Dental Reviews and Local Services Ads: What Dentists Should Know

Table of Contents

• What Are Local Services Ads (LSAs) and Why Should Dentists Care?
• Dental Reviews and Local Services Ads: What Did Google Change, Exactly?
• How This Impacts your Dental Practice
• What Dentists Should Do Right Now
• The Bigger Picture: What This Tells Us About Google’s Direction
• Final Thoughts: What Dentists Should Do Next
• FAQ

What Are Local Services Ads (LSAs) and Why Should Dentists Care?

If you’re not already using Local Services Ads, you’re probably at least competing with dentists who are.

LSAs are Google’s pay-per-lead advertising platform designed specifically for local service-based businesses, including dental practices. These ads appear right at the top of Google’s search results, even above traditional Google Ads and Maps listings. They include the highly trusted green checkmark badge labeled “Google Screened,” which gives potential patients extra confidence when choosing a provider.

Here’s why LSAs are especially important for dental marketing:

• Top-tier visibility: Your practice can show up before organic results and Maps listings when people search for local dental services.
• Pay-per-lead model: You only pay when a potential patient contacts you — not just for clicks.
• Trust factor: The “Google Screened” badge shows you’ve been verified, and reviews help reinforce your credibility.
• Quick access to reviews: Patients see your star rating and total number of reviews directly in the ad, which can make or break their decision to click.

For dental practices in competitive markets, LSAs can be a game-changer, especially when combined with a high-quality Google Business Profile and a steady flow of 5-star reviews. But now that reviews are being managed differently, the way you rank in LSAs could shift dramatically.

Dental Reviews and Local Services Ads: What Did Google Change, Exactly?

As of July 11, 2025, Google officially moved all customer reviews for Local Services Ads under the umbrella of your Google Business Profile. That means the days of managing two separate review systems—one for LSAs and one for your Google listing—are over.

Here’s what changed in plain English:

All your LSA reviews now live in your Google Business Profile.

Previously, dental reviews and Local Services Ads and their reviews were managed separately, and LSA revies weren’t always visible on your public Google listing. Now they’re part of the same profile patients see when they search your practice on Google Maps or Google Search.

Google is verifying all reviews for compliance.

Google is reviewing LSA reviews to make sure they meet the Google Maps Review Policies, which prohibit spammy, fake, or incentivized reviews. If a review doesn’t pass the test, it may be removed.

Review totals and star ratings might change.

You might see your total review count go up if previously hidden LSA reviews are added to your GBP, or go down if reviews are removed during verification. Your star rating could shift as a result.

Review requests now go through Google Business Profile.

Instead of using the old LSA review request link, you’ll now need to use your GBP link to ask patients for reviews. Google provides instructions here.

You can also find your link in the email Google sent out to your linked email address:

How This Impacts Your Dental Practice

So what does this change actually mean for your practice, especially if you’re running Local Services Ads or considering them in the future?

The Upside:

All your reviews are in one place now.

Instead of juggling two sets of reviews—one on your LSA account and one on your Google Business Profile—they’re now combined. That’s less hassle for you, and more visibility for your best feedback.

More reviews on your Google Business Profile = more trust.

Many dentists are seeing a sudden boost in review count on their GBP and even rankings, thanks to this integration. That can help convert more potential patients who are comparing practices online.

Easier review management.

Your front desk team can now focus on sending out one review link instead of two, making follow-up smoother and more consistent.

The Potential Pitfalls:

Some of your reviews may vanish.

Google is actively removing LSA reviews that don’t meet their Maps Review Policies. If your practice ever received reviews that were vague, incentivized, or posted from suspicious accounts, there’s a chance they could be removed and your star rating could take a hit.

Your LSA ranking might drop.

LSAs use reviews and star ratings as a key part of their ranking algorithm. If your numbers go down, your ad may appear less frequently, resulting in fewer calls and leads.

If you’ve been ignoring your Google Business Profile, fix it.

Some practices have relied heavily on LSA reviews while neglecting their GBP, thinking the two were separate. Not anymore. If your GBP isn’t optimized with accurate info, quality photos, and consistent reviews, you’re going to fall behind.

What Dentists Should Do Right Now

This update might seem technical, but the action steps are straightforward, and they can help you protect (and even boost) your online reputation and LSA performance.

1. Check Your Google Business Profile

Log into your Google Business Profile and review your:

• Total number of reviews
• Star rating
• Recent reviews added or removed

Compare this to what you had before July 11. If you notice a sudden change, this update is likely the reason.

2. Audit Your Review Quality

Google is enforcing stricter policies, so make sure your reviews:

• Are authentic
• Include specific details about patient experiences
• Come from patients with Google accounts
• Aren’t posted from your office’s Wi-Fi or the same IP address (this can trigger spam filters)

If you’ve previously used questionable tactics (like mass asking for reviews on an iPad at the front desk), now’s the time to stop.

3. Update Your Review Request Workflow

From now on, you’ll need to send patients your Google Business Profile review link, not your old LSA link.

Here’s how to make it easy:

• Add the link to your post-appointment texts and emails
• Train your front desk or treatment coordinator to ask personally
• Use signage or QR codes in your office with a review call-to-action
• Offer patients a reminder card with the link after treatment
• Use a reputation management tool to automate the process of requesting reviews

Avoid offering incentives for reviews—Google will catch it, and you risk losing reviews (or worse, being suspended).

4. Monitor Your LSA Performance

Keep a close eye on:

• How often your LSAs show
• The volume of leads coming in
• Any changes in cost per lead

If you see a drop, your review visibility could be a factor, and now that reviews are tied to your GBP, it may be time to strengthen your profile with local SEO in mind.

The Bigger Picture: What This Tells Us About Google’s Direction

Google’s decision to consolidate Local Services Ads reviews into the Google Business Profile ecosystem isn’t random, it’s part of a larger shift toward simplicity, trust, and accountability across its local search products.

Here’s what this signals for the future of dental marketing on Google:

Google’s Algorithms Are Getting Smarter About Reputation

By unifying data from GBP and LSAs, Google can better assess which businesses are trustworthy and deserving of top visibility. Reviews now influence more than just ads, they shape your overall authority in local search.

Google’s Cleaning Up Spam and Fake Reviews

Google is investing heavily in review quality and cracking down on manipulation. It’s getting better at detecting:

• Fake reviews from fake accounts
• Reviews written from the same device or IP address
• Incentivized reviews
• Repetitive or templated language

That means authenticity wins. Your real patients are your best marketers; you just need a consistent way to capture their feedback.

Google Wants One Central Profile for Local Businesses

By funneling all reviews into Google Business Profiles, Google is clearly aiming to make GBP the central hub for all local reputation signals: reviews, photos, business info, updates, and even booking links. If your profile is half-complete or outdated, now’s the time to treat it like the digital front door to your practice.

Final Thoughts: What Dentists Should Do Next

Google’s update to Local Services Ads reviews might feel like just another platform tweak, but the truth is, this change could directly affect your ability to attract new patients online.

Here’s a quick recap:

• All LSA reviews are now managed through your Google Business Profile
• Reviews that don’t meet Google’s policies may be removed
• Your total review count and star rating may shift
• Your LSA ranking could change as a result

But don’t panic, this is also a huge opportunity. By focusing your energy on authentic, consistent, high-quality reviews through your GBP, you’ll be building a stronger foundation for your practice’s long-term growth across all of Google’s platforms.

Frequently Asked Questions

About the Author: Megan Nielsen is an SEO strategist and the Grand Overlord of copywriting at My Social Practice. My Social Practice is a dental marketing company that offers a full suite of dental marketing services to thousands of dental practices throughout the United States and Canada.