Google is rolling out a new feature for Local Services Ads (LSA) that automatically selects profile photos to display in ads.
Why we care. This update aims to increase ad engagement and potentially improve ad rankings for local service providers.
How it works:
- Google will select photos from advertisers’ LSA profiles based on their likelihood of driving engagement.
- Photos will not appear in all listings, depending on user queries and other factors.
Key details:
- The feature launches today for all local service advertisers.
- Adding photos to LSA profiles can help improve ad rankings.
Google’s recommendations:
- Upload 3-5 high quality images to your LSA profile.
- Make sure the photos are relevant to your work, original and not copied or stolen.
What to watch. How this change affects ad performance and ranking for local service providers, especially those who have not previously focused on visual content in their profiles.
Seen for the first time. We were first alerted to this update by Google Ads Liaison, Ginny Marvin’s X:
The main thing. Local service advertisers should review and update their profile photos to take full advantage of this new feature and potentially improve the performance of their ads.
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About the author
Anu Adegbola was Paid Media Editor of Search Engine Land since 2024. It covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
lead digital marketing campaigns (primarily, but not exclusively, paid search) by strategizing, maximizing ROI, automating repetitive processes, and improving the efficiency of every part of marketing departments through leadership inspiring on the agency side as well as on the client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event – PPC Live and the host of weekly PPCChat Roundup podcast.
She is also an international speaker with some of the stages she has presented on SMX (USA), SMX (Munich), Friends of Search (Amsterdam), BrightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon. , PPC Chat Live, AdWorld Experience (Bologna) and more.