Google Local Services Ads:
Important Update for Small UK Businesses
Google has announced a change that will affect many small businesses using Local Services Ads (LSAs) in the UK. If you currently advertise through LSAs, here’s what you need to know and what you need to do.
What’s Changing?
Until now, businesses could use a utility bill (gas, electric, water, etc.) to prove their business registration when running Local Services Ads.
From October 2025, Google will no longer accept utility bills for verification. Instead, they will only accept:
- VAT Tax ID
- Companies House registration (LTD businesses)
If you can’t provide one of these, your Local Services Ads will stop running.
Who Will This Impact Most?
- Sole traders who don’t have VAT registration.
- Small businesses under the VAT threshold.
- Businesses that are not LTD and only use utility bills for proof.
What Should You Do?
Google has given a clear deadline (October 2025), and once that hits, any business still verified with a utility bill will be cut off until they upload new documents.
If you wait to be prompted:
- You risk your ads suddenly stopping.
- Verification reviews can take time, so even if you upload documents on the deadline, you may face days or weeks without ads running.
- Google sometimes rolls changes out early to accounts in batches. Some businesses might be asked to update sooner than others.
Best Course of Action:
- Check your current verification
- Log into your Google Local Services Ads dashboard.
- See what document you used when you set up your account.
- If you already have a VAT number or are LTD
- Upload your VAT certificate or Companies House registration before the deadline.
- If you’re a sole trader without VAT or LTD status
- At present, Google has not confirmed whether documents like a Unique Taxpayer Reference (UTR) from HMRC will be accepted.
- Keep an eye on updates, we’re raising this with Google on behalf of small business owners and sole traders.
- Consider alternatives
- If you can’t meet the new requirements, you can still advertise using Google Search Ads, which don’t require the same documents.
Why Is Google Doing This?
Google says the update is to strengthen verification and reduce fraud in Local Services Ads. By asking for more formal business documents, they want to make sure customers only see genuine, registered businesses.
Key Points
- Utility bills will no longer work for LSAs after October 2025.
- Upload VAT or Companies House documents if you have them.
- Sole traders under the VAT threshold may need to look at alternatives (or wait for Google to confirm if other documents like HMRC UTRs will count).
Action Now:
Check your Local Services Ads account today and make sure you have the right documents in place before the deadline.
Alternatively get in touch with the NPTA for more information:
Tel: 01773 717 716
Email: office@npta.org.uk
