Google has updated its Local Services Ads help document on ad rankings to remove the line around “proximity to potential customers’ locations” is a ranking factor for those ads. Ginny Marvin, the Google Ads Liaison, said the document was updated but there was no recent or “sudden change to ranking considerations” to LSA rankings or positions.

This change was spotted by Chris Barnard who said on X that based on this help document change, “Proximity no longer a thing in LSAs.” Seems that way but maybe not.

First, here is the before and after screenshot – with the old document on the left and the new document on the right:

Google removed the bold text; “How relevant your business is for the customer’s search, for example, services you provide, your business bio, and your proximity to potential customers’ locations.”

Ginny Marvin from Google said on X that “proximity of a business’ location is often not a key indicator of relevancy.” However, she added that “location is considered” and just because there was a change in the help document, that it is “not an indication of a recent or sudden change to ranking considerations.”

Here is what she posted:

Here are those posts:

Google also added to this document about messaging response time, saying:

Also, saying “average response time and any other information about your business that may influence user preferences” may lead to higher profile quality.

Forum discussion at X.