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 businesses:

Appliance repair

An appliance repair professional is a service provider that works on the maintenance, repair, and installation of appliances, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Architect

Architects provide architectural design, architectural engineering, site planning, 3D rendering, site planning, and home building, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Auto glass

An auto glass professional is a service provider that repairs cracked car windows, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Bankruptcy lawyer

Bankruptcy law professionals provide advice and guidance for matters such as chapter 7, 11, and 13 bankruptcy, foreclosure, debt resettlement, personal, agricultural, and corporate bankruptcy, and repossession, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance*
  • License requirements:
    • State bar license checks for each bankruptcy lawyer in the firm

Business lawyer

Business 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.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance*
  • License requirements:
    • State bar license checks for each business lawyer in the firm

Car repair

A car repair professional is a service provider that works on the maintenance and repair of car engines and auto bodies, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Carpenters

A carpenter is a service provider that works on cabinetry, decking, drywalling, shelving, and remodeling, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Carpet & Upholstery cleaning

A carpet and upholstery cleaning professional is a service provider that specializes in the cleaning and maintenance of carpet, flooring, and furniture upholstery, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Contract lawyer

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.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance*
  • License requirements:
    • State bar license checks for each contract lawyer in the firm

Countertop services

A countertop professional is a service provider that works on kitchen and bathroom countertops, among other services.

  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Criminal lawyer

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.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance*
  • License requirements:
    • State bar license checks for each criminal lawyer in the firm

Disability lawyer

Disability law professionals provide advice and guidance for matters such as short and long-term disability, SSA applications, appeals, and benefits, supplemental security income, veteran’s disability, and worker’s comp, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance*
  • License requirements:
    • State bar license checks for each disability lawyer in the firm

DUI lawyer

DUI law professionals provide advice and guidance for matters such as driving under the influence (DUI) and reckless driving, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance*
  • License requirements:
    • State bar license checks for each DUI lawyer in the firm

Electrician

An electrician is a service professional that works on the installation, maintenance, and repair of electrical systems, among other services.
Note: 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.).
For this reason, electricians undergo an additional level of screening, including service professional background checks.
  • Background check requirements:
    • Business check
    • Owner check
    • Service professional check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Estate lawyer

Estate law professionals assists clients in drafting and implementing legal documents, including wills, trusts, and deeds and provide advice and guidance for matters such as probate, guardianship, and power of attorney.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance where required by law
  • License requirements:
    • State bar license checks for each estate lawyer in the firm

Event planners

An event planner organizes and coordinates events, such as weddings and parties, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Family lawyer

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.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance*
  • License requirements:
    • State bar license checks for each family lawyer in the firm

Fencing services

A fencing professional is a service provider that works on fence design, installation, repair, and maintenance, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Financial planners

A financial planner helps you organize and optimize your finances and projects the results of your savings and investments so you can see how well prepared you are for retirement and other financial goals.
  • Background check requirements:
    • Business check
    • Owner check
    • Professional check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • License checks for each financial planner in the firm

Flooring services

A flooring professional is a service provider that works on floor installation, repair, and sanding, and refinishing, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Foundations services

A foundations professional is a service provider that works on installing, raising, repairing, maintaining, and waterproofing basements, crawl spaces, and other foundations, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Garage door

A garage door professional is a service provider that works with overhead and garage door systems, among other services.
Note: 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).
For this reason, the garage door providers listed in the Local Services Ad Unit undergo an additional level of screening, including service professional background checks, and Google’s Advanced Verification screening process.
  • Background check requirements:
    • Business check
    • Owner check
    • Service professional check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

House cleaning

House cleaning professionals perform standard or deep cleans on offices or homes among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

HVAC

An HVAC professional installs, maintains, and repairs furnaces and central air conditioning systems, among other services.
Note: 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).
For this reason, the HVAC professionals listed in the Local Services Ad Unit undergo an additional level of screening, including service professional background checks.
  • Background check requirements:
    • Business check
    • Owner check
    • Service professional check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Immigration law

Immigration law professionals provide advice and guidance for matters such as asylum, visa applications, green cards, citizenship, naturalization, deportation, and employment for non-citizens.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance where required by law
  • License requirements:
    • State bar license checks for each immigration lawyer in the firm

Interior designer

Interior designers are professionals that offer interior home design, interior decorating, landscaping design, room planning, window design, door design, and room planning among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

IP lawyer

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.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance*
  • License requirements:
    • State bar license checks for each IP lawyer in the firm

Junk removal

Junk removal professionals remove and dispose of or donate appliances, waste, furniture, or other items.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Labor lawyer

Labor law professionals provide advice and guidance for matters such as employment contracts, sexual harassment, unpaid overtime, whistleblowing, and wrongful termination, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance*
  • License requirements:
    • State bar license checks for each labor lawyer in the firm

Landscaping services

A landscaping professional is a service provider that designs, installs, and maintains gardens and landscapes, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Lawn care

Lawn care professionals maintain lawns including installation, and maintenance such as weed control, mowing, and seeding among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Litigation lawyer

Labor law professionals provide advice and guidance for matters such as case assessment, civil, commercial, and criminal litigation, mediation, and settlement, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance*
  • License requirements:
    • State bar license checks for each litigation lawyer in the firm

Locksmith

A locksmith is a service professional that works with locks, keys, and security systems among other services.
Note: 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).
For this reason, the locksmiths listed in the Local Services Ad Unit undergo an additional level of screening, including service professional background checks, and Google’s Advanced Verification screening process.
  • Background check requirements:
    • Business check
    • Owner check
    • Service professional check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Malpractice lawyer

Malpractice law professionals provide advice and guidance for matters such as medical malpractice, diagnosis errors, treatment errors, and medical negligence, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance*
  • License requirements:
    • State bar license checks for each malpractice lawyer in the firm

Moving

Moving professionals pack, move, store, and unpack belongings among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Personal injury lawyer

Personal injury law professionals provide advice and guidance for matters such as assault & battery, auto, bicycle, and motorcycle accidents, dog bites, injury from DUI, product liability, and wrongful death, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance*
  • License requirements:
    • State bar license checks for each personal injury lawyer in the firm

Pest control

Pest control professionals inspect and remove various types of pests including bugs, rodents, and wildlife among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Pet boarding

Pet boarding professionals care for pets overnight. Some may offer additional services, including grooming among other services.
Note: The pet boarding category is considered a sensitive category because professionals may stay the night at a consumer’s home.
For this reason, the pet boarders listed in the Local Services Ad Unit undergo an additional level of screening, including service professional background checks.
  • Background check requirements:
    • Business check
    • Owner check
    • Service professional check
  • Insurance requirements:
    • N/A
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Pet grooming

Pet grooming professionals clean and groom pets among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Photographers

Photographers are professionals that offer individual or event photography, among other services.
Note: The photography category is considered a sensitive category because professionals may work with children.
For this reason, the photographers listed in the Local Services Ad Unit undergo an additional level of screening, including service professional background checks.
  • Background check requirements:
    • Business check
    • Owner check
    • Service professional check
  • Insurance requirements:
    • N/A
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

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.
Note: The plumbing category is considered an urgent category because consumers will often call a plumber for time-sensitive, urgent needs (such as hot water outage).
For this reason, the plumbing professionals listed in the Local Services Ad Unit undergo an additional level of screening, including service professional background checks.
  • Background check requirements:
    • Business check
    • Owner check
    • Service professional check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Real estate agents

Real estate agents help buy, sell, or rent property.
  • Background check requirements:
    • Business check
    • Owner check
    • Professional check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • License checks for each real estate agent in the firm

Real estate lawyer

Real estate law professionals provide advice and guidance for matters such as residential and commercial real estate, encroachment, foreclosure, neighbor and HOA disputes, property damage, purchase agreements, trespassing, and title services, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance*
  • License requirements:
    • State bar license checks for each real estate lawyer in the firm

Roofing

Roofing professionals install, repair, and maintain the shingles, gutters, and venting on your roof, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Siding services

A siding professional is a service provider that installs, repairs, maintains, remodels, and removes siding, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Tax lawyer

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.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance*
  • License requirements:
    • State bar license checks for each traffic lawyer in the firm

Tax specialist

Tax specialists are professionals that offer tax planning, tax preparation, tax filing, and IRS audit representation, among other services.
  • Background check requirements:
    • Business check
    • Owner check
    • Professional check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • License checks for each tax specialist in the firm

Traffic lawyer

Traffic law professionals provide advice and guidance for matters such as parking tickets, reckless driving, speeding tickets, traffic tickets, and suspended license, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • Malpractice insurance*
  • License requirements:
    • State bar license checks for each traffic lawyer in the firm

Tree service

Tree service professionals plant, remove, and maintain trees, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Videographer

Videographers are professionals that offer video production and video editing, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Water damage services

Water damage professionals clean and inspect water damage issues such as mold, sewage, and paint damage among other services.
Professionals in some states may need additional licenses to perform mold remediation or assessment services. Review each provider’s profile to learn more about the licenses Google has verified.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*
    • IICRC certification**

**Professionals with this certification may need additional licenses to repair water damage issues.

Window cleaning

Window cleaning professionals clean windows, mirrors, skylights, and gutters, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

Window repair

Window repair professionals install and repair widows and may also service skylights, doors, and other types of glass, among other services.
  • Background check requirements:
    • Business check
    • Owner check
  • Insurance requirements:
    • General liability insurance
  • License requirements:
    • Business license on state level*
    • Owner license on state level*

*In some areas, attorneys are not required to carry malpractice insurance.

* = where applicable by state law. Google encourages you to review each provider’s profile to learn more about the licenses it has checked.

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.

Service providers from Networx

Providers that come from Networx have gone through Networx’s screening process. Learn more on the Networx website.

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