To participate in Local Services Ads, all businesses must pass Google’s screening and verification process. The process varies by business category and location and may include background, business registration, insurance, and license checks, and minimum review requirements.
About background checks
In specific business categories and locations, Local Services Ads require background checks for the business, the business owner, and their field worker roster (employees, contractors, including subcontractors, or other workers who provide services in customers' homes, workplaces, or any other properties).
The background check for business owners and their field worker rosters involve identity and criminal history checks, like cross-checks against national sex offender, 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. The background check process doesn’t involve a credit check or a credit pull.
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.
Businesses that have their own dedicated background check partner and process can apply for background check equivalency verification. Any businesses that are interested in this request should reach out to their Local Services onboarding point of contact. Google will review the request and decide if both the background check partner and the process meet the Google standard.
Background check partners may send Google anonymized or aggregated data for quality control purposes.
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 laws. 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 business entity background check on behalf of the business. If a representative owns and operates more than one business operating under the same business name, the representative is required to submit a business entity background check for each location along with their business owner background check per location. 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. The background check process doesn’t involve a credit check or a credit pull.
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. 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 30 days to reapply for admission to the Google program. If a second application is also denied, you then must wait one year before reapplying.
About business registration 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' registrations.
Business registration documentation options by country
| Country | Business Registration documentation options (in local language) | Language |
| Austria |
Umsatzsteuer-ID-Nr. |
de |
| Belgium |
BTW-nummer or Ondernemingsnummer bij de Kruispuntbank van Ondernemingen |
nl |
| Numéro de TVA or Numéro d'entreprise auprès de la Banque-Carrefour des Entreprises | fr | |
| France | SIRENE / SIRET code | fr |
| Numéro de TVA | fr | |
| Attestation de régularité fiscale (formulaire n°3666-SD) | fr | |
| Extrait Kbis | fr | |
| Germany | Bescheid über die Erteilung einer Umsatzsteuer-Identifikationsnummer | de |
| Handelsregister-Nr. | de | |
| Gewerbeanmeldung-Nr. | de | |
| Ireland | VAT Tax ID | en |
| Business Registration with the Companies Registration Office (CRO) | en | |
| Utility Bill | en | |
| Italy | Visura Camerale | it |
| Partita IVA | it | |
| Spain | CIF / NIF Intracomunitario | es |
| Número de IVA | es | |
| Switzerland | Unternehmens-Identifikationsnummer (for example, CHE-123.456.789 MWST) | de |
| Numéro IDE (for example, CHE-123.456.789 TVA) | fr | |
| Numero d’identificazione delle imprese (for example, CHE-123.456.789 IVA) | it | |
| United Kingdom | VAT Tax ID | en |
| CRN from the Companies House Registry | en | |
| Utility Bill | en |
About insurance checks
For business 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.
Uploading guidelines for insurance (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. If different, attach additional documentation such as a Doing Business As (DBA) document, proving the affiliation.
- The business address listed must cover the service area you want to advertise in.
- The general liability insurance amount must be equal to or greater than the amount required, depending on your business category and location. The amount required will be displayed on the insurance upload screen on your business verification dashboard.
- In the United States and Canada, the best document to provide is a valid Certificate of Insurance that includes a signature. Be sure the name on your insurance matches the name you’ve used to sign up for Local Services Ads. If your insurance is under a different name, provide a Doing Business As (DBA) document.
- The document must be signed.
- A policy number must be displayed.
- The document must be legitimate and non-editable.
Uploading guidelines for insurance (Europe):
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. Google validates these licenses against the state or country databases.
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 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.
About review requirements
Most businesses are required to have reviews associated with their ads before going live. Minimum review requirements depend on the category your business is signing up for.
Requirements by category for France businesses
Appliance repair
An appliance repair professional is a service provider that works on the maintenance, repair, and installation of appliances, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Carpenter
A carpenter is a service provider that works on cabinetry, decking, drywalling, shelving, and remodeling, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- license requirements:
- Business license on a country level*
Carpet & Upholstery cleaning
A carpet and upholstery cleaning professional is a service provider that cleans and maintains carpet, flooring, and furniture upholstery, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Countertop services
A worktop professional is a service provider that works on kitchen and bathroom worktops, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Electrician
An electrician is a service professional that works on the installation, maintenance, and repair of electrical systems, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Fencing services
A fencing professional is a service provider that works on fence design, installation, repair, and maintenance, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Flooring services
A flooring professional is a service provider that works on floor installation, repair, sanding, and refinishing, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country 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.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Garage door
A garage door professional is a service provider that works with overhead and garage door systems, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
General contractor
A general contractor is a service provider that provides material and builds services necessary for building construction.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Handyman
A handyman is a service provider who is widely skilled in repairs focused on home improvement, fixes, or enhancements.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Home inspector
A home inspector assesses the safety and condition of a property, usually in the home services sector.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
House cleaning
House cleaning professionals perform standard or deep cleans on homes, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
HVAC
An HVAC professional installs, maintains, and repairs furnaces and central air conditioning systems, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Junk removal
Junk removal professionals remove and dispose of or donate appliances, waste, furniture, or other items.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Landscaping services
A landscaping professional is a service provider that designs, installs, and maintains gardens and landscapes, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Lawn care
Lawn care professionals maintain lawns including installation, and maintenance such as weed control, mowing, and seeding among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Pest control
Pest control professionals inspect and remove various types of pests including bugs, rodents, and wildlife among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Plumber
Plumbers are service professionals who deal with pipes, drains, sewers and the appliances in your home that connect to these systems.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Pool cleaner
Pool cleaners provide pool cleaning services, upkeep, and hygiene maintenance.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Pool contractor
Pool contractors provide pool remodeling, repairs, and additional installation services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Removals
Removal professionals pack, move, store, and unpack belongings among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Roofing
Roofing professionals install, repair, and maintain the shingles, gutters, and venting on your roof, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Siding services
A siding professional is a service provider that installs, repairs, maintains, remodels, and removes siding, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Snow removal
Snow removal service providers ensure that snow is removed from public or private roads and roadways for safe travel after a snowfall.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Tree service
Tree service professionals plant, remove, and maintain trees, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Water damage services
Water damage professionals clean and inspect water damage issues such as mold, sewage, and paint damage, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Window cleaning
Window cleaning professionals clean windows, mirrors, skylights, and gutters, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
Window repair
Window repair professionals install and repair widows and may also service skylights, doors, and other types of glass, among other services.
- Business registration requirements:
- Business check
- Insurance requirements:
- Public liability insurance
- License requirements:
- Business license on a country level*
* = where applicable by country law. Google encourages you to review each provider’s profile to learn more about the licenses it has checked.
