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What's Changing with Google Ads (And Why You Need to Act Quickly)

Published by Small Town Startup on

Advertising with Google? Listen up- they're making some BIG changes to their platform that could impact countless small businesses across multiple continents. Starting November 21, businesses must have a verified Google Business Profile to continue running ads, which typically appear at the top of Google search results. This new requirement will affect businesses throughout Europe, the Middle East, and Africa, as well as select businesses in North America (Google hasn't clarified what they mean by 'select businesses', but to be safe, assume your business falls into this category).

The updated policy represents Google's latest effort to combat fraud, though it may also create challenges for legitimate businesses that aren't prepared for the transition. So what do you need to do?

If your Google Business profile is not verified, move quickly- it can take up to a week  to verify your business. 

While the verification process itself isn't particularly complex, business owners should plan ahead to avoid any disruption to their advertising campaigns. The procedure begins with adding or claiming a business address on Google, followed by verification through various methods including phone, text, email, or video. The specific requirements vary depending on the business category and location, with some businesses needing to provide additional documentation such as insurance information, business registration, and license checks.

Here's how to do it:

1. Sign in with your business' Google account info

2. Make sure your profile name is also your legal business name and the listed address matches the address you're advertising (it's very important that the addresses match!)

3. Verify your business by selecting a method of verification. The verification methods are automatically determined and can’t be changed, and may be by mail, phone, email, live video call, text, or video recording. Each method comes with specific instructions on how to verify (i.e., a unique verification code mailed to you). Follow these instructions.

Once your profile is verified, you'll receive a notification to confirm. If your business cannot be verified by your chosen method, you'll be notified with an alternate method to try. (Check out more info directly from Google here.) 

Remember- you have until November 21st to verify in order to continue running Google ads. So don't wait- get started now!