What Are the Requirements for Google Local Service Ads for Plumbing and HVAC Companies?
One of the most common questions plumbing businesses and HVAC business owners ask is simple: What do I need to get approved for Google Local Service Ads?
Google Local Service Ads are not the same as traditional Google Ads, traditional search ads, or other paid ads across different marketing channels. They come with a strict verification process, especially for service-based businesses in home services like plumbing services and HVAC services.
This complete guide breaks down the exact Google Local Service Ads requirements for plumbing and HVAC companies. It is based on proven, hands-on experience helping plumbing and HVAC companies get approved and reach the very top of Google search results.
When you prepare correctly, approval is faster. That leads to more qualified leads, better lead quality, more phone calls, and more local customers from high-intent potential customer searches.
How Google Verifies Plumbing and HVAC Companies for Local Service Ads
Google treats plumbing and HVAC as high-trust categories. These are often emergency services. Homeowners need help now, not later.
Because of this, Google requires verification before your local service ads can appear in search results. This happens during the Google Local Service Ads onboarding process inside your Google Ads account.
Google reviews your business information, confirms your business license, and validates your business as a legitimate service provider. Most verification delays happen because required details are missing or inconsistent, not because the business is unqualified.
Once verified, your service ads can display with the Google Guaranteed badge, helping you stand out from traditional ads, organic listings, and even organic search results.
Requirement #1: Background Check for Owners and Field Technicians
The first requirement is a background check. Google requires background checks for business owners and all field technicians who appear in Google LSAs.
Each individual completes their background check using a mobile phone. IDs are uploaded digitally, and Google uses a third-party provider to process the check.
This step is straightforward. However, larger teams take longer. More technicians mean more background checks. That can affect approval timelines and early lead volume.
Requirement #2: A Valid, Up-to-Date Certificate of Insurance
Google also requires proof of insurance before approving Google Local Service Ads. This is a common place where plumbing businesses and HVAC contractors get stuck.
Your insurance must match your Google Business Profile exactly. That includes business name, address, and coverage dates. Expired insurance is rejected immediately.
Accurate details matter for local search, Google Local, and long-term local SEO performance. Even small mismatches can delay verification and reduce early lead volume.
Requirement #4: Minimum Google Business Profile Reviews
A verified Google Business Profile with positive reviews is required. Accounts with zero reviews often stall during verification.
In practice, approval may happen with five reviews, sometimes fewer, sometimes more. The key is having an established business profile with real Google reviews from satisfied customers.
Reviews are also critical after approval. They are one of the most visible trust signals in Google Local Service Ads. More positive feedback leads to better conversion rates, more customer contacts, and more high-quality leads.
Google outlines approved ways to request customer reviews, including when and how to ask without violating policy. Following these guidelines helps businesses build review volume safely while protecting their profile from penalties.
Common Issues That Can Delay Google Local Service Ads Approval
Even when requirements are met, some issues still cause delays.
Common problems include:
- a mismatched business name
- an incorrect business description
- disconnected Google Business Profile, or
- using different emails across platforms
These technical issues prevent service ads from appearing in Google search results, even when everything else is in place. Resolving them quickly protects your momentum and early lead quality.
How Long Does Google Local Service Ads Verification Take
Verification timelines have improved. Many service providers now see approval in two to three days.
Larger teams take longer due to more background checks. Seasonal businesses may also experience delays during high-demand periods.
Overall, timelines are much faster than in previous years, especially compared to traditional ads or traditional Google Ads onboarding.
Getting Approved for Google Local Service Ads Without Delays
Approval comes down to preparation. You need four things ready: background checks, insurance, licensing, and reviews.
When these are in place, Google Local Service Ads can outperform other marketing channels, search ads, and even organic listings for home services by driving consistent, high-intent phone calls.
If you are too busy running jobs, managing weekly budget limits, or handling ongoing optimization, Digital Harvest can help. As specialists in Google Local Service, call tracking software, and lead quality, our team helps plumbing and HVAC companies get approved faster and launch Local Service Ads the right way.
Schedule a consultation today to troubleshoot verification issues, streamline approval, and start generating more new customers, more jobs, and more phone calls from the right potential customers.