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How providers qualify for Local Services ads

To help give peace of mind when booking a provider through Local Services, Google requires all guaranteed providers (and each provider’s field workers) to undergo a series of screening procedures, including background checks, verification of insurance and licenses, online reputation audits, and interviews, to the extent permitted by applicable law.

How Google screens Local Services advertisers

Background checks

All Google Guaranteed providers undergo background checks by Pinkerton Consulting and Investigations, Inc., a third-party risk management and security company.

Background checks include inquiries about the validity of each provider’s Social Security number and criminal history (including cross-checks against national sex offender, terrorist, and sanctions registries). In addition, each provider’s company is checked for applicable trade licenses, insurance, and civil litigation history (including judgments and liens from federal and state courts).

You can read more about the requirements in our Policy Center.

License checks

Local Services providers are required to hold certain licenses issued by the state, city, or county, where applicable. Google checks the most pertinent licenses applicable to each type of provider (when available), but additional licenses for certain types of services may not be checked by Local Services.

Google encourages you to review each provider’s profile to learn more about the business-level licenses it has reviewed.

Insurance checks

Each provider's business must carry insurance coverage for work performed. 

Note: Tutors aren't required to carry insurance coverage.

Advanced verification

All locksmith, garage door, towing, and auto glass repair businesses (including those businesses that don’t have the Google Guaranteed badge) also undergo Google’s advanced verification screening. The advanced verification process combines internal signals, and publicly available data such as state and professional license registrations. At the company level, the check includes inquiries into business registration validity, evidence of fraudulent or misleading behavior, and where applicable, professional license validity.

Reputation assessment

Google wants to connect you with high-quality, recommended, and trusted providers. That’s why we also research the online reputations of each Local Services provider before they are listed in Local Services on Google Search.

Google also continues to collect ratings and reviews from people who hired Local Services providers. As described in our Policy Center, serious or repeatedly negative customer feedback may result in lower rankings (including not showing at all).

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