Local Services Ads
Local Services Ads stuck in verification: what Google checks, who has to do it, and how long it really takes
Local Services Ads put your business above the regular Google ads, with a badge and a call button, and you pay per lead instead of per click. Before any of that, every business has to pass Google's screening and verification, and that is where most owners get stuck: a name that does not match, an insurance certificate about to expire, a technician who never finished a background check. This guide follows Google's own help pages step by step.
Messages this guide covers: Google Verified
, Business Verification
, Proof of Insurance
, Background check
, Business Profile
, Suspended
.
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First: the badge changed
Google has replaced the old Google Guaranteed and Google Screened badges with one badge. On its Google Verified badge page, Google says it is "simplifying our advertiser badging by launching a single badge for all advertisers". New advertisers "will need to successfully complete the Local Services screening and verification process in order to get the Google Verified badge", and existing advertisers "will automatically earn the new Google Verified badge".
The money-back guarantee is gone. Google "will be discontinuing the Money Back Guarantee associated with the Google Guarantee badge". Reimbursement requests only apply to services booked through Local Services Ads before December 7, 2025, and must be submitted within 30 days of the service. If a competitor or an old article promises customers a Google guarantee, it is out of date.
What Google checks
Google's screening and verification page: "all businesses must pass Google's screening and verification process. The process varies by business category and location." Your dashboard shows which checks apply to you. In the US they can include:
| Check | What Google asks for | Where owners get stuck |
|---|---|---|
| Google Business Profile | The person completing the checks must own or manage the matched profile | A former agency or employee owns the profile. Google says this step can take up to 24 hours to show as done. |
| Business registration | Your D-U-N-S number, or else Secretary of State registration, an EIN from the IRS, or Department of Revenue registration | No D-U-N-S number yet. Google notes the application can take up to 30 days. |
| Business representative | An identity check by Google's partner Evident, with "a clear unexpired government-issued photo ID" | The representative's name and the legal business name are not an exact match. |
| Background checks | All owners, plus every worker "who will perform core services for the customer", including contractors and temporary workers | One technician never completes it. Google says office staff and customer support "don't need to complete background checks". |
| Licenses | State-level licenses for your category, which Google "validates ... against the state or country databases" | The license is under a different name, or has expired. |
| Insurance | Proof of insurance with a policy number | The name, address or coverage amount does not match, or the document expires within 14 days. |
Per Google, background checks cost the business nothing and do not involve a credit check. In the US they include identity and criminal history checks and cross-checks against national sex offender, terrorist and sanctions registries. The category-by-category list of insurance and license requirements is on Google's US requirements page.
How long it takes
Google's US requirements page: "On average, this process takes 3–4 weeks to complete after submitting your documents." Add up to 30 days if you still need a D-U-N-S number.
If a background check fails, Google says the business must wait 30 days to reapply, and 180 days after a second denial. That is the strongest reason to check every name and document before you submit.
Some US advertisers are asked for extra, risk-based verification after they start. Google gives them 14 days to complete the additional steps "to keep their ad serving".
Insurance documents that pass
From Google's guidelines for North America:
- "The document must be active and valid for at least 14 days after the time of submission."
- "The name on the documentation must match the name you want to advertise with."
- "A policy number must be displayed."
- "The business address listed must cover the service area you want to advertise in."
- "The insurance amount must be equal to or greater than the amount required" for your category.
- "The document must be legitimate and non-editable."
Per Google's upload instructions, documents go in the dashboard under Business Verification: next to Proof of Insurance, click Submit document. Licenses are added with Add details: business name, license number and expiration date.
Verified, but no leads?
Google's list of reasons Local Services Ads don't run, with what to check:
- The account is inactive or the ad is off. The ad must be toggled on, and Google says if "you're listed as not taking customers, your ad won't show".
- Account or billing issues. "Your ads won't run until these issues are resolved."
- Budget. Your monthly budget is your average daily budget multiplied by 30.4. A small budget means few leads.
- Settings that are too narrow. "Overly restrictive settings may prevent your ads from being shown", for example a small service area or few job types.
- Reviews. Google's ranking page: "serious or repeatedly negative customer feedback may result in lower rankings (including not showing at all)."
- Suspension. Google sends an in-account and an email notice, and accounts related to a suspended one may be suspended too, per its suspension page.
- Missed re-verification. Google warns it "may result in the loss of their badge, a pause on their ads, or account suspension".
What to do today
- List the open checks. Open the Local Services dashboard and write down every check that is not done.
- Make the name identical everywhere. Google Business Profile, D-U-N-S, license, insurance and the name you advertise with.
- Check the insurance dates. Renew first if the certificate expires within the next month.
- Chase the background checks. Send the link to every owner and every field worker, and keep a list of who has finished.
- Put renewals in the calendar. Each license and insurance renewal date, so the badge is not lost later.
- Once verified, answer leads the same day. And ask for reviews: ranking depends on them.
How Local Services Ads compare with regular Search ads, and how to track their calls, is covered on diwizi.com: Local Services Ads vs Google Search Ads and call tracking for Local Services Ads. For home service businesses running both, see home services PPC.
Official sources used in this guide
- https://support.google.com/localservices/answer/16498018?hl=en
- https://support.google.com/localservices/answer/6226575?hl=en
- https://support.google.com/localservices/answer/12174778?hl=en
- https://support.google.com/localservices/answer/11455354?hl=en
- https://support.google.com/localservices/answer/12491365?hl=en
- https://support.google.com/localservices/answer/13361214?hl=en
- https://support.google.com/localservices/answer/6230381?hl=en
More guides for when something breaks
Questions people ask before hiring
Is Local Services Ads the same as Google Ads?
No. It is a separate product with its own dashboard, paid per lead rather than per click. Many home service businesses run both, because regular Search ads cover searches and services Local Services Ads does not.
How long does Local Services Ads verification take?
Three to four weeks on average after you submit your documents, according to Google's US requirements page, plus up to 30 days for a D-U-N-S number if you do not have one.
Does my office manager need a background check?
No. Google says office managers, clerical workers and customer support staff who don't service customers directly don't need one. Owners and every worker who performs the service do.
Is there still a Google Guarantee for my customers?
No. Google discontinued the money-back guarantee when it moved to the single Google Verified badge. Services booked before December 7, 2025 could still be claimed within 30 days of the service.
What happens if a background check fails?
Google says the business must wait 30 days to reapply, and 180 days after a second denial. Check names and documents carefully before submitting.
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