Google has introduced a new feature that automatically picks profile pictures to display in Local Services Ads (LSA) based on their potential to drive more engagement. The tech giant hopes the update will boost ad performance and rankings for local businesses.
LSAs showing representative photos tend to perform better, according to Google. Its artificial intelligence will now select images directly from service providers’ profiles that seem most likely to capture users’ attention based on their search queries and other factors.
The automated photo inclusion launches today globally for all LSA advertisers on Google Search and Maps. While photos won’t appear in every ad, the change aims to increase clicks by pairing queries with visually compelling profile content when possible.
Google recommends local businesses upload 3-5 high-quality, original photos relevant to their work to maximize the benefits. Images copied or lacking clearance pose brand risks if selected without consent.
How the new photo selection impacts key metrics like cost-per-click and ad placement remains to be seen, particularly for service providers previously overlooking visual media in their profiles. The update seeks to enhance discovery of local services through targeted visual storytelling.
Analysts will monitor whether the change significantly boosts engagement for advertisers and proves an asset for Google in the competitive local marketing space. User experience and advertiser value are top priorities as AI selection algorithms continue learning.
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