Google is investigating related reports that some companies are sabotaging competitors’ Google Business Pages (GBP) by creating fake Local Service Ads (LSAs) linked to their profiles.
Google Ads liaison Ginny Marvin recognized the tactic on X (formerly Twitter) after Ben Fisher alerted her to a Google support forum thread detailing the destructive scheme.
“This is a brutal new tactic that competitors are doing in LSA,” Fisher explained to your message to Marvin. “A competitor makes a new LSA for a competitor, and since the link to GBP is automatic, the system will essentially eliminate the existence of the competitor.”
Online advertising foul play
A Google Support Forum Thread explains how a company’s long-standing LSA account suddenly stopped generating leads and referrals after a decade of operation.
When the owner contacted Google’s support team, he was informed that a second, unknown LSA account had been created and linked to the company’s Google Business page, effectively hiding the legitimate ads from public view.
However, the owner maintained that he had only created one LSA account and had no knowledge of the mysterious second account.
Google advised to completely delete your original account and reviews and start over with a brand new business page.
This suggestion was understandably met with dismay by the company’s owner, who questioned the justice of the situation.
“Why would an unknown entity force us to leave our own Google listing?” wrote the frustrated owner. “There needs to be a way we can re-verify our account and remove any LSA we don’t approve of.”
Google’s response to the emerging threat
Recognizing the gravity of the situation, Marvin answered to Fisher’s alert, saying, “Thanks for flagging, sharing with the team.”
This acknowledgment indicates that Google is now aware of the exploit and suggests that steps may be taken to address this LSA system breach.
Implications for the search marketing community
This tactic of spoofing competitor ads to sink Google Business pages is an alarming new potential threat.
Google automatically linking LSAs provides an opening for abuse, and time will tell if the company can find a solution.
While the search marketing community waits for Google to address the issue, this incident is a telling reminder of the extremes some will go to to hinder competition.
In the meantime, businesses are encouraged to carefully monitor their Google Business Profiles and promptly report any anomalies.
Featured image: Vladimka production/Shutterstock
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