XMS – Xperience Marketing Solutions – Search Engine Marketing — April 22, 2025
Google has announced a series of updates to its Local Services Ads (LSA) program, specifically within the Google Guaranteed framework. These changes, outlined in the revised Local Service Ads Additional Terms, are set to impact all businesses currently participating in the program — including those managed through Google Partners Agencies and approved marketing agencies like XMS – Xperience Marketing Solutions.
As Google’s Local Services platform evolves to better support business visibility and consumer engagement, it is also refining how it handles content, data, and account linking. Here’s what you need to know:
What’s Changing?
Google’s updated LSA terms bring several significant changes, all aimed at enhancing the user experience across Google’s products — but these also come with new implications for privacy, content use, and agency relationships.
1. Use of Profile Content Across Google Services
Google now reserves the right to modify, display, and use any content you provide in your Local Services profile — including:
- Business photos
- Entity name
- Location
- Phone number
- Category
- Business hours
- Website URL
This content may now appear not only in your LSA but across other Google products and services.
2. Expanded use and changes related to Rich Content
Google is also broadening how it can use rich content associated with your business, such as:
- Provider bios
- Service descriptions
- Special offers
- Pricing and discounts
What’s new is that Google may now source this content directly from:
- Phone calls and message conversations between your business and LSA leads (when routed through Google)
- Web links (URLs) you’ve included or shared in your LSA account
This means conversations with customers may now contribute to publicly visible content, further personalizing your presence — but also increasing the importance of consistent and professional communication.
3. Cross-Platform Account Linking
Another key update allows Google to link your LSA account to other Google services or profiles, potentially creating a more unified advertising and business identity across the platform. This could enhance reach but also requires careful management to maintain brand consistency.
4. Clarified Agency Responsibility
If you are working with an agency — like XMS — Google’s new terms now explicitly state that both the agency and the advertiser are bound by these agreements. This underscores the importance of strong collaboration and transparency between clients and agencies when managing ad accounts.
What Should You Do Now?
As your digital marketing partner, XMS is actively reviewing these updates and will be in touch to ensure your accounts remain compliant and optimized. In the meantime, we recommend:
- Reviewing your Local Services profile for outdated or sensitive information.
- Ensuring business conversations via LSA are professional and accurate.
- Coordinating with your XMS account manager for any updates you want to make to your LSA presence.
Out Take
These updates reflect Google’s continued investment in creating a seamless and informative user experience. While they offer expanded visibility and integration opportunities, they also highlight the need for vigilant content management and strategic communication.
At XMS, we’re here to guide you through these changes — ensuring your business not only complies but thrives in the new LSA landscape.
If you have Questions and need help managing your Google ads accounts?
We invite you to visit our website for additional information.
Reach out to our SEM/SEO team for a free consultation. (772) 905-3005
