Google is testing more local service ads for each set of search results, with three ads per page instead of two.
Ginny Marvin, Google Ads Coordinator, confirms the test, saying the goal is to increase consumer confidence in LSAs:
To be sure, this is an experiment. We run a small test to see the value to consumers and service providers of having one additional service provider in the Local Services Ads module. The aim is to help consumers discover and book services from trusted providers with confidence.
– AdsLiaison (adsliaison) July 26, 2022
Google’s experiment runs counter to what was intended, as it draws more attention to the ongoing problem of LSA spam.
Google increases LSAs to three per page
Adding another ad unit would potentially be a positive change for businesses that advertise their services on Google.
However, it makes Google’s LSA spam more prevalent.
As noted in the responses to Marvin’s tweet, there are several issues plaguing NSAs at the moment. like:
- Fake business ads
- Business profile ads with fake reviews
- Deactivated business profile ads
Given that every one of these ad bundles carries a promise of being “Google-vetted,” there must be a quality assurance gap somewhere.
The problem of spam is massive and I will be covering that in great detail in the near future. I 🤯 LSA ads are shown to advertisers even after the linked/requested Sterling page has been suspended for spam.
The LSA must:
1- Suspension of ads when the pound sterling is suspended
2- Accept (and act on) spam reports– Lyn 🌴 (@lenraleigh) July 26, 2022
Marvin assures advertisers that Google takes these reports seriously:
“We are committed to ensuring that the LSA unit provides a reliable experience for users and service providers. We have taken your reports very seriously and continue to work on this.”
Hopefully, Google can catch the number of spam LSAs before they erode consumer confidence in the ad unit.
For legitimate businesses that use LSAs to promote their services, this test means a greater chance of your ad appearing on the first page of Google.
If you notice fraudulent ads appearing next to your ads, use the report option to let Google know.
Featured image: Andrey_Popov/Shutterstock
