Google Local Services Ads (LSA) require an additional verification step beyond standard Google Ads. Google collects, reviews, and approves these documents directly — we submit them on your behalf.
Documents required by Google for LSA
Certificate of Insurance (COI) — must be current (not expired) and show general liability coverage at minimums Google specifies for your trade
Contractor's license — the license number and issuing state/authority for your trade
Business tax ID (EIN)
Background check consent — Google runs a background check on the business owner as part of LSA approval
Insurance renewal: Send us your updated COI before your current one expires. If your COI expires while campaigns are running, Google may pause your LSA listing until a valid COI is on file.
How to send us your documents
Email [email protected] with the documents attached. If you're renewing your COI, use the subject line "COI Renewal — [Your Business Name]" so we can process it quickly.
Standard Google Ads verification vs. LSA
Standard Google Ads (search/display) does not require the same documents. LSA is a separate, more stringent verification because Google displays your listing with a "Google Screened" or "Google Guaranteed" badge — Google is putting its own name behind you.
What happens after documents are submitted
Google reviews the submitted documents (typically 1–5 business days)
If approved, your LSA listing goes live in the specified service area
If declined, we'll relay Google's feedback and coordinate with you on next steps
Important: LSA lead billing is handled entirely by Google — not by My Local Ads. See our article on Lead Billability for the difference between Pay-Per-Lead and LSA billing.