Google is testing branded local service ads (LSA). Brands are automatically enrolled in this new ad type by default. To disable it, companies can manually adjust the settings.
Branded LSAs explained. This new ad type allows brands to appear in search results when someone directly searches for a brand or business.
Why we care While this ad type can provide an opportunity to show your ad when someone is actively searching for a competitor, giving you access to their customer base, it’s essential to consider the possibility of paying for conversions which you could have obtained naturally anyway. This happens when people click on your ad, even when your organic listing is just below the search results, because clicking on the organic listing would not have cost you anything.
first view Branded LSAs were first coined by Anthony Higman, CEO of the online advertising agency acquirewho shared a screenshot X:
Peace of mind for advertisers. Expressing concern, Higman noted that brands currently do not have the option to opt out of branded LSAs. Joy Hawkins, owner of the Local Search Forum, LocalU and Sterling Sky, a local SEO agency in Canada and the US, shared this sentiment, confirming her inability to opt out of this type of ad as well. However, Google assured that the ability to opt out for all brands will be available in the near future.
Deactivation. Google Ads consultant Adriaan Dekker explained X According to Ben Fisher, brands can disable Brand LSA by going to Settings and turning off the Direct Business Search toggle, as shown in the screenshot below:
If the option isn’t currently available, it’s important to note that branded LSAs are still in the early stages, and Google will make this option accessible to everyone in the near future.
What Google says. Google Ads Liaison Officer Ginny Marvin said X:
“This is an experiment that will be launched shortly. To be clear, the opt-out will be available to everyone. Customers will receive more information about this next week.”
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