Requirements for Activating LSA and Preparing Your Business
Requirements for Activating LSA and Preparing Your Business
Having your business data organized makes it easier to set up an ad account. If you're reviewing the requirements for activating LSA, start by confirming what Google requires for your category and location.
It’s a step that many contractors leave until the very end, when the campaign is already “almost ready,” and that’s when delays crop up: an expired document, a name that doesn’t match, or login credentials that no one can remember. Getting everything in order from the start prevents verification from becoming a bottleneck.
Confirm which verifications apply to you
The process may include verifications related to the business, the representative's identity, licenses, insurance, or background, depending on the situation. The applicable list must be validated in the account and in Google's current documentation. Avoid assuming that another company's requirements are the same as yours.
Google clarifies this in its own documentation: requirements vary depending on the business category and location, and verifications may be repeated at a later date. Many of the checks apply only to certain categories or users, so they are not universal.
These are the verification steps described by Google, which may or may not apply to your business:
Business Registration | In the United States, Google can use a D-U-N-S number or alternatives such as a state registration, EIN, or tax department registration. |
Google Business Profile | It must be public, verified, and linked to the account; it must also be owned by the person completing the verification process or managed by that person. |
Business Representative | For some categories, this includes confirming affiliation with the business and verifying identity using a government-issued photo ID. |
Licenses | They are checked against state databases whenever possible, and the business must have the applicable local licenses. |
Insurance | In categories where it is required, proof of insurance is requested; the minimum amounts depend on the category and location. |
Background | In selected categories, they cover the business, the owners, and the professionals who provide the service. They include identity and criminal history, but not credit history. |
For example, for most categories of home services, Google requires business and owner verification, and for urgent categories such as electricians, HVAC, plumbing, locksmiths, and garage doors, it requires additional verification of the service professionals. The important thing is that your actual listing be confirmed within your own account.
It’s also important to know who these background checks may apply to. According to Google, they include business owners, authorized representatives, and—when the category requires it—professionals who provide services directly to customers; staff who do not interact with customers, such as administrative staff, generally do not need to undergo background checks. Knowing this in advance helps you notify your team in a timely manner.
Organiza datos y accesos
Gather the business name, address, phone number, and information about the authorized representative. Verify that the information matches the requested documents and confirm access to the Google Business Profile when applicable. Before submitting files, make sure they are legible and up to date.
Consistency matters more than it seems. Google notes that names must match exactly across documents—including the representative’s name and the business’s legal name—and that if you advertise under a different trade name, you may be asked to provide additional documentation. In the case of insurance, the policy must remain in effect for at least 14 days after submission, display the policy number, and match the name of the business being advertised.
Before uploading any files, it's a good idea to review this list:
- The legal name and trade name are written the same way on all documents.
- The address and phone number are identical in the Company Profile and in the account.
- Valid licenses and insurance, with visible expiration dates.
- Legible, complete, and uncut documents.
- Access to the Company Profile and account has been confirmed, with the correct person listed as the contact.
Licensing and insurance documents are uploaded from the business verification section within the Local Services Ads account, where the type of license, business name, license number, and expiration date are specified, and the file is attached when required.
Understand What “Google Verified” Means
Google Verified is the current badge for eligible advertisers who complete the required verifications. Whether an account receives this badge is at Google's discretion. Account setup must also include services, coverage, a budget, and a designated contact person.
According to Google, the badge indicates that the business has passed its screening process, and it is not available for all industries. Additionally, an ad may appear while you complete the remaining setup steps, but the badge will only appear once you have completed all of them. If subsequent reviews are not completed, the business may lose the badge, the ads may be paused, or the account may be suspended.
That's why preparation goes beyond just the documents. Before you get started, clearly define:
- Services: What kinds of jobs do you actually take on?
- Coverage: Which areas can you reach in time?
- Budget: How much you can invest and how you'll evaluate it.
Person in Charge: Who answers calls and messages, and how quickly.
Request progress tracking by stage and avoid estimated dates
It’s a good idea to request a status update at each stage: what has been submitted, what is still pending, and what the next step is. This allows you to organize the process without assuming an approval date that hasn’t yet been confirmed.
Google provides a guideline: it states that verification typically takes about 3 to 4 weeks after submitting the documents, and that some steps, such as obtaining a D-U-N-S number, can take up to 30 days. These are general estimates, not guarantees, and your situation may differ. There are also waiting periods following certain rejections: if a background check fails, you must wait 30 days to reapply, and 180 days after a second rejection.
A simple tracking system with three columns (“Sent,” “Pending,” and “Next Action”) is usually enough to ensure that no one on the team loses track of things.
To put it another way: good preparation isn’t just about having all your paperwork in order, but about arriving at the verification stage with your business plan already in place. When the documents, access rights, and operational decisions are all ready at the same time, the process moves forward smoothly, and the campaign can get off to a solid start.
Common Mistakes When Preparing Financial Statements
- Assuming that another company's requirements are the same as yours.
- Leaving paperwork until the last minute and discovering that it's past due.
- Use a different name for each document or on each platform.
- Do not confirm who has access to the Google Business Profile.
- Activate without specifying who will respond to inquiries.
- Planning the campaign with an approval date that no one has confirmed.
Frequently asked questions
Do you need to get your account in order?
At Orbis Advisers, we help companies identify opportunities for improvement and develop digital strategies aligned with their services, market, and goals.
Request your free digital assessment (Click here)
Share this :
Ready to attract more customers and grow your business?
Be the first to receive strategies, trends, and tips to help grow your business.
Orbis Advisers. All rights reserved.