Google has rolled out an exciting update to its Local Services Ads (LSA) platform with a new feature that automates photo selection. This change means that Google’s AI will now pick photos from your LSA profile to showcase in your ads.

Ginny Marvin, Google Ads Liaison, shared that the new feature aims to boost ad engagement by selecting images that are likely to enhance user interaction with your advertisement. Here’s what you need to know:

Key Points of the Update:

  • Photo Inclusion: This could influence your ad ranking.
  • Image Recommendations: Google advises uploading 3-5 high-quality, relevant, and original images.
  • Photo Variability: Not every ad will feature a photo, as inclusion depends on user queries and other factors.

Impact on Advertisers: This update introduces a new factor to consider for Local Services advertisers. While having photos could potentially improve your ad rankings, the exact impact will become clearer over time. Advertisers may need to adjust their visual content strategies to align with this new feature.

Photo Requirements & Recommendations: Google emphasizes that photos should be high-quality, relevant to your services, and original. Copied or stolen images are not allowed. Manage your photos through the Profile and Budget page on your LSA dashboard.

Variable Photo Display: Be aware that photo inclusion in ads is not guaranteed. Google’s AI will decide based on user queries and other factors, which may make it challenging to maintain consistent ad presentation.

How This Can Help You: For digital marketers and local businesses, this update is significant. It changes the role of visuals in local service ads, with potential benefits including:

  • Better Visibility: High-quality photos may improve your ad placement.
  • More Clicks: Attractive visuals could increase click-through rates.
  • Competitive Edge: Early adopters could gain an advantage.
  • Time Saver: Automated photo selection reduces manual work.

For Marketers and Agencies:

  • New Optimization Angles: Explore fresh strategies for LSA campaigns.
  • Added Client Value: Help clients optimize their LSA imagery.
  • Data Insights: Track how this change affects performance metrics.

Stay tuned and monitor your LSA performance closely. Adapt your strategies to make the most of this new feature and enhance your local ad game.