New D-U-N-S requirement for US Local Service Ads applicants; existing verified ads unaffected. Alternative documents available — measured rollout rather than hard cutover.
Google Local Service Ads Introduces D-U-N-S Number Verification Requirement
Original: Google Local Service Ads To Require D-U-N-S Numbers For Some
Importance: 米国ローカルサービス広告の新規申請時に要件が増加するが、既存認証済み業者は影響なく、代替書類も用意されているため、直接的な破壊的変更には当たらない。ただし新規参入企業と運用管理が複雑化する可能性あり。
Summary
Google is requiring D-U-N-S numbers (business identification numbers) for verification of some advertisers using Local Service Ads in the US. The change affects only select verticals and applies to new CIDs (campaign IDs); existing verified businesses are unaffected. Alternative documents such as Secretary of State registration, EIN, or state revenue registration can substitute if D-U-N-S is unavailable. The shift occurs as Google transitions Local Service Ads toward Google Ads integration.
Key Points
- D-U-N-S number now required for new CID verification in US Local Service Ads
- Existing verified businesses remain unaffected by the requirement
- Three alternative documents accepted if D-U-N-S unavailable
- Change rolled out during Google Ads integration migration
- Help Center provides full guidance and D-U-N-S procurement steps
View developer summary
New verification requirements added to Google Local Service Ads Business Verification tab. Scope: new CIDs for select US verticals. Primary method: D-U-N-S number validation. Fallback documentation accepted: (1) Secretary of State business registration, (2) IRS EIN, (3) state Department of Revenue registration. Existing verified CIDs unmodified. Help Center documentation updated with guidance on D-U-N-S procurement and alternative paths.
Source: https://www.seroundtable.com/google-local-service-ads-duns-41760.html
Outlet: Search Engine Roundtable
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