Google Local Service Ads Add "Request Competitive Quotes" Button and Soon to Require Google Business Profiles

With the numerous benefits that a Google Business Profile provides, even for service area businesses without a fixed address, few businesses pay for ads without also managing a Google listing. However, for those holdouts, it will now be mandatory. Google issued a notice stating:

“By Thursday, 21 November 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.”

Alongside this new profile requirement, Google Local Service Ads have introduced a “Request Competitive Quotes” button. This seems only logical, as users would want a straightforward way to request a quote after outlining their needs and providing contact details. However, an issue arises as Google sends the request not only to the business whose ad the user clicked but also to multiple relevant businesses simultaneously. When users select the business from which they want a quote and proceed with the “Competitive Quotes” feature, Google distributes the request to other businesses as well.

While this feature is advantageous for users seeking the best deal, it reduces the potential return on investment for the ad buyer. The business is paying for a user interaction that may lead to the user choosing a direct competitor. Worse, it is 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.