Anthony Higman found out that Google is updating the verification process for Local Services Ads in the U.S., starting with smaller states and expanding gradually throughout the year.
The change requires certain professionals, like lawyers, to undergo identity checks in addition to license checks to prevent impersonation.
Advertisers will receive notifications to complete the verification process, and failure to comply within six days will result in ads being removed from search results.
The aim is to protect consumers and advertisers from impersonation scams and improve overall safety within the Local Services Ads program.
This is the first of several steps Google plans to take in 2024 to enhance protection in Local Services Ads.
