Google has made some big updates to Local Service Ads. Even though LSAs are transitioning to Google Ads, Google is clearly still investing in the LSA product. Google added something called pre-badge ads, massively expanded the verticals and the verified ads badge updated its exclusions.
I spotted the change to the Getting started with Local Services Ads help document, I posted about it on X and then emailed Google to learn more. I was a bit surprised to see so many changes on this document being that Google announced it is transitioning LSAs to Google Ads.
Google reassured me it is continuing to invest in LSAs, and the migration from LSAs to Google Ads goes through 2027. These changes allow advertisers to better target the exact services they offer to reach their key audiences. Google even told me it may continue to add more verticals in the coming months to provide advertisers with even more control. Plus, these changes will be migrated into the Google Ads platform when it transitions.
Pre-badge ads
Google added a section on these pre-badge ads that allow you to receive leads from Local Services Ads after you’ve passed the preliminary checks and while you’re completing the remaining required onboarding checks, Google explained.
It outlines that businesses need a license or business registration, reviews, and a completed billing setup to run pre-badge ads. Professional services require headshots in addition to the standard requirements. It explicitly notes that pre-badge ads are not available for garage door services, health care verticals, and locksmiths.
Massive Expansion of Eligible Verticals
The list of eligible business categories under the "Getting started" section was vastly expanded and made much more granular. This expansion, I am told, is a top request from LSA advertisers.
The old version only had generic categories like "Restaurant" and "Dessert and coffee." The new version features dozens of specific cuisine and dining types (e.g., Acai Shop, African Restaurant, Asian Fusion, Bubble Tea Shop, Buffet, Fast Food, Fine Dining, Halal, Korean, Meal Delivery, Poke Bar, Vegan, etc.). The previous generic "Auto repair" and "Auto body" categories were broken down into highly specific services (e.g., Auto Air Conditioning Service, Auto Glass Repair, Brake Shop, Car Battery Store, Oil Change Service, Transmission Shop). New categories were added such as Eyebrow Salon, Eyelash Salon, Facial Spa, Hair Braiding, Hair Extension Technician, Makeup Artist, and Tanning Salon. In the old document, several categories like Barber shop, Hair salon, and Nail salon were restricted to "California and Florida only." In the updated document, those regional limitations have been removed.
Updates to Google Verified Ads Badge Exclusions
The note detailing which business verticals are not eligible to display the Google Verified badge has been updated. In the old version, the badge was unavailable strictly for "businesses in dining verticals, including the Food and Beverage, Restaurants, and Dessert and Coffee categories." In the new version, the restriction was broadened. The badge is now currently unavailable for "verticals in the auto, beauty, and dining categories."
Here is a screenshot of the text differences between the old and new document:
Forum discussion at X.
