To participate in some Google programs, a business must pass Google’s screening and qualification process for their business category. This screening process is free for businesses that want to participate. The process varies by category but may include background checks, insurance, and license checks.
To see if Local Services is available in your area, check out the signup page.
About background checks
The background check involves identity and criminal history checks, like cross-checks against national sex offender and terrorist or sanctions registries in the US. At the company level, the process includes civil litigation history, like judgments and liens from federal and state courts in the US.
Businesses are not charged for the background check.
Who performs the background checks
Background checks are performed by local background check partners. Background check results remain strictly confidential between the business and background check partner. Businesses should contact the local background check partner with questions about the information checked, time period covered, appeals, and more.
Background check partners may send Google anonymized or aggregated data for quality control purposes.
Google publishes general eligibility criteria for the Local Services ads program and your obligations during the background check process. For more information, please see our advertising policies.
How background checks are conducted
Before running any background checks, the background check partner will give each individual the opportunity to review the necessary disclosures under state, federal, county, country, or provincial law(s). The background check partner will also ensure that each individual agrees to the terms before conducting the checks. The disclosures and terms allow background check partners to conduct the checks for the Google program and any follow-up checks in the future. Our background check partners are trusted vendors who have undergone strict data security audits and take care to protect each individual’s privacy.
Who is checked
An authorized representative (business owner or manager) must complete the background check on behalf of the business. In applicable categories, the representative will provide Google’s background check partner a list of service professionals who must also complete the background check process.
Furthermore, the following people will be checked:
- All owners of the business must complete a criminal background check. This background check involves identity and criminal history checks.
- If your business is in an applicable category, every employee, independent contractor, temporary worker, contingent worker, vendor, or other worker (service professionals) who will perform core services for the customer must complete a background check. Office managers, clerical workers, customer support representatives, or others that don’t service customers directly don't need to complete background checks. This background check involves identity and criminal history checks.
What happens if you fail a background check
Businesses that fail the background check process are not eligible to participate in the Google program to which they applied. Please note that the business or its workers can always contact background check partners to identify any errors, inaccuracies, or otherwise respond to background check results. After resolving any errors or inaccuracies and receiving a final decision of disqualification a business must wait an additional thirty (30) days to reapply for admission to the Google program. If a second application is also denied, you then must wait one (1) year before reapplying.
About business entity checks
Depending on the country, Google verifies that businesses are registered according to relevant laws and regulations governing a given country. Businesses must provide Google proof of their business registration by uploading relevant documents, providing registration numbers, by attestation, or other means. Google will make best efforts to verify the validity of each business' registration(s).
About insurance checks
For categories that require general liability insurance, businesses are required to submit their certificate of insurance. The minimum insurance amount required depends on the category and location.
About license checks
Depending on the country, Google verifies that businesses hold applicable state, provincial and/or country-level licenses for businesses and owners/managers, to the extent possible. The licenses Google has verified for each business are displayed on their provider profile.
Businesses must also confirm that they hold applicable county-, city-, and province-level licenses, and that all service professionals are appropriately licensed.
About Advanced Verification
For some business categories, advertisers will be required to complete Advanced Verification in order to prevent fraudulent businesses from advertising on Google using false identities. The Advanced Verification process combines a review of your Google Ads account (if applicable), publicly available data, and video interviews conducted by Google. The check includes inquiries into business registration validity, and evidence of fraudulent or misleading business practices.
Requirements by category for US businesses
Architect
Architects provide architectural design, architectural engineering, site planning, 3D rendering, site planning, and home building, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Appliance repair
An appliance repair professional is a service provider that works on the maintenance, repair, and installation of appliances, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Auto glass
An auto glass professional is a service provider that repairs cracked car windows, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Bankruptcy lawyer
Bankruptcy law professionals provide advice and guidance for matters such as chapter 7, 11, and 13 bankruptcy, foreclosure, debt resettlement, personal, agricultural, and corporate bankruptcy, and repossession, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- Malpractice insurance where required by law
- License requirements:
- State bar license checks for each bankruptcy lawyer in the firm
Business lawyer
Business law professionals provide advice and guidance for matters such as business litigation, business transactions, business formation, commercial contracts, partnership agreements, and shareholder disputes, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- Malpractice insurance where required by law
- License requirements:
- State bar license checks for each business lawyer in the firm
Car repair
A car repair professional is a service provider that works on the maintenance and repair of car engines and auto bodies, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Carpenters
A carpenter is a service provider that works on cabinetry, decking, drywalling, shelving, and remodeling, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Carpet & Upholstery cleaning
A carpet and upholstery cleaning professional is a service provider that specializes in the cleaning and maintenance of carpet, flooring, and furniture upholstery, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Contract lawyer
Contract law professionals provide advice and guidance for matters such as contract disputes, contract negotiation, contract review, partnership agreements, non-disclosure agreements, and commercial contracts, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- Malpractice insurance where required by law
- License requirements:
- State bar license checks for each contract lawyer in the firm
Countertop services
A countertop professional is a service provider that works on kitchen and bathroom countertops, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Criminal lawyer
Criminal law professionals provide advice and guidance for matters such as domestic violence, drug possession, felonies, federal crimes, petty crimes, and restraining orders, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- Malpractice insurance where required by law
- License requirements:
- State bar license checks for each criminal lawyer in the firm
Disability lawyer
Disability law professionals provide advice and guidance for matters such as short and long-term disability, SSA applications, appeals, and benefits, supplemental security income, veteran’s disability, and worker’s comp, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- Malpractice insurance where required by law
- License requirements:
- State bar license checks for each disability lawyer in the firm
DUI lawyer
DUI law professionals provide advice and guidance for matters such as driving under the influence (DUI) and reckless driving, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- Malpractice insurance where required by law
- License requirements:
- State bar license checks for each DUI lawyer in the firm
Electrician
An electrician is a service professional that works on the installation, maintenance, and repair of electrical systems, among other services.
Note: The electrician category is considered an urgent category because consumers will often call an electrician for time-sensitive, urgent need (exposed wiring, critical electronic failure, etc.).
For this reason, electricians undergo an additional level of screening, including service professional background checks.
- Background check requirements:
- Business check
- Owner check
- Service professional check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Estate lawyer
Estate law professionals assist clients in drafting and implementing legal documents, including wills, trusts, and deeds and provide advice and guidance for matters such as probate, guardianship, and power of attorney.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- Malpractice insurance where required by law
- License requirements:
- State bar license checks for each estate lawyer in the firm
Event planners
An event planner organizes and coordinates events, such as weddings and parties, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Family lawyer
Family law professionals provide advice and guidance for matters such as adoption, child support, divorce, guardianship, prenups & marital agreements, spousal support, and property division, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- Malpractice insurance where required by law
- License requirements:
- State bar license checks for each family lawyer in the firm
Fencing services
A fencing professional is a service provider that works on fence design, installation, repair, and maintenance, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Financial planners
A financial planner helps organize and optimize finances and plan for retirement and other financial goals.
- Background check requirements:
- Business check
- Owner check
- Professional check
- Insurance requirements:
- General liability insurance
- License requirements:
- License checks for each financial planner in the firm
Flooring services
A flooring professional is a service provider that works on floor installation, repair, and sanding, and refinishing, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Foundations services
A foundations professional is a service provider that works on installing, raising, repairing, maintaining, and waterproofing basements, crawl spaces, and other foundations, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Garage door
A garage door professional is a service provider that works with overhead and garage door systems, among other services.
Note: The garage door category is considered an urgent / duress category because consumers will often call a garage door provider for time-sensitive, urgent need (garage door won’t open or close).
For this reason, garage door providers undergo an additional level of screening, including service professional background checks, and Google’s Advanced Verification screening process.
- Background check requirements:
- Business check
- Owner check
- Service professional check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
House cleaning
House cleaning professionals perform standard or deep cleans on offices or homes among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
HVAC
An HVAC professional installs, maintains, and repairs furnaces and central air conditioning systems, among other services.
Note: The HVAC category is considered an urgent category because consumers will often call an HVAC for time-sensitive, urgent need (heater is broken in freezing temperatures).
For this reason, HVAC professionals undergo an additional level of screening, including service professional background checks.
- Background check requirements:
- Business check
- Owner check
- Service professional check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Immigration law
Immigration law professionals provide advice and guidance for matters such as asylum, visa applications, green cards, citizenship, naturalization, deportation, and employment for non-citizens.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- Malpractice insurance where required by law
- License requirements:
- State bar license checks for each immigration lawyer in the firm
Interior designer
Interior designers are professionals that offer interior home design, interior decorating, landscaping design, room planning, window design, door design, and room planning among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
IP lawyer
IP law professionals provide advice and guidance for matters such as copyright, franchises, IP strategy, licensing, patents, trademarks, trade secrets, and technology transfer, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- Malpractice insurance where required by law
- License requirements:
- State bar license checks for each IP lawyer in the firm
Junk removal
Junk removal professionals remove and dispose of or donate appliances, waste, furniture, or other items.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Labor lawyer
Labor law professionals provide advice and guidance for matters such as employment contracts, sexual harassment, unpaid overtime, whistleblowing, and wrongful termination, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- Malpractice insurance where required by law
- License requirements:
- State bar license checks for each labor lawyer in the firm
Landscaping services
A landscaping professional is a service provider that designs, installs, and maintains gardens and landscapes, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Lawn care
Lawn care professionals maintain lawns including installation, and maintenance such as weed control, mowing, and seeding among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Litigation lawyer
Labor law professionals provide advice and guidance for matters such as case assessment, civil, commercial, and criminal litigation, mediation, and settlement, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- Malpractice insurance where required by law
- License requirements:
- State bar license checks for each litigation lawyer in the firm
Locksmith
A locksmith is a service professional that works with locks, keys, and security systems among other services.
Note: The locksmith category is considered an urgent / duress category because consumers will often call a locksmith for time-sensitive, urgent need (locked out of home, car, or office).
For this reason, locksmiths undergo an additional level of screening, including service professional background checks, and Google’s Advanced Verification screening process.
- Background check requirements:
- Business check
- Owner check
- Service professional check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Malpractice lawyer
Malpractice law professionals provide advice and guidance for matters such as medical malpractice, diagnosis errors, treatment errors, and medical negligence, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- Malpractice insurance where required by law
- License requirements:
- State bar license checks for each malpractice lawyer in the firm
Moving
Moving professionals pack, move, store, and unpack belongings among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Personal injury lawyer
Personal injury law professionals provide advice and guidance for matters such as assault & battery, auto, bicycle, and motorcycle accidents, dog bites, injury from DUI, product liability, and wrongful death, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- Malpractice insurance where required by law
- License requirements:
- State bar license checks for each personal injury lawyer in the firm
Pest control
Pest control professionals inspect and remove various types of pests including bugs, rodents, and wildlife among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Pet boarding
Pet boarding professionals care for pets overnight. Some may offer additional services, including grooming among other services.
Note: The pet boarding category is considered a sensitive category because professionals may stay the night at a consumer’s home.
For this reason, pet boarders undergo an additional level of screening, including service professional background checks.
- Background check requirements:
- Business check
- Owner check
- Service professional check
- Insurance requirements:
- N/A
- License requirements:
- Business license on state level*
- Owner license on state level*
Pet grooming
Pet grooming professionals clean and groom pets among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Photographers
Photographers are professionals that offer individual or event photography, among other services.
Note: The photography category is considered a sensitive category because professionals may work with children.
For this reason, photographers undergo an additional level of screening, including service professional background checks.
- Background check requirements:
- Business check
- Owner check
- Service professional check
- Insurance requirements:
- N/A
- License requirements:
- Business license on state level*
- Owner license on state level*
Plumber
Plumbers are service professionals who deal with pipes, drains, sewers and the appliances in your home that connect to these systems. Sometimes they may also service gas or other services.
Note: The plumbing category is considered an urgent category because consumers will often call a plumber for time-sensitive, urgent need (such as hot water outage).
For this reason, plumbing professionals undergo an additional level of screening, including service professional background checks.
- Background check requirements:
- Business check
- Owner check
- Service professional check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Real estate agents
Real estate agents help buy, sell, or rent property.
- Background check requirements:
- Business check
- Owner check
- Professional check
- Insurance requirements:
- General liability insurance
- License requirements:
- License checks for each real estate agent in the firm
Real estate lawyer
Real estate law professionals provide advice and guidance for matters such as residential and commercial real estate, encroachment, foreclosure, neighbor and HOA disputes, property damage, purchase agreements, trespassing, and title services, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- Malpractice insurance where required by law
- License requirements:
- State bar license checks for each real estate lawyer in the firm
Roofing
Roofing professionals install, repair, and maintain the shingles, gutters, and venting on your roof, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Siding services
A siding professional is a service provider that installs, repairs, maintains, remodels, and removes siding, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Tax specialist
Tax specialists are professionals that offer tax planning, tax preparation, tax filing, and IRS audit representation, among other services.
- Background check requirements:
- Business check
- Owner check
- Professional check
- Insurance requirements:
- General liability insurance
- License requirements:
- License checks for each tax specialist in the firm
Traffic lawyer
Traffic law professionals provide advice and guidance for matters such as parking tickets, reckless driving, speeding tickets, traffic tickets, and suspended license, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- Malpractice insurance where required by law
- License requirements:
- State bar license checks for each traffic lawyer in the firm
Tree service
Tree service professionals plant, remove, and maintain trees, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Videographer
Videographers are professionals that offer video production and video editing, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Water damage services
Water damage professionals clean and inspect water damage issues such as mold, sewage, and paint damage, among other services.
Professionals in some states may need additional licenses to perform mold remediation or assessment services. Review each provider’s profile to learn more about the licenses Google has verified.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
- IICRC certification**
**Professionals with this certification may need additional licenses to repair water damage issues.
Window cleaning
Window cleaning professionals clean windows, mirrors, skylights, and gutters, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
Window repair
Window repair professionals install and repair widows and may also service skylights, doors, and other types of glass, among other services.
- Background check requirements:
- Business check
- Owner check
- Insurance requirements:
- General liability insurance
- License requirements:
- Business license on state level*
- Owner license on state level*
* = where applicable by state law. Google encourages you to review each provider’s profile to learn more about the licenses it has checked.
