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 licenses 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 check
- Owner check
- Verified Google Business Profile (EMEA select countries only)
Business registration requirements
- Business check
- Verified Google Business Profile (EMEA select countries only)
Insurance requirements
- General liability insurance
- Professional liability insurance
- Verified Google Business Profile (EMEA select countries only)
License requirements
- Business license on state or province level
- Owner license on state or province level
- Verified Google Business Profile (EMEA select countries only)
Minimum review requirements
- Up to 5 reviews
- Verified Google Business Profile (EMEA select countries only)
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
Home services
Appliance repair
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Carpenter
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Carpet & Upholstery cleaning
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Countertop services
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Electrician
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Fencing services
A fencing professional is a service provider who works on fence design, installation, repair, and maintenance, among other services.
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Flooring services
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Foundations services
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Garage door
A garage door professional is a service provider who works with overhead and garage door systems, among other services.
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
General contractor
A general contractor is a service provider who provides material and builds services necessary for building construction.
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Handyman
A handyman is a service provider who is widely skilled in repairs focused on home improvement, fixes, or enhancements.
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Home inspector
A home inspector assesses the safety and condition of a property, usually in the home services sector.
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
House cleaning
House cleaning professionals perform standard or deep cleans on offices or homes, among other services.
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
HVAC
An HVAC professional installs, maintains, and repairs furnaces and central air conditioning systems, among other services.
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Junk removal
Junk removal professionals remove and dispose or donate appliances, waste, furniture, or other items.
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Landscaping services
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Lawn care
Lawn care professionals maintain lawns, including installation and maintenance, such as weed control, mowing, and seeding, among other services.
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Pest control
Pest control professionals inspect and remove various types of pests, including bugs and rodents.
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Plumber
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Pool cleaners
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Pool contractors
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Removals
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Roofing
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Siding services
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Snow removal
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Tree service
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Water damage services
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Window cleaning
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
Window repair
Business registration requirements
- Business check
Insurance requirements
- Public liability insurance
License requirements
- Business license on a country level*
Minimum review requirements
- One review
* = Where applicable by local law. Google encourages you to review each provider’s profile to learn more about the licenses it has checked.