Google Local Service Ads Now Requiring D-U-N-S Numbers for Business Verification in Select US Verticals
TLDR
Google is rolling out D-U-N-S number requirements for Local Service Ads verification in select US verticals, though alternative documents are accepted if a D-U-N-S cannot be obtained.
Optimixed Overview
Optimixed's original report on this story.
Google has begun notifying advertisers that it will require D-U-N-S numbers from Dun & Bradstreet for business verification in Local Service Ads, applying to select verticals and users in the US. Per SERoundtable, the company is easing the transition by allowing businesses to submit alternative documentation—including state business registration, EIN, or revenue department registration—if obtaining a D-U-N-S number proves unfeasible. The change ties into Google's broader shift of Local Service Ads functionality to the Google Ads platform.