Service Category Eligibility
Google Local Services Ads are available to businesses in specific service categories. The program was originally built around home services (HVAC, plumbing, electrical, roofing, locksmith, carpet cleaning, house cleaning, pest control, garage door, window cleaning, and related trades). It has since expanded to include professional services (law firms, financial advisers, real estate agents, mortgage brokers), health services (dentists, chiropractors in some markets), and a growing list of additional categories.
Not every category is active in every market. A category that is available in Los Angeles may not yet be available in a smaller city. The best way to confirm whether your specific category and location qualify is to start the Google Local Services Ads registration process, which will tell you immediately whether your combination of category and location is currently supported.
Geographic Requirements
LSA is currently available in the United States, Canada, the United Kingdom, and a number of other countries. Within a given country, availability varies by market. Businesses must have a verifiable physical address in the service area they want to cover. Online-only businesses and businesses that do not serve customers in a fixed geographic area typically do not qualify.
Verification Requirements
To participate in LSA, your business must pass Google’s verification process. Requirements vary by category but generally include:
Background checks: Owners and key employees must pass background checks. The scope of the check (criminal history, identity verification) depends on the category. Google uses a third-party provider for background checks.
Insurance: Businesses must provide proof of general liability insurance that meets minimum coverage requirements. The certificate must name the business correctly and be current. Some categories require additional insurance types.
Licenses: Certain categories require a valid business license, contractor’s license, or professional credential. The specific requirements depend on your category and the state in which you operate. Licensed professions (law, finance, real estate) have category-specific credential requirements.
Documentation requirements are subject to change, and Google reviews submissions individually. PX Media reviews requirements for each client’s specific category and location before beginning the verification process.
Google Business Profile Requirement
A verified Google Business Profile is required to run Google Local Services Ads. The profile must be claimed, verified, and accurate. The business name, address, and phone number on the Business Profile should be consistent with the information in the LSA profile. If your Business Profile has accuracy issues or has not been claimed, those need to be resolved before LSA setup can proceed.
What If Your Business Does Not Currently Qualify
If your service category is not currently supported in your market, standard Google Search campaigns are an alternative for driving inbound calls and website traffic through Google. Google continues to expand the LSA program, so categories or markets that are not currently available may become available in the future. PX Media assesses eligibility as part of our initial consultation so you know where you stand before investing time in the setup process.