How providers qualify for Local Services Ads

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.

How Google screens Local Services businesses that advertise directly on our platform

Local Services businesses that advertise directly with Google undergo screening procedures that vary by category and region but may include license, insurance, and background checks. You can recognize these providers because their profiles have a note that says they have passed Google’s screening and verification process for the particular category in which they’re advertising.

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Background checks

Business owners, and in some cases, service professionals, 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 check
  • Business owner background check
  • Service professional background check

Read more about the requirements in our policy for Local Services Ads.

Third-party background check equivalency verification

In some instances, when a business owner background checks their service professionals in a way that meets Google’s standards, the business owner can apply for background check equivalency verification. If approved by Google, those service professionals can respond to Local Services leads without being additionally screened by Google’s background check providers.

License checks

Google verifies that advertisers hold applicable state, provincial and/or country-level licenses for businesses and owners or managers, to the extent practical, and confirms 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, which 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).

Read more about the screening and verification process

How providers from partner affiliate networks are screened

Some Local Services businesses don’t advertise directly with Google, but instead are 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.

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