Google makes review links, booking changes

Google is shaking up Local Services Ads (LSAs), merging review links and bookings with Business Profiles.   

Why it matters: The moves are intended to make things simpler for contractors. 

On review links: The change, technically effective July 8, was caught by agency owner Ben Fisher, who last week shared a screenshot of Google’s notice.

• “Your old customer reviews link will expire by 2024-07-08 as we migrate review collection to Google Business profile,” it says.

• “To collect reviews going forward please use your Google Business profile link which you[’ll] find in the verification page,” it adds.

• Google has not explicitly stated what’ll happen with existing LSA reviews. 

On bookings: In a recent email, Google told some businesses that LSA and Business Profile bookings will be unified to create a more “seamless experience.”

• “All bookings, whether from GBP or LSA, will now be handled through the same booking partner that is linked in the GBP profile,” it explains.

• “Clients who were previously only using GBP booking can now automatically tap into LSA bookings, allowing them to reach more customers,” it adds.

• Google notes that contractors using ServiceTitan or Jobber will see LSA bookings enabled in two weeks, with an option to opt out, while other partners will migrate “over the coming months.”

• Read the full email

Of note: No changes are necessary for those already using LSA bookings. 

• “The legacy booking feature with time slots will be replaced by the seamless booking experience you see on GBP,” it says.

The bottom line: While the changes are a done deal, it’s reasonable to wonder if this foreshadows further consolidation of LSAs and Google Business Profiles.