Google recently announced an update for Local Service Ads (LSAs) advertisers: Google Business Profile (GBP) accounts are now affiliated with LSAs. This change impacts how businesses collect and manage customer reviews.

What’s changing?

1. Review collection moves to Google Business Profile

   • New customer reviews must now be gathered through your Google Business Profile link.

   • The previous Local Service Ads review link is no longer functional.

2. Existing Reviews Transitioning in 2025

   • Beginning in early 2025, all existing customer reviews will also be managed from Google Business Profile.

   • Reviews will still appear on both Local Service Ads and Google Business Profile.

3. Increased Security & Account Affiliation

   • Google is ensuring that only authorized users can manage ads, calls, and messages.

   • Advertisers must now have an affiliated, public Google Business Profile to run LSAs.

   • Google may request additional verification for security purposes.

Why is this important?

This update simplifies business management and enhances security by linking Local Service Ads with Google Business Profiles. Having a connected GBP ensures that:

• Reviews are streamlined and verified through a trusted source.

• Your business identity is authenticated for advertising purposes.

• Customers have a consistent experience when interacting with your business online.

What should you do next?

• If you run Local Service Ads, ensure your Google Business Profile is active and publicly affiliated.

• Share your Google Business Profile review link with customers instead of the old LSA link.

• Stay updated, as all reviews will transition to GBP by early 2025.

This integration makes managing your Google presence easier and more secure while helping businesses maintain credibility through customer reviews.