Local Services Ads Verification and Profile Quality: What to Fix First

The barrier to entry for Local Services Ads (LSA) is what makes them valuable.

Any amateur can run a Google Search Ad in 5 minutes. But getting the Green Checkmark (Google Guaranteed) requires passing a vetting process. This filters out the fly-by-night competitors.

If you are stuck in "Pending Verification," you are losing market share. Here is how to unstick the process.

The Verification Gauntlet

1. Proof of Insurance (General Liability)

• Requirement: Policy number, amount (must meet minimums, usually $250k), and expiration date.
• The Trap: The business name on the COI (Certificate of Insurance) must match your LSA profile name exactly. Buying insurance as "Bob Smith" and verifying as "Smith Plumbing LLC" causes a rejection.

2. Licenses

• Requirement: State or County trade license.
• The Trap: Using an expired license or a license held by an employee who left. The license holder must be connected to the business.

3. Background Checks

• Requirement: Owners and (sometimes) field workers must pass a background check.
• The Provider: Google uses third parties (Evident, Pinkerton).
• The Delay: This takes 1-5 weeks.
• Action: Check your email (and spam) daily for "Action Required" links from the background check company. If you don't click the link, the process stalls forever.

Profile Quality Score

Once verified, you are competing with other verified pros. How do you win?

1. Review Volume

LSA displays your review count prominently. If you have 5 reviews and the other guy has 500, the badge won't save you.

• Strategy: Sync your LSA with your GBP so reviews flow automatically.

2. Photos

Allowable photos:

• Team photos (Faces build trust).
• Wrapped trucks.
• Completed work.
• Not Allowed: Logos (mostly), Text-heavy graphics, Stock photos.

3. Bio & Highlights

Select the "Highlights" that matter: "Locally Owned," "24/7 Service," "Certified Professionals."

Common Rejection Reasons

1. Address Mismatch: Your background check address is different from your business address.
2. Category Error: You applied as a "GC" but your insurance says "Handyman."
3. Silence: Failing to reply to the verification support email.

Verification Checklist

• COI Updated: Does the name match exactly?
• Emails Checked: Have you searched for "Google Local Services" in your inbox?
• Portal Login: Have you logged into the onboarding portal to see which specific step is red?

Common Mistakes

[!WARNING] Ghosting the Background Check The #1 reason for delay is the business owner forgetting to submit their SSN to the background check partner. Google does not do this part; the partner does. Watch for the email.

• Letting Insurance Lapse: If you renew your insurance, upload the PDF the same day. Do not wait for Google to pause your ads.
• Ignoring "Advanced Verification": In some niches (Locksmiths, Garage Doors), Google requires tougher video verification to fight spam.

FAQ

Q: Does it cost money to apply? A: No, application is free. You only pay for leads once live.

Q: Can I run LSA without a background check? A: In some categories (professional services like Lawyers), requirements differ. For home services (entering people's homes), background checks are mandatory.

Sources and References

1. Google LSA Help: Verification Requirements by Category - Official List
2. Evident: Identity Verification FAQ - Explaining the check process.

Changelog

• 2024-04-14: Initial publication.

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Read Next in This Hub:

• LSA No Leads Fix - Once you are live.
• GBP Suspended - Don't easier said than done.

Related System:

• Proof and Trust - Building the reviews you need.