How to Sign Up for Google Guaranteed (Local Services Ads), Step by Step
What the Google Guaranteed badge is, the requirements (license, insurance, background check), and how to apply for Local Services Ads without getting lost in the process.
In this article
Google Guaranteed isn't a magic button in Maps: it's the badge you can earn if you're approved for Local Services Ads (LSA), pass verification, and meet the requirements for your trade. This guide covers who qualifies, which documents to gather, and the exact order to apply.
Guaranteed vs. Screened vs. a Google Business Profile
- Google Business Profile = your listing on Maps (free). It's not Guaranteed.
- Local Services Ads = "services near me" ads where you pay per lead.
- Google Guaranteed = the LSA badge you get once Google verifies your background, license, and insurance (depending on the category).
- Google Screened = a similar version for regulated professions (e.g., attorneys, in some markets).
Steps to sign up
Follow this order. If you skip documents, you'll be stuck in review for weeks.
- 01
1. Get your Google profile in order
A verified profile, correct NAP (name, address, phone), an exact primary category, real photos, and reviews. LSA leans on your local reputation.
- 02
2. Go to Local Services
Visit ads.google.com/localservices (or search "Google Local Services Ads"). Sign in with your business's Google account.
- 03
3. Choose your category and service area
Select your main service and the ZIP codes or radius you cover. Don't cover 50 miles if you only work in one county.
- 04
4. Upload your license, insurance, and legal details
Legal name (LLC), EIN if applicable, state/local license, and a current insurance policy. The names must match.
- 05
5. Complete the background check
Google (or its vendor) requires a background check for the owner and/or technicians, depending on the category. Answer their emails promptly.
- 06
6. Set your budget and schedule
You pay per qualified lead, not per click. Start with a weekly cap you can actually handle by phone.
- 07
7. Go live and respond to leads within minutes
Response time affects your lead volume. Have someone ready to call or text during business hours.
Mistakes that delay approval
- The name on your license doesn't match your profile or your LLC.
- Expired insurance, or coverage limits too low for the category.
- An LSA category that doesn't match what you actually do.
- Ignoring the verifier's emails for days.
- A budget so low you barely get any leads and conclude "it doesn't work."
“Guaranteed means trust plus leads. Without a solid profile and fast responses, the badge won't save your business.”
Key takeaways
- Guaranteed = Local Services Ads + verification, not just Maps.
- Consistent documents (LLC, license, insurance) speed up approval.
- You pay per lead: budget based on how many calls you can handle.
- Respond within minutes or you lose the lead (and the money you paid for it).
If your profile is weak, fix it first — it's the foundation for both Maps and LSA.
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