Google has quietly renamed its Local Services platform policies document. It is now called Local Services Ads requirements, and the change comes with a lot more than a new title.
It is not fully clear why Google chose to do this now. One possible reason is the ongoing migration of Local Services Ads into the main Google Ads platform. Still, the timing feels a bit unusual given how many other updates came along with it.
If you compare the old version with the new version, you will notice the changes go beyond a simple rename. Here are some of the key highlights.
What changed:
- The document title officially changed from “Local Services platform policies” to “Local Services Ads requirements.”
- The wording throughout was updated to match standard Google Ads policy language and advertiser terms more closely.
- The new requirements now reflect recent structural updates to the Google Guarantee Badge system, so both badged and non-badged services follow the same compliance standards.
- Several older, outdated platform policies were removed since they no longer apply to today’s Local Services advertisers.
- The layout was reorganized with jump links, clearer headers, and defined policy categories, making it easier to navigate.
- Google also added clear, real world examples of what counts as a violation, such as changing prices once you arrive, asking customers for reviews in person, or ignoring customer complaints. The document also lays out tiered consequences, starting with email warnings and impression limits and going up to temporary or permanent account suspension.
If you manage Local Services Ads for your business or clients, it is worth taking the time to compare the old version and the new version using a diff checker. This way you can spot exactly what has shifted and stay ahead of any compliance changes.
Below is a quick side-by-side snippet from the top of both pages for reference.
