New Google Local Services Ads Terms Go into Effect on June 5th: What You Need to Know
By Dane Manning, Senior Vice President of Media
April 30, 2025
Google recently announced an important update to its Local Services Ads (LSA) Terms, which will take effect on June 5, 2025. Advertisers, or agencies managing accounts on their behalf, will need to accept the new terms to keep their Local Services Ads running.
As always, Socius is here to help you make sense of the changes, understand their impact on your business, and share our perspective.
What’s Changing with Local Services Ads
1. Broader Use of Business Content
Google will now have expanded rights to modify, display, and reuse content from your local service ads profile, such as: your business name, photos, hours, service areas, and website across other Google products and services.
What this means:
Your information may be shown in additional places outside of LSAs, potentially increasing visibility. However, you’ll have less direct control over how and where that information appears.
2. Use of Content from Calls and Messages
Google will be allowed to extract useful content, like service descriptions, pricing information, and promotions, from phone calls and messages routed through the LSA platform.
What this means:
Information shared during customer interactions could help Google enrich your business profile and listings. A key consideration here is that this will give Google better ability to understand industry pricing across verticals like home services. While there’s no direct indication that Google plans to use or publish this data to influence ad rankings or bidding strategies, theoretically, it could.
3. Linking Across Google Services
Your Local Services Ads account may be more deeply linked with other Google services, such as your Google Business Profile. This could allow information like reviews, photos, and service details to sync automatically.
What this means:
Maintaining accurate and updated business information across your Google accounts is more important than ever for maintaining trust and visibility.
4. Expanded Responsibility for Agencies and Advertisers
The updated terms clarify that when an agency (like Socius) accepts terms on a client’s behalf, both the agency and the advertiser are responsible under the agreement.
What this means:
At Socius, we take this shared responsibility seriously and will continue to manage your campaigns with the highest standards of care and transparency.
What Happens If You Don’t Accept the New Local Service Ads Terms?
If the new terms are not accepted by June 5, 2025, your Local Services Ads will stop running and you will no longer appear in the LSA results. We have asked our clients to inform us by May 16, 2025 of any decision to opt out so that we can take appropriate action on their behalf.
Our POV: Navigating Google’s LSA Terms Changes
While Google’s expanded use of business data raises fair questions about transparency and privacy, it also opens new opportunities to connect with customers through a channel that has typically been a top performer. Local Services Ads continue to be a major advantage for home service providers, and we’re excited about the added reach these updates could deliver.
At the same time, customers expect their information to be treated with care. It’s crucial to maintain high standards in every interaction because what you say and how you say it could help shape how your business is represented online.
At Socius, we’ll continue to monitor these developments closely and advocate for strategies that protect your brand, respect your customers, and maximize your marketing success. Need help navigating the latest LSA changes? Contact us. Our team is ready to help you navigate these updates with confidence.
Want to learn how you can significantly improve the way you evaluate campaigns, optimize spend, and drive true ROI?
Join us for our upcoming free webinar:
It’s Party Time: Invite Success into Your Business Through First-Party Data
📅 June 4, 2025 at 1pm EDT | 10am PDT
You’ll learn why it’s no longer enough to rely solely on platform reporting or get distracted by low CPLs (costs per lead). We’ll show you multiple examples of how viewing performance through the lens of first-party data can result in a stronger return on investment.
