Google updates Location asset requirements without changing enforcement

Google updated its Location asset requirements in September, revising terminology, improving readability and adding troubleshooting guidance for advertisers.

Why we care. Advertisers using location assets now have clearer guidance for understanding and troubleshooting requirements, but Google says there is no change to policy enforcement.

The details. Location assets let advertisers supplement their ads with information about a specific business location, including its address, phone number, opening hours and ratings.

They remain subject to Google’s standard advertising policies as well as its specific Location asset requirements.

Zoom in. Google Business Profile is commonly used to supply the business information needed for location assets in Google Ads.

Business information and location images are managed directly through the advertiser’s Google Business Profile rather than within Google Ads.

Google also notes that Business Profile is only available in supported countries and regions.

Yes, but. Despite updating the requirements twice this year, Google says the changes are about clarity rather than enforcement.

Advertisers aren’t facing a new Location asset policy or a change in how Google applies the existing rules.

Bottom line. Google’s latest updates give advertisers clearer instructions for setting up and troubleshooting Location assets without changing the underlying policy enforcement.