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Google Local Services ads run locally and are a big way that
small businesses market their goods and services. Ads appear on
the top of Google search results.
Starting Nov. 21, only businesses with a verified Google
Business Profile will be able to run the ads.
The change affects businesses in Europe, the Middle East and
Africa and “select” businesses in the U.S. and Canada, Google
said in an online post. The company didn’t immediately respond
to a request for comment.
The change is an effort to crack down on fraud. But legitimate
small businesses could be hurt if they're unaware of the change.
If a small business' Google Business Profile's name and address
doesn't match the information with the ad, advertising will be
paused.
Getting verified on Google isn't difficult, but it does take
some time. Business owners must add or claim their business
address on Google. Then owners will need to verify the address
through phone, text, email, or video.
The process varies by business category and location and may
include giving information about background, business
registration, insurance, and license checks.
Google's verifications can take up to seven business days. Once
a business is verified, its owner gets notified.
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