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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 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 registration requirements

Insurance requirements

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

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.

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

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