You qualify for Google Local Services Ads by passing Google’s screening and verification for your trade and location, and by linking a public, verified Google Business Profile. Requirements vary by category and state, so the checklist inside your Local Services dashboard is the source of truth.
For many U.S. home service categories, Google’s help docs say screening can include identity checks, business registration checks, applicable licenses, insurance review, and background checks for owners and, when required, workers who enter homes. Google states that businesses are not charged for the background check. On average, Google says the process takes about 3 to 4 weeks after you submit documents (Business screening and verification requirements, checked Oct 26, 2026; Understand the screening and verification process, checked Oct 26, 2026).
Practical tips: use the same legal business name on licenses, insurance, and the ad account; upload a current certificate of insurance; keep licenses active for every county you serve; and finish Business Profile verification before you expect ads to serve.
Once approved, you pay per valid lead, not per click. Pair LSA with a site and call handling that can convert those leads.
See your current search and AI footprint with the free AI-visibility check.
Go deeper
Get a free AI-visibility check with a few verified, researched findings and a practical next step. Schedule a review for the full visibility check. Full breakdown: Paid Ads