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July 17.2025
3 Minutes Read

Understanding Google's Shift of Local Service Ads Reviews to Business Profiles

Google Local Service Ads Reviews Management concept with colorful stars.

A New Era for Local Service Ads: A Centralized Approach

Starting July 11, 2025, Google made a significant update regarding its Local Service Ads platform by shifting the management of customer reviews from individual accounts to Google Business Profiles. This consolidation marks a considerable shift in how small business owners and local advertisers will manage their online reputations

The transition means that all businesses using Local Service Ads must now leverage their Google Business Profiles for any review-related activities, simplifying the review management process. Previously, businesses had to navigate separate infrastructures for local service ads and Google business management, leading to confusion and fragmented customer interactions.

Understanding the Changes: What You Need to Know

The decision stems from Google's aim to unify its review management with Google Maps Review Policies, providing a more streamlined and consistent experience for both businesses and customers. The transition affects all advertisers in the Local Service Ads sector, meaning it’s crucial for them to familiarize themselves with the new processes.

Anthony Higman, a reported local service advertiser, shared how Google communicated these changes clearly through an email, stating that after the transition date, all reviews would be managed exclusively through Google Business Profiles. This doesn’t just affect new reviews—existing reviews are also subject to verification against Google’s policies, potentially impacting their visibility if they fail to comply.

The Benefits of a Streamlined Review Management System

This transition isn't just a change for the sake of change—it’s designed to enhance the user experience. By centralizing review management, Google aims to create a more straightforward approach that can lead to improved customer interactions and better reputation management. Local business owners can now access all their review data from a single platform, ultimately saving time and effort.

Moreover, by aligning reviews with Google Maps policies, businesses can ensure they remain compliant and avoid potential pitfalls that could arise from mishandling reviews. Review authenticity will be better maintained, increasing the overall integrity of user feedback.

Concerns Amid the Shift: Potential Challenges for Businesses

While the transition carries numerous advantages, some businesses may face challenges. For instance, companies with a higher volume of reviews may find the verification process cumbersome, especially if they have a history of reviews that could be flagged. As Google tightens its review policies, businesses need to be proactive in ensuring their profiles comply with the new regulations to avoid losing valuable customer feedback.

Small business owners who depend heavily on their reputation may feel apprehensive about this sudden shift. The fear of losing visibility or customer feedback can be daunting. It is essential for businesses to remain vigilant and monitor their reviews closely as the transition takes effect.

Future Trends: What’s Next for Local Service Ads?

As Google continues to refine its products, it is likely that Local Service Ads will evolve further to enhance the overall user experience. Businesses should keep an eye on upcoming features that Google may introduce, which could offer new ways to manage customer interactions more effectively.

This transition could also signal a broader trend toward centralized management of digital marketing tools in the industry. It’s essential for marketers to adapt to these changes early on, taking advantage of the new tools available through Google Business Profiles for their marketing strategies.

Get Ahead with Your Brand Voice Interview Today!

For local businesses navigating these changes, there’s never been a better time to highlight your unique brand voice. Engaging a professional can help ensure that your messaging resonates with your audience and stays ahead of competitors. Don't wait for the next big change—get your brand voice interview today and start shaping your narrative for the future!

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08.06.2025

Unlocking B2B Revenue Growth: Aligning PR with Your GTM Strategy

Update Unlocking Revenue Growth: The Role of PR in Go-To-Market Strategies In today's competitive market, aligning public relations (PR) with go-to-market (GTM) strategies has emerged as a vital component for driving faster revenue growth, particularly for B2B companies. According to the 2025 State of B2B Public Relations Report by Convey Communications and Demand Metric, high-growth companies are a staggering three times more likely to integrate PR into their GTM efforts. This alignment is no longer considered optional; it has become essential in proving the value of PR beyond traditional media impressions. The Changing Landscape of Public Relations Kristin Hege, CEO of Convey Communications, highlights that today’s media landscape requires PR to adapt and demonstrate tangible business impact. In her words, “If PR wants a future inside the modern GTM machine, it has to prove it belongs there.” This requires forming solid relationships and aligning closely with marketing and sales teams to ensure that PR efforts resonate with the broader business goals. As a result, 90% of B2B marketers now classify PR as ‘important’ or ‘critical’ to their GTM strategy. Effective PR Tactics That Drive Success According to the report, some of the most effective PR tactics that support revenue growth include: Brand and Reputation Management (61%): Effective reputation management strengthens public perception and builds trust. Media Relations (44%): Developing relationships with the media can lead to increased coverage and visibility. Thought Leadership (41%): Establishing authority in a niche helps position a brand favorably among competitors. The report shows that growth leaders are significantly more likely to report that their PR teams work collaboratively with marketing and sales than those trailing in growth, highlighting the importance of teamwork. What Effective PR Looks Like Today As John Follette, co-founder of Demand Metric, points out, partnering with a PR firm that understands the intricacies of the B2B tech space is crucial. More than 80% of tech marketers express the need for a PR partner who not only understands their industry but can also adapt strategies to meet specific needs. It’s about making sure that PR acts as a lever for business success rather than just noise in the marketplace. Looking Forward: The Future of PR in B2B As we anticipate future trends, it’s clear that the role of PR will only grow in significance. Companies that proactively embed PR into their GTM strategies can expect enhanced market positioning, smarter brand implementations, and, ultimately, more measurable revenue growth. This indicates a shift where PR professionals must stay ahead of the curve, continuously adapting to new tactics that demonstrate value. Getting Personal: Why This Matters to You If you’re a marketer or business owner, understanding the importance of aligning PR with your GTM strategy could be the key to your future success. Just as communities flourish when their members engage actively, businesses can only thrive when every arm of the organization moves in unison towards shared goals. Embracing strategic PR means investing in a tool that not only amplifies your voice but also builds a bridge to your audience. Take Action: Transform Your Strategy Today As the insights reveal, the impact of PR is profound and, perhaps, underleveraged in many companies. Considering the current landscape, you can no longer afford to let PR exist in a silo. Start today by integrating PR into your marketing and sales strategies to drive growth and enhance your brand's reputation. Get your brand voice interview and discover how to start transforming your strategy!

08.05.2025

Nigeria Customs Service Launches Guide to Elevate Service Reputation

Update Nigeria Customs Service Takes a Bold Step with New Reputation Management Guide The Nigeria Customs Service (NCS) has embarked on a pioneering initiative with the recent launch of its Service Reputation Management Guide. Unveiled by the NCS’s Comptroller-General, Adewale Adeniyi, this comprehensive handbook is designed not just to redefine the internal workings of customs officers but also to elevate the agency’s role within Nigeria's trade ecosystem. Understanding the Handbook's Purpose At its core, the handbook aims to arm customs personnel with a clear understanding of their roles and responsibilities. “This guide is not just a document; it’s a vital tool for our officers to navigate their duties more effectively,” said Adeniyi during the launch in Abuja. The C-G emphasized that this initiative marks the beginning of a transformational era for the NCS, encouraging officers to conduct themselves with professionalism and uphold the highest ethical standards. Significant Revenue Growth Highlighted The NCS has surpassed its revenue generation targets in the last two years, showcasing a remarkable 70% increase in 2023, followed by an impressive 92% rise in 2024. This accomplishment denotes not only increased efficiency but also a solid commitment to combatting illicit trade. With such significant gains, the NCS is proving to be a vital player in Nigeria's trade landscape. Repositioning for Trust and Respect Adeniyi pointed out that enhancing the reputation of customs officers is crucial for the agency to be viewed as a trusted and responsive government entity. “We must ensure that our personnel are seen through the lens of integrity, efficiency, and inclusivity,” he stated. The new handbook emphasizes these values as the foundation for rebuilding public trust in the agency. Leading by Example: Women's Empowerment Initiatives The World Customs Organization (WCO) has set forth expectations for customs agencies to prioritize transparency and inclusivity. In alignment with these standards, the NCS has focused on empowering women within the agency, striving to position them in leadership roles. This push not only fosters gender equality but also promotes a diverse approach to customs operations that can lead to more innovative solutions. Community Engagement and Corporate Social Responsibility The NCS has taken significant steps towards enhancing its presence and responsibility within the community. From investments in education, healthcare, and access to clean water to supporting Nigeria's creative economy, the agency is actively participating in President Bola Tinubu’s social investment agenda. This proactive approach not only uplifts communities but also reiterates the vital role of the NCS in Nigeria’s broader socio-economic landscape. Strengthening Ethical Standards through Training As part of the initiative introduced alongside the reputation guide, Adeniyi indicated that training programs will be established to instill the values of transparency and integrity among officers. This is in line with the global push for customs services to not only increase efficiency but to do so ethically, which will positively impact the trade environment in Nigeria. Celebrating a Proud Moment in Customs History The launch of the Service Reputation Management Guide is a monumental event for the NCS. It represents a commitment to rewriting the history of customs operations in Nigeria. Adeniyi thanked President Tinubu for the extension of his tenure, viewing it as motivation to push forward even more ambitious reforms and initiatives. A Call to Action: Embrace the Change A united effort to rebuild the image of the NCS is imperative for the agency to thrive and regain the public trust. This reputation management initiative requires support from every customs officer, highlighting the importance of each individual’s contribution to the overall mission. For businesses looking to engage with the Nigeria Customs Service, understanding the nuances and expectations outlined in this new guide is crucial. By aligning their practices with these standards, business owners can foster closer relationships with customs officers and streamline their operations amidst shifting regulations. As Nigeria continues to forge ahead in strengthening its trade practices, all stakeholders must remain vigilant and proactive. Let’s support this transformation by advocating for accountable governance and participating in meaningful dialogue with the NCS. Get Your Brand Voice Interview and stay ahead of the curve.

08.04.2025

How to Overcome Tech Debt and Build Brand Trust with Travis Schreiber

Update Why Tech Debt Is a Reputation Risk for Modern Businesses Your technology is not just a backend system that drives productivity; it's intricately linked to your customers’ perception of your brand. For many organizations, the significance of maintaining up-to-date and efficient tech stacks cannot be overstated. When systems fail, it is not just metrics that are affected but also a company's reputation, illustrated starkly by the insights of Travis Schreiber, Director of Operations at Erase. Unpacking the Connection Between Technology and Customer Experience Customers prioritize their experiences, often equating them with product quality. A 2024 Salesforce study highlighted that an overwhelming 88% of customers place equal importance on their experience as they do on the product itself. This means that even minor technological glitches—like a laggy checkout process or delays in confirmation emails—can be enough to send them running to competitors. One telling example comes from Schreiber’s experience with a medium-sized car insurance provider, which suffered reputational damage after issues with their legacy billing system arose. Initially, everything seemed fine until invoices started to go out late, leading to a surge in support tickets and public complaints. The tech issue escalated into a significant reputational fallout, something many businesses fail to recognize until it’s too late. Understanding Security Risks in Outdated Systems The vulnerabilities of outdated technology extend far beyond inconvenience; they pose serious risks to data security. As Schreiber explains, many legacy systems lack the capability to accommodate new security patches, making them ripe targets for breaches. A startling incident occurred with a healthcare client whose internal messaging system inadvertently exposed private chat logs on Google. The aftermath was not just a technical fix; it was a significant reputational loss as customers no longer felt safe trusting their data with the organization. The Weight of Negative Reviews on Brand Trust Customers do not care about the technicalities behind a broken system; they care about their experience and perception. Schreiber points out that negative reviews rarely highlight the complexities of the backend. Instead, they might read, “I couldn’t log in” or “They took too long to respond.” This transformation from a technical problem to a trust issue happens swiftly. The casual observer may come across complaints and screenshots that could deter them from ever choosing that service. Thus, as touchpoints accumulate, the impact on brand reputation compounds, leading to potential loss of sales and opportunities. Proactive Measures for Managing Tech Debt The silver lining to this situation is that tech debt is manageable; it requires a mindset shift within organizations. Rather than treating tech debt solely as an IT concern, companies should recognize it as part of their brand strategy. By addressing these issues early, businesses can better protect their reputation and foster trust. Strategies to mitigate tech debt include investing in updated systems, streamlining workflows, and actively seeking feedback from customers regarding their experiences. Furthermore, organizations should adopt practices that prioritize the seamless integration of technology with brand management. The Importance of Voicing Your Brand’s Story Incorporating brand voice interviews with a focus on authentic storytelling can also be a means of rejuvenating customer relationships. When consumers see the human aspect of a brand and understand the measures taken to improve their experience, it fosters loyalty and enhances trust. In conclusion, understanding and addressing tech debt matters more than ever in a competitive landscape. As Travis Schreiber advises, businesses must not wait until poor reviews escalate. Instead, focus on creating an accessible, efficient tech environment that reflects their brand values and supports a seamless customer experience. To further explore how your brand can voice its narrative effectively, let’s discuss ways to enhance your reputation.

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