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 registration requirements

Insurance requirements

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

Note: If your account is matched to an existing business on maps, you'll 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

A card representing Home Services.

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.

Background check requirements

  • Business check
  • Owner check

Insurance requirements

  • General liability insurance
  • Professional liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or 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.

Background check requirements

  • Business check
  • Owner check

Insurance requirements

  • General liability insurance
  • Professional liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or 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.
Note: The electrician category is considered an urgent category because consumers often call electricians for time-sensitive, urgent needs, such as exposed wiring and critical electronic failures.
 
For this reason, electricians undergo an additional level of screening, which includes service professional background checks.

Background check requirements

  • Business check
  • Owner check
  • Service professional check

Insurance requirements

  • General liability insurance
  • Professional liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or 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.

Note: The garage door category is considered an urgent category because consumers often call garage door professionals for time-sensitive, urgent needs, such as a garage door that won’t open or close.
 
For this reason, garage door providers undergo an additional level of screening, which includes 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
  • Professional liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or country level*

  • Minimum review requirement:

    • One review

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
  • Professional liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or country level*

  • Minimum review requirement:

    • One review

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 often call HVAC professionals for time-sensitive, urgent needs, such as a heater that's broken in freezing temperatures.
 
For this reason, HVAC professionals undergo an additional level of screening, which includes service professional background checks.

Background check requirements

  • Business check
  • Owner check
  • Service professional check

Insurance requirements

  • General liability insurance
  • Professional liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or country level*

  • Minimum review requirement:

    • One review

Rubbish removal

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

Background check requirements

  • Business check
  • Owner check

Insurance requirements

  • General liability insurance
  • Professional liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or 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.

Background check requirements

  • Business check
  • Owner check

Insurance requirements

  • General liability insurance
  • Professional liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or country level*

  • Minimum review requirement:

    • One review

Locksmith

A locksmith is a service professional who works with locks, keys and security systems among other services.

Note: The locksmith category is considered an urgent category because consumers often call locksmiths for time-sensitive, urgent needs, such as being locked out of a home, car or office.
 
For this reason, locksmiths 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
  • Professional liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or country level*

  • Minimum review requirement:

    • One review

Moving

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

Background check requirements

  • Business check
  • Owner check

Insurance requirements

  • General liability insurance
  • Professional liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or country level*

  • Minimum review requirement:

    • One review

Pest control

Pest control professionals inspect and remove various types of pests, including bugs and rodents.

Background check requirements

  • Business check
  • Owner check

Insurance requirements

  • General liability insurance
  • Professional liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or 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.
Note: The plumbing category is considered an urgent category because consumers often call plumbers for time-sensitive, urgent needs, such as a hot water outage.
 
For this reason, plumbing professionals 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
  • Professional liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or 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.

Background check requirements

  • Business check
  • Owner check

Insurance requirements

  • General liability insurance
  • Professional liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or country level*

  • Minimum review requirement:

    • One review

Tree service

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

Background check requirements

  • Business check
  • Owner check

Insurance requirements

  • Public liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or 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.

Background check requirements

  • Business check
  • Owner check

Insurance requirements

  • Public liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or country level*

  • Minimum review requirement:

    • One review

**Professionals with this certification may need additional licences 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

  • Public liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or 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.

Background check requirements

  • Business check
  • Owner check

Insurance requirements

  • Public liability insurance

Licence requirements

  • Business licence on a province and/or country level*
  • Owner licence on a province and/or country level*

  • 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.

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