls, and messages.

Timeline:

• Some businesses will see this requirement as early as November 21, 2024.
• Google has already started communicating these changes via email.

Businesses should verify their GBPs as soon as possible to avoid disruptions and stay compliant with this requirement.

Request a Quote Experiment

Google is experimenting with a new feature that allows consumers to request quotes directly through GLSA ads. This feature collects more detailed information from users, such as project timelines or photos, enabling businesses to engage with more qualified leads.

What to Expect:

• The “Request a Quote” call-to-action is currently in beta.
• Businesses participating in this experiment can provide a richer user experience and potentially close more deals.
• Google will announce further updates if the feature is rolled out more broadly.

For businesses, this experiment emphasizes the importance of staying responsive and maintaining top-notch customer service.

The Power of High-Quality Photos

Photos play a pivotal role in GLSA success, helping businesses stand out and build trust with potential customers.

Best Practices for Photos:

• Include 4-6 high-quality, in-focus photos.
• Showcase your team with pictures of employees in professional workwear, visibly engaging with customers or performing services.
• Highlight your best work with visually compelling images that inspire confidence.
• Avoid stock photos and adhere to Google’s photo guidelines.

These visual elements create a more authentic and relatable connection with your audience, ultimately driving more leads.

Take Action Today

The changes to GLSA present opportunities for businesses to optimize their ad performance and reach new customers. Here’s how to stay ahead:

1. Review the expanded verticals to see if your business qualifies for nationwide advertising.
2. Update your GLSA account to include the new Kitchen Remodeling and Bathroom Remodeling verticals if applicable.
3. Verify your Google Business Profile to comply with the new GLSA requirements.
4. Test the “Request a Quote” feature if available, and prepare to incorporate it into your strategy if it rolls out widely.
5. Elevate your photo strategy with high-quality, authentic images that showcase your team and work.
6. By staying proactive and aligning with Google’s updates, you can position your business for greater success in the evolving GLSA landscape.

For Mediagistic customers, rest assured that we’re already managing these GLSA updates on your behalf. From adding new verticals and verifying Google Business Profiles to optimizing ad strategies with high-quality photos, our team is handling it all to ensure your campaigns stay compliant and effective. If you’re not already a Mediagistic client and want to streamline these changes without the hassle, get in touch with us today. We specialize in helping businesses like yours maximize their marketing potential while staying ahead of the competition. Let us take care of the details so you can focus on running your business.

---

Mia Napoli is a Google Local Services Ads Specialist at Mediagistic. Connect with her on Linkedin.

Images via iStock