Global Ad Solutions CEO lays out 5 local search tips for 2027

Global Ad Solutions CEO Patrick McDonald says local businesses need to adapt as Google, AI Overviews and chatbots reshape how customers search. His advice focuses on accurate listings, consistent content and measuring real conversions, not just clicks.

Why it matters: - Local search is shifting as customers use Google, AI Overviews and chatbots to find nearby businesses. - McDonald says the businesses that keep their listings accurate and their content current are more likely to show up in search and win customer trust. - The advice is aimed at owners preparing for 2027, when search behavior is expected to look different from traditional “near me” queries.

What happened: - Global Ad Solutions, a veteran-owned advertising agency, shared five recommendations for local business owners heading into 2027. - CEO Patrick McDonald said the Google Business Profile is one of the most important digital assets for a local business. - McDonald said customers are no longer only typing “near me” into Google. - McDonald said people are also asking ChatGPT questions and getting answers from Google's AI Overviews.

The details: - McDonald says AI search works like a detective gathering information from multiple sources. - He said a business website, Google Business Profile, social media accounts, directories and reviews can all shape what search systems understand about a business. - McDonald recommends checking hours, categories, services, photos, website links and contact details across Google, Facebook, Bing Places and other relevant listings. - He said inconsistent information makes it harder for customers and search systems to understand a business. - McDonald said businesses may eventually be able to claim and manage their information in ChatGPT, but no public launch date has been confirmed. - For local companies, McDonald recommends focusing first on visibility within a five-mile radius. - He said nearby customers may still miss a business if it does not appear in Google Maps results. - McDonald noted that local rankings depend on relevance, distance and prominence. - He said specialized businesses may still attract customers from farther away. - McDonald said businesses should not treat a Google Business Profile as a one-time setup. - He recommends regular updates to business hours, categories, services, photos and customer reviews. - McDonald typically encourages posting three times per week as a consistency habit, not because Google requires that frequency for rankings. - He also recommends dedicated website pages for key services and the communities a business serves. - McDonald said businesses already have much of the content they need if they show real people and real work. - He recommends original photos and videos of actual jobs instead of stock photography or AI-generated content. - McDonald said reviews matter and businesses should ask customers for genuine feedback. - He recommends responding professionally to positive and negative reviews. - He also warned healthcare businesses to protect patient privacy because even confirming that a reviewer is a patient can create HIPAA concerns. - McDonald said business owners should measure calls, quote requests, appointments, new customers and revenue instead of focusing only on clicks. - He said rankings and impressions do not matter if they do not produce business results.

Between the lines: - McDonald's advice reflects a broader shift from search-engine optimization alone to visibility across Google, AI tools and review platforms. - The recommendations also suggest that trust signals, such as accurate listings, authentic photos and real reviews, may matter more as AI systems synthesize information from many sources. - His emphasis on conversion metrics signals a practical message for small businesses: traffic is useful only if it turns into customers.

What's next: - McDonald says business owners should keep watching how search platforms evolve, especially around management of business information inside AI tools. - He says consistency will matter most heading into 2027. - His final advice is simple: be consistent.