Google has announced a significant update for businesses using Local Service Ads (LSAs) – all new customer reviews must now be collected through your Google Business Profile (GBP) link. The previous LSA review link is no longer valid, requiring businesses to update their review collection process accordingly.
Key Changes & Their Impact
1. Review Management Shift
New customer reviews will be managed through GBP instead of your LSA account.
Starting in early 2025, existing LSA reviews will also transition to GBP.
Reviews will be visible on both LSAs and your GBP.
2. Importance of This Change
Integrating LSA with GBP enhances security and simplifies business management.
To continue running LSAs, businesses must now have an affiliated, public GBP.
3. Security Enhancements
Google ensures LSAs are linked to verified businesses, preventing unauthorized management.
Periodic re-verification may be required to maintain compliance.
Phase 2: Action Steps for Businesses
Immediate Actions
1. Verify & Optimize Your Google Business Profile
Claim and verify your GBP.
Complete all profile details: business description, services, hours, photos, etc.
Ensure consistent Name, Address, and Phone number (NAP) across all online listings.
Upload high-quality images and videos showcasing your work.
Use relevant keywords in your business description.
Confirm your GBP review link is correctly set in your LSA dashboard.
2. Update Your Review Request Process
Stop using the old LSA review link.
Obtain your new GBP review link:
Log into GBP.
Click “Ask for reviews.”
Copy the provided short URL.
Integrate the link into your website, email signatures, and digital touchpoints.
Update CRM or invoicing software to use the new GBP review link.
3. Train Your Team
Educate staff on the importance of the GBP review process.
Provide scripts or talking points for requesting reviews.
Emphasize that GBP reviews impact both GBP and LSA visibility.
Phase 2: Establishing a Review Strategy (1-3 Months)
Encouraging Customer Reviews
Timing: Request reviews immediately after service completion.
Multiple Outreach Methods:
In-person requests after service completion
Personalized email requests including the GBP review link
SMS messages with a direct link to leave a review
Review the link embedded in invoices and receipts
Simplify the Process: Make it as effortless as possible for customers to leave reviews.
Monitoring & Responding to Reviews
Enable notifications to track new reviews.
Respond professionally to all feedback:
Thank customers for positive reviews.
Address concerns in negative reviews constructively and offer solutions.
Actively engage with reviews to encourage more customer participation.
Ethical Review Incentives
No direct incentives (discounts or gifts) as per Google’s guidelines.
Instead, focus on excellent service and indirect incentives:
Sending a thank-you email with helpful tips.
Running engagement-based contests, such as a monthly giveaway.
Leveraging Positive Reviews
Share top reviews on social media.
Feature positive feedback in marketing materials.
Utilize GBP’s “Updates” feature to highlight customer testimonials.
Phase 3: Ongoing Optimization & Review Analysis
Data-Driven Improvement
Track review trends to monitor business reputation over time.
Analyze negative reviews to pinpoint areas for service improvement.
Measure conversion rates to assess how reviews impact LSA performance.
Maintaining an Optimized GBP
Keep business details, services, and images updated.
Explore and utilize new GBP features.
Post regularly about offers, events, and updates.
Customer Feedback Integration
Conduct customer surveys to gather insights.
Create a feedback-friendly environment to improve services continuously.
Final Thoughts
This transition strengthens Google’s review system, making it more secure and integrated. Businesses should act promptly to verify their GBP details, update review request procedures, and develop a consistent review strategy to maximize their LSA performance.
