Google's update to Local Services ads could impact millions of small businesses

These ads, which appear at the top of Google search results, are a key tool for local companies to promote their products and services, according to the report.

Starting November 21, only businesses with a verified Google Business Profile will be eligible to run these ads.

This update will affect businesses in Europe, the Middle East, and Africa, as well as certain businesses in the United States and Canada, according to a statement by Google, as reported by AP.

However, the California-based tech major did not immediately provide further comments.

The change is aimed at reducing fraud, but it may inadvertently affect legitimate businesses that are unaware of the new requirement, reports AP.

If a business's profile name and address don’t match the details on their ads, their advertising could be suspended.

While the verification process on Google isn’t complex, it does require some time.

Business owners need to add or claim their business address and then verify it through various means, such as phone, text, email, or video.

The specific steps depend on the business category and location and may involve submitting additional information like registration, insurance, or licenses.

The verification process can take up to seven business days, after which the business owner will be notified once approved, according to the report.