Business screening and verification requirements

As part of Google’s screening and verification process, businesses seeking to advertise with Local Services Ads are required to complete appropriate background checks and have appropriate licences and insurance, as applicable. These requirements may include, but aren't limited to:

Identity verification requirements

• Business owner identity verification (select verticals only)
• Fieldworker identity verification (select verticals only)

Background check requirements

• Business check
• Owner check
• Verified Google Business Profile (EMEA select countries only)

Business registration requirements

• Business check
• Verified Google Business Profile (EMEA select countries only)

Insurance requirements

• General liability insurance
• Professional liability insurance
• Verified Google Business Profile (EMEA select countries only)

Licence requirements

• Business licence on state or province level
• Owner licence on state or province level
• Verified Google Business Profile (EMEA select countries only)

Minimum review requirements

• Up to five reviews
• Verified Google Business Profile (EMEA select countries only)

Note: If your account is matched to an existing business on maps, you will need to verify your Google Business Profile to continue serving Local Services Ads. This is applicable for providers in EMEA.

Depending on your business type and the state or province and country in which you operate, additional requirements may also be necessary to advertise on Local Services Ads. Learn more about the screening and verification process.

We recommend starting the screening and verification process as soon as possible after you’ve created your Local Services Ads account. On average, this process takes 3–4 weeks to complete after submitting your documents.

To learn what’s required to complete your screening and verification and start advertising on Local Services, review your business’s requirements below.

Review your requirements by selecting your country and your business category

Home services

Home services include providers like locksmiths, cleaners, painters, landscapers or others who service private residences and businesses.

Find your business in the list below and review your screening and verification requirements. If you’re not sure which category your business falls into, review the business description to determine if your services match.

Appliance repair

An appliance repair professional is a service provider who works on the maintenance, repair and installation of appliances, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Carpenter

A carpenter is a service provider who works on cabinetry, decking, drywalling, shelving and remodelling, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Carpet and upholstery cleaning

A carpet and upholstery cleaning professional is a service provider who specialises in the cleaning and maintenance of carpet, flooring and furniture upholstery, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Worktop services

A worktop professional is a service provider who works on kitchen and bathroom worktops, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Electrician

An electrician is a service professional who works on the installation, maintenance and repair of electrical systems, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Fencing services

A fencing professional is a service provider who works on fence design, installation, repair and maintenance, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Flooring services

A flooring professional is a service provider who works on floor installation, repair, sanding and refinishing, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Foundations services

A foundations professional is a service provider who works on installing, raising, repairing, maintaining and waterproofing basements, crawl spaces and other foundations, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Garage door

A garage door professional is a service provider who works with overhead and garage door systems, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

General contractor

A general contractor is a service provider who provides material and builds services necessary for building construction.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Handyman

A handyman is a service provider who is widely skilled in repairs focused on home improvement, fixes or enhancements.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Home inspector

A home inspector assesses the safety and condition of a property, usually in the home services sector.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

House cleaning

House cleaning professionals perform standard or deep cleans on offices or homes, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

HVAC

An HVAC professional installs, maintains and repairs furnaces and central air conditioning systems, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Rubbish removal

Junk removal professionals remove and dispose or donate appliances, waste, furniture or other items.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Landscaping services

A landscaping professional is a service provider who designs, installs and maintains gardens and landscapes, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Lawn care

Lawn care professionals maintain lawns, including installation and maintenance, such as weed control, mowing and seeding, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Pest control

Pest control professionals inspect and remove various types of pests, including insects, rodents and wildlife, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Plumber

Plumbers are service professionals who deal with pipes, drains, sewers and the appliances in your home that connect to these systems. Sometimes they may also service gas or other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Pool cleaner

Pool cleaners provide pool cleaning services, upkeep and hygiene maintenance.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Pool contractors

Pool contractors provide pool remodelling, repairs and additional installation services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Removals

Removal professionals pack, move, store and unpack belongings among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Roofing

Roofing professionals install, repair and maintain the shingles, gutters and venting on your roof, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Snow removal

Snow removal service providers ensure that snow is removed from public or private roads and roadways for safe travel after a snowfall.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Tree service

Tree-service professionals plant, remove and maintain trees, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Water damage services

Water damage professionals clean and inspect water damage issues such as mould, sewage and paint damage, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Window cleaning

Window cleaning professionals clean windows, mirrors, skylights and gutters, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Window repair

Window repair professionals install and repair windows and may also service skylights, doors and other types of glass, among other services.

Business registration requirements

• Business check

Insurance requirements

• Public liability insurance

Licence requirements

• Business licence on a country level*

• Minimum review requirement:

  • One review

Professional services

Professional services businesses include providers like lawyers and real estate agents.

Note: Professional services verticals are currently being piloted and are only available in Greater London. Note that your ads will not trigger outside of Greater London.

Find your business in the list below and review your screening and verification requirements. If you’re not sure which category your business falls into, review the business description to determine if your services match.

Contract lawyer services

Contract law professionals provide advice and guidance for matters such as contract disputes, contract negotiation, contract review, partnership agreements, non-disclosure agreements and commercial contracts, among other services.

Business registration requirements

• Business check

Insurance requirements

• Professional Indemnity Insurance

Licence requirements

• Active membership with the Solicitors or Barrister regulation authorities for each member in the firm

• Minimum review requirement:

  • One review

Corporate lawyer services

Corporate law professionals provide advice and guidance for matters such as business litigation, business transactions, business formation, commercial contracts, partnership agreements and shareholder disputes, among other services.

Business registration requirements

• Business check

Insurance requirements

• Professional Indemnity Insurance

Licence requirements

• Active membership with the Solicitors or Barrister regulation authorities for each member in the firm

• Minimum review requirement:

  • One review

Criminal lawyer services

Criminal law professionals provide advice and guidance for matters such as domestic violence, drug possession, felonies, federal crimes, petty crimes and restraining orders, among other services.

Business registration requirements

• Business check

Insurance requirements

• Professional Indemnity Insurance

Licence requirements

• Active membership with the Solicitors or Barrister regulation authorities for each member in the firm

• Minimum review requirement:

  • One review

Employment lawyer services

Employment law professionals provide advice and guidance for matters such as employment contracts, harassment, unpaid overtime, whistleblowing and wrongful termination, short and long-term disability, benefits, among other services.

Business registration requirements

• Business check

Insurance requirements

• Professional Indemnity Insurance

Licence requirements

• Active membership with the Solicitors or Barrister regulation authorities for each member in the firm

• Minimum review requirement:

  • One review

Estate agent services

Estate agents help buy, sell or rent property.

Business registration requirements

• Business check

Insurance requirements

• Professional Indemnity Insurance

Licence requirements

• N/A

• Minimum review requirement:

  • One review

Family lawyer services

Family law professionals provide advice and guidance for matters such as adoption, child support, divorce, guardianship, prenups, marital agreements, spousal support and property division, among other services.

Business registration requirements

• Business check

Insurance requirements

• Professional Indemnity Insurance

Licence requirements

• Active membership with the Solicitors or Barrister regulation authorities for each member in the firm

• Minimum review requirement:

  • One review

Immigration lawyer services

Immigration law professionals provide advice and guidance for matters such as asylum, visa applications, green cards, citizenship, naturalisation, deportation and employment for non-citizens.

Business registration requirements

• Business check

Insurance requirements

• Professional Indemnity Insurance

Licence requirements

• Active membership with the Solicitors or Barrister regulation authorities for each member in the firm

• Minimum review requirement:

  • One review

Insolvency lawyer services

Insolvency law professionals provide advice and guidance for matters such as bankruptcy, corporate insolvency, foreclosure, debt resettlement and repossession, among other services.

Business registration requirements

• Business check

Insurance requirements

• Professional Indemnity Insurance

Licence requirements

• Active membership with the Solicitors or Barrister regulation authorities for each member in the firm

• Minimum review requirement:

  • One review

IP lawyer services

IP law professionals provide advice and guidance for matters such as copyright, franchises, IP strategy, licensing, patents, trademarks, trade secrets and technology transfer, among other services.

Business registration requirements

• Business check

Insurance requirements

• Professional Indemnity Insurance

Licence requirements

• Active membership with the Solicitors or Barrister regulation authorities for each member in the firm

• Minimum review requirement:

  • One review

Litigation lawyer services

Labour law professionals provide advice and guidance for matters such as case assessment, civil, commercial and criminal litigation, mediation and settlement, among other services.

Business registration requirements

• Business check

Insurance requirements

• Professional Indemnity Insurance

Licence requirements

• Active membership with the Solicitors or Barrister regulation authorities for each member in the firm

• Minimum review requirement:

  • One review

Malpractice lawyer services

Malpractice law professionals provide advice and guidance for matters such as medical malpractice, diagnosis errors, treatment errors and medical negligence, among other services.

Business registration requirements

• Business check

Insurance requirements

• Professional Indemnity Insurance

Licence requirements

• Active membership with the Solicitors or Barrister regulation authorities for each member in the firm

• Minimum review requirement:

  • One review

Personal injury lawyer services

Personal injury law professionals provide advice and guidance for matters such as assault and battery, car, bicycle and motorcycle accidents, dog bites, injury from drink-driving, product liability and wrongful death, among other services.

Business registration requirements

• Business check

Insurance requirements

• Professional Indemnity Insurance

Licence requirements

• Active membership with the Solicitors or Barrister regulation authorities for each member in the firm

• Minimum review requirement:

  • One review

Probate lawyer services

Probate law professionals assist clients in drafting and implementing legal documents, including wills, trusts and deeds. They also provide advice and guidance for matters such as probate, guardianship and power of attorney.

Business registration requirements

• Business check

Insurance requirements

• Professional Indemnity Insurance

Licence requirements

• Active membership with the Solicitors or Barrister regulation authorities for each member in the firm

• Minimum review requirement:

  • One review

Property lawyer services

Property law professionals provide advice and guidance for matters such as residential and commercial real estate, encroachment, auction properties, neighbour and housing association disputes, property damage, purchase agreements, trespassing and title services, among other services.

Business registration requirements

• Business check

Insurance requirements

• Professional Indemnity Insurance

Licence requirements

• Active membership with the Solicitors or Barrister regulation authorities for each member in the firm

• Minimum review requirement:

  • One review

Road traffic lawyer services

Road traffic law professionals provide advice and guidance for matters such as parking tickets, dangerous driving, speeding tickets, traffic tickets and document offences, among other services.

Business registration requirements

• Business check

Insurance requirements

• Professional Indemnity Insurance

Licence requirements

• Active membership with the Solicitors or Barrister regulation authorities for each member in the firm

• Minimum review requirement:

  • One review

Tax lawyer services

Tax law professionals provide advice and guidance for matters such as tax audits, international taxes, corporate taxes, estate planning taxes and tax litigation, among other services.

Business registration requirements

• Business check

Insurance requirements

• Professional Indemnity Insurance

Licence requirements

• Active membership with the Solicitors or Barrister regulation authorities for each member in the firm

• Minimum review requirement:

  • One review

* = Where applicable by local law. Google encourages you to review each provider’s profile to learn more about the licences it has checked.