Google has announced a significant update for businesses using Local Service Ads. 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 The previous LSA review link is no longer valid, requiring businesses to update their review collection process accordingly.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 and Their Impact
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.
Importance of This Change
Integrating LSA with GBP enhances security and simplifies business management. To continue running Local Service Ads, businesses must now have an affiliated, public GBP.
Security Enhancements
Google ensures LSAs are linked to verified businesses, preventing unauthorized management. Periodic re-verification may be required to maintain compliance.
Action Steps for Businesses
Verify and Optimize Your Google Business Profile: Claim and verify your GBP. Complete all profile details including business description, services, hours, and photos. Ensure consistent Name, Address, and Phone number across all online listings. Upload high-quality images and videos. Confirm your GBP review link is correctly set in your LSA dashboard.
Update Your Review Request Process: Stop using the old LSA review link. Log into GBP, click Ask for reviews, and copy the provided short URL. Integrate the link into your website, email signatures, and digital touchpoints. Update your CRM or invoicing software to use the new GBP review link.
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.
Establishing a Review Strategy
Request reviews immediately after service completion using multiple outreach methods including in-person requests, personalized email, SMS messages, and review links embedded in invoices and receipts. Enable notifications to track new reviews and respond professionally to all feedback. Share top reviews on social media and feature positive feedback in marketing materials. A strong review strategy is a core part of our digital marketing services.
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.
Need help managing your Google Business Profile or Local Service Ads strategy? Contact Ruby Shore Software at 318.625.0860.