How providers qualify for Local Services ads
To help you feel confident when booking a provider through Local Services, Google requires all businesses advertising on our platform to undergo various levels of screening procedures. The screening process varies by type of service, the country you’re in, and whether the service provider advertises directly with Google or through one of our partner affiliates. These screening processes may include background checks, verification of insurance or licenses to the extent permitted by applicable laws.
How Google screens Local Services businesses that advertise directly on our platform
Local Services businesses that advertise directly with Google undergo the following screening procedures. You’ll be able to recognize these providers because their profiles will have a note that says they have passed Google’s screening and qualification process for the particular category in which they’re advertising. This process varies by category but may include license, insurance, and background checks.
If you're a business looking to advertise on Local Services, sign up here.
Background checks
Business owners–and in some cases, service professionals–at Local Services businesses that advertise directly with Google, may undergo background checks by third-party risk management companies with which Google has partnered.
Depending on the type of service and country in which the service is located, the business may undergo the following types of background checks:
- Business entity background check -- a civil litigation history check of the business for evidence of negligent or substandard performance of services, such as judgments and liens from federal and state courts in the US.
- Business owner background check -- a background check for all owners of the business. This may include identity and criminal history checks, such as cross-checks against national sex offender, terrorist, and sanctions registries in the US.
- Service professional background check -- in an applicable categories, every employee, independent contractor, temporary worker, contingent worker, vendor, or other worker who will perform core services for the customer (service professionals) must complete a background check. Office managers, clerical workers, customer support representatives (or others that don’t visit customers) don't need to complete background checks. This may include identity and criminal history checks, such as cross-checks against national sex offender, terrorist, and sanctions registries in the US.
You can read more about the requirements in our policy for Local Service ads.
License checks
Depending on the country, Google verifies that advertisers hold applicable state, provincial and/or country-level licenses for businesses and owners/managers, to the extent practical. The licenses Google has verified for each advertiser are displayed on their provider profile. Advertisers must also confirm that they hold applicable county, city, and province-level licenses, and that all workers are appropriately licensed. Note that in some cases where a business is on the border of two states, the provider may not be authorized to work in both states.
Google encourages you to review each provider’s profile to learn more about the licenses it has reviewed.
Insurance checks
Whenever applicable, each provider's business must carry general liability insurance coverage for work performed.
Advanced verification
Advertisers in some business categories may need to undergo Google’s advanced verification screening. Advanced verification screening may include a review of the company’s Google Ads account, publicly available data and video interviews conducted by Google. The check may also include inquiries into business registration validity, and evidence of fraudulent or misleading behavior.Other screening
Google also continues to collect ratings and reviews from people who hired Local Services providers. As described in our policy, serious or repeatedly negative customer feedback may result in lower rankings (including not showing at all).
Requirements by category for US advertisers:
Categories (listed alphabetically) | Background check requirements | Insurance requirements | License requirements | Overview |
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Appliance repair |
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Auto glass |
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Car repair |
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Carpet & Upholstery cleaning |
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Electrician |
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The electrician category is considered an urgent category because consumers will often call an electrician for time-sensitive, urgent need (exposed wiring, critical electronic failure, etc.).
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Estate lawyer |
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Event planners |
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Financial planners |
Business check Owner check Professional check |
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Garage door |
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The garage door category is considered an urgent / duress category because consumers will often call a garage door provider for time-sensitive, urgent need (garage door won’t open or close).
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House cleaning |
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HVAC |
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The HVAC category is considered an urgent category because consumers will often call an HVAC for time-sensitive, urgent need (heater is broken in freezing temperatures).
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Immigration Law |
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Junk removal |
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Lawn care |
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Locksmith |
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The locksmith category is considered an urgent/duress category because consumers will often call a locksmith for time-sensitive, urgent need (locked out of home, car, or office).
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Moving |
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Pest control |
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Pet boarding |
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The pet boarding category is considered a sensitive category because professionals may stay the night at a consumer’s home.
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Pet grooming |
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Photographers |
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The photography category is considered a sensitive category because professionals may work with children.
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Plumber |
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The plumbing category is considered an urgent category because consumers will often call a plumber for time-sensitive, urgent need (such as hot water outage).
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Real estate |
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Roofing |
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Tree service |
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Water damage services |
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Window cleaning |
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Window repair |
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* = where applicable by state law. Google encourages you to review each provider’s profile to learn more about the licenses it has checked.
Requirements by category for Canada advertisers:
Categories (listed alphabetically) | Background check requirements | Insurance requirements | License requirements | Overview |
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HVAC |
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Locksmith |
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Plumber |
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How providers from partner affiliate networks are screened
Some Local Services businesses don’t advertise directly with Google, but instead are shown to you as members of one of our partner affiliate networks. These types of affiliate businesses aren’t screened through Google’s processes, but instead are screened by the relevant partner affiliate's procedures. You can recognize these providers by the partner’s logo on their profile page along with a note indicating that they are affiliated with that partner. We encourage you to review each partner’s screening procedures through the links provided below.
Service providers from HomeAdvisor
Providers that come from HomeAdvisor have gone through HomeAdvisor’s screening process. Learn more on the HomeAdvisor website.
Service providers from Thumbtack
Providers that come from Thumbtack have had someone affiliated with their business background checked by Thumbtack. Learn more on the Thumbtack website.