Google ad transformation could affect millions of tiny businesses

recent YORK — Google is changing the way its Google Local Services ads work, which could affect millions of tiny businesses.

Google Local Services ads run locally and are a large way that tiny businesses trade 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 transformation 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 business didn’t immediately respond to a request for comment.

The transformation is an attempt to crack down on fraud. But legitimate tiny businesses could be hurt if they’re unaware of the transformation. If a tiny 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 challenging, but it does receive some period. Business owners must add or claim their business address on Google. Then owners will require to verify the address through phone, text, email, or video.

The procedure varies by business category and location and may include giving information about background, business registration, insurance, and license checks.

Google’s verifications can receive up to seven business days. Once a business is verified, its owner gets notified.