With the numerous benefits that possessing a Google Business Profile offers, even for service area businesses without a set address, few businesses pay for ads without also managing a Google listing. For those holdouts however, it is now a requirement. Google posted a notice that reads:

“By Thursday, November 21, 2024, your Local Services ad will need a matching Google Business Profile to continue appearing in search results and to display your customer reviews. When you complete the profile affiliation, your new customer reviews will be managed from Google Business Profile, not your Local Services Ads account. Beginning in early 2025, your existing customer reviews will also be managed from your Google Business Profile. Reviews will surface on both your Local Services ads and your Google Business Profile.”

In addition to this new profile requirement, Google Local Service Ads have added a “Request Competitive Quotes” button. This seems only natural, as users would want a simple way to request a quote after explaining their needs and providing their contact information. However, the issue arises when Google sends the request not only to the business whose ad the user clicked but to multiple relevant businesses simultaneously. After users select the business from which they want a quote and proceed with the “Competitive Quotes” feature, Google sends the request to other businesses as well.

While this is a great feature for users seeking the best deal, it diminishes the potential value of the ad buyer’s investment. The business is paying for a user interaction that may result in the user choosing a direct competitor. Worse, it remains unclear if all businesses are charged for a “lead” in this scenario, raising concerns that Google may be double-dipping—charging both the business whose ad was clicked and the other businesses that received the shared contact form.