If you’ve launched Google Local Services Ads (LSAs) in the past, the approval process was fairly predictable.
Most contractors needed to complete a handful of requirements before their ads could start generating leads:
- Billing setup
- Insurance verification
- Background checks
- License verification
- Active Google Business Profile
- Budget and bidding configuration
Today, Google is gradually rolling out a new verification process that places a greater emphasis on confirming the legitimacy of the business and the people behind it.
Depending on your industry and market, you may now be asked to complete additional verification steps before your Local Services Ads can go live.
Why Google Is Changing the Process
Local Services Ads occupy some of the most visible real estate on Google Search. Because homeowners often trust businesses displaying the Google Verified badge, Google is investing more heavily in advertiser verification.
Rather than relying primarily on licenses, insurance, and background checks, Google is expanding its screening process to verify businesses, business owners, and authorized representatives.
The goal is simple: reduce fraud, improve trust, and ensure that businesses advertising through LSAs are legitimate.
The Traditional LSA Requirements
For years, most contractors needed to complete the following requirements before launching Local Services Ads.
Billing Setup
A valid payment method was required before ads could run.
Insurance Verification
Many home service categories required proof of liability insurance that met Google’s minimum coverage requirements.
Background Checks
Google required business background checks and, in some industries, checks on business owners and field workers via third-party screening partners.
License Verification
Contractors in regulated industries such as plumbing, HVAC, roofing, and electrical services were often required to submit active licenses for verification.
Google Business Profile
Businesses typically needed an active Google Business Profile connected to their LSA account.
In many industries, Google also expected the connected Business Profile to have a minimum number of reviews, commonly between 2 and 5 reviews, before the account became eligible to advertise.
Today, Google appears to be moving away from minimum review requirements. While an active and verified Google Business Profile remains important, businesses can often complete the approval process with few or no reviews, provided all other verification requirements are satisfied.
Reviews still play a major role in LSA rankings and lead generation, but they are no longer the barrier to entry they once were.
Budget and Bidding
Businesses needed to define their service areas, set a weekly budget, and configure bidding before campaigns could launch.
Google’s New Verification Requirements
While many traditional requirements still apply, Google is gradually introducing additional verification steps.
Not every advertiser will see the same requirements today, but more businesses are being asked to complete the following.
Verified Google Business Profile
An active and verified Google Business Profile is increasingly important to the LSA approval process.
Google uses the profile to help verify business information and establish trust with potential customers.
Additionally, the reviews on the GBP are one of LSA’s major ranking factors.
Business Registration Verification
One of the most significant additions is business registration verification.
Google may ask advertisers to provide documentation proving the business is legally registered. Depending on your business structure, acceptable documents for US may include:
- Articles of Incorporation
- Secretary of State (SOS) filing
- Department of Revenue document
- DBA (Doing Business As) registration
- Employer ID Number (EIN) with the IRS
The specific documentation required can vary by country and business type.
Business Representative Check
Google’s Business Representative Check verifies that the person setting up and managing the LSA account is authorized to represent the business.
The process includes two steps:
- Representative Verification: Google uses data from Dun & Bradstreet (D&B) to verify that the representative is affiliated with the business.
- Select the Representative: If the representative appears in the D&B records, simply select their name from the list provided in the LSA dashboard.
- Provide Supporting Documents (if needed): If the representative is not listed or the business is not registered with D&B, Google may request documents showing the connection between the representative and the business, such as:
- Business Registration with the Secretary of State
- EIN documentation from the IRS
- Business Registration with the Department of Revenue
- Identity Verification: Google’s verification partner, Evident, requires the representative to submit a clear, unexpired government-issued photo ID.
- Avoid Approval Delays: The representative’s full name and the business’s legal name should match exactly across all submitted documents and verification records.
Identity Verification
In some cases, Google may require government-issued identification from a business owner or representative.
Identity verification helps Google confirm that real individuals are associated with the business being advertised.
Billing Setup
Billing remains a required step before campaigns can begin serving leads.
Budget and Bidding Configuration
Advertisers must still configure their service areas, budget, and bidding preferences before their ads can go live.
Are Licenses, Insurance, and Background Checks Going Away?
No.
Many contractor categories still require:
- Professional licenses
- Liability insurance
- Business background checks
- Owner background checks
- Worker background checks
The difference is that Google is layering additional verification requirements on top of many existing screening processes.
In other words, the new verification process isn’t necessarily replacing the old one; it’s expanding it.
Why Some Businesses See Different Requirements
One of the biggest sources of confusion is that not every advertiser sees the same onboarding experience.
A roofing company in one market may be asked to submit business registration documents and complete identity verification, while another may still follow a more traditional approval process.
That’s because Google is rolling these requirements out gradually across industries, locations, and advertiser types.
As the rollout continues, contractors should expect additional verification requirements to become more common.
How to Get Approved Faster
To avoid delays, gather your documentation before starting the LSA setup process.
Business Documents
- Articles of Incorporation
- LLC registration documents
- State registration certificates
- DBA filings
Google Business Profile Access
- Ensure your profile is verified
- Confirm your business name, address, and phone number are accurate
- Be sure the email used to create your LSA is also a user on your GBP
Insurance Documentation
- Current liability insurance certificates
- Any industry-specific insurance requirements
License Documentation
- Contractor licenses
- Trade licenses
- Professional certifications
Identification
- Government-issued photo ID
- Documents showing authority to represent the business
Having these items ready can significantly reduce approval delays and help your campaign go live faster.
The Bottom Line
The requirements to launch a Local Services Ads campaign are evolving.
While billing, insurance, licensing, background checks, and an active Google Business Profile remain important for many industries, Google is gradually introducing new verification requirements focused on business legitimacy and identity verification.
Today, businesses may be asked to provide:
- Business registration documentation
- Business representative verification
- Identity verification
- Billing information
- Budget and bidding settings
- A verified Google Business Profile
The sooner you prepare these documents, the smoother your LSA onboarding process will be and the faster you can start generating leads.