In a significant shift to streamline its review management system, Google has announced substantial changes to how reviews will be handled for Local Services Ads (LSA). This update represents one of the most notable changes to the LSA platform since its inception.
Key Changes Overview
The primary change involves the consolidation of review systems. Moving forward, all reviews will be processed through the Google Business Profile (GBP) link, marking a departure from the previous separate review system for LSA.
Implementation Timeline
The rollout is scheduled to take place across Q4 2024 and Q1 2025, with Google implementing the changes in phases across different regions and business categories. This gradual approach allows for a smoother transition and gives businesses time to adapt to the new system.
What Happens to Existing Reviews?
Current LSA reviews won’t be lost in the transition. According to Google’s plan, existing LSA reviews will be migrated to the Google Business Profile platform in 2025. However, it’s important to note that these transferred reviews will need to pass GBP’s moderation rules to be displayed.
What This Means for Businesses
For businesses using Local Services Ads, this consolidation offers several implications:
- Simplified review management through a single platform
- Consistent moderation standards across all Google reviews
- Potential need to adjust review collection strategies to align with GBP guidelines
Looking Ahead
Businesses should prepare for these changes by:
- Familiarizing themselves with GBP review guidelines
- Monitoring their existing LSA reviews during the transition
- Updating their review collection processes to reflect the new system
EMSC will continue to monitor these changes as they roll out and provide updates as more information becomes available.
