Google Ads Updating Location Asset Requirements

Google is in the process of rolling out new restrictions to Google Ads Location Assets.

Location Assets - formerly known as Location Extensions - are useful to businesses serving local markets because (1) Google geographic targeting is quite effective, (2) 20% of all Google searches and 40% of Google searches done on mobile devices are looking for local information, and (3) Location Assets have been shown to produce more impressions, more clicks and higher ROI for advertisers.

For most small businesses, you can link your Google Ads account to your GBP and show the GBP location as Location Assets in Google Ads. And you will be able to manage that information - address, hours, ratings, map, distance to your business, etc. - and images for your business directly in GBP.

Users will be able to click or tap on your location when it's shown with your final ad, and get more information about your location from your location page, where all your important information appears in one place.

Location Assets can also include a phone number or call button so users can easily call you.

Location Assets can show your business information on both mobile and desktop on the Google Search Network, Display Network, YouTube and Google Maps.

Restrictions currently active for Location Assets include:

• Advertising a location without explicit permission of the owner at that location
• Misleading content that does not accurately describe what you're advertising
• Information that's not clearly relevant to what you're advertising

New restrictions to be added in December 2023 are:

• Locations that are temporarily or permanently closed
• Locations not recognized by Google
• Locations not matching the GBP business
• Assets related to products or services not matching the specific GBP location

Google has more information about Location Extensions here:

https://support.google.com/google-ads/answer/2404182