Google is currently conducting an investigation into a bug in its Local Services Ads (LSA) that is causing businesses to appear in search results for their competitors’ names. This issue has arisen just weeks after Google started piloting branded LSA called Direct Business Search, which allows brands to show up in search results when someone directly searches for their brand or business.
The purpose of Direct Business Search is to ensure that only the intended business appears in search results when a brand is queried, and charges will only be incurred for leads from new customers. However, the bug has led to competitors appearing in search results for queries related to a business’s name. This not only fails to fulfill the user’s intent but also poses a risk of directing customers to competitors.
The bug was first flagged by Joy Hawkins, an SEO consultant and founder of Sterling Sky Inc. She expressed her dissatisfaction with the rollout of Local Services Ads and questioned how many businesses were aware that they were bidding on a competitor’s name. She shared screenshots of the Google SERP for the query “a1 garage door service” in January and February 2024, highlighting the impact of the LSA bug.
Although brands are automatically enrolled into Direct Business Search ads by default, it is possible to opt out by adjusting the settings for your campaign. Google Ads Liaison Officer Ginny Marvin responded to Hawkins’ post, confirming that this is indeed a bug and that a fix is underway.
It is crucial for Google to address this bug promptly as it directly affects the user experience and can potentially divert customers away from their intended brand. Businesses rely on Google’s search results to accurately represent their brand and attract customers who are specifically searching for their products or services. The bug undermines this purpose and can lead to frustration and lost opportunities for businesses.
In conclusion, Google’s investigation into the bug in Local Services Ads is ongoing, and they have acknowledged that it is a non-brand query bug. They are working on a fix to ensure that businesses only appear in search results when their brand is queried, and charges are incurred solely for leads from new customers. Opting out of Direct Business Search ads is possible, but it is important for Google to rectify the bug to fulfill user intent and prevent customers from being directed to competitors.
