Who Is Eligible for Local Service Ads (LSAs)?
(And how to know if your business qualifies — spoiler: many don’t yet, but you might).
Google Ads is different from Google Local Service Ads. Continue reading below to learn more about Google Local Services Ads also know as Google LSAs.
Table of Contents
- What Are Local Service Ads, Anyway?
- Why Eligibility Matters (Hint: It’s Not Universal)
- Core Eligibility Requirements
- Industry & Location Constraints
- The Verification & Badge Process
- Tips if You’re Not Yet Eligible
- Why Work with JSH on This?
What Are Local Service Ads, Anyway?
If you’ve ever searched “plumber near me” or “electrician Knoxville,” and seen a listing at the very top of Google with a phone number, star rating, and “Google Guaranteed” badge — that’s often a Local Service Ad (LSA). Unlike typical Google Ads, LSAs are pay-per-lead (you pay when a customer contacts you) and reserved for certain service businesses.
Because LSAs sit above even standard PPC ads, they offer premium visibility — but only for those businesses that qualify.
Why Eligibility Matters (Hint: It’s Not Universal)
You can’t just click a button and have Google instantly start pumping leads to you — LSAs are gated. Google enforces a screening process before approving businesses. This matters because it ensures a higher level of trust and safety for consumers.
Consider this: many businesses assume “If I’m local and offer services, I qualify.” But in reality, Google supports only certain categories in certain geographies, and requires valid credentials, background checks, and proof of insurance. In short: just being local isn’t enough.
Core Eligibility Requirements
Here’s a list of the core hurdles every business must usually clear:
| Requirement | What It Means | Why It Matters |
|---|---|---|
| Service-based business in a supported vertical | You must belong to a category Google allows (e.g. HVAC, plumbing, legal, locksmith) | If your service isn’t supported, you can’t run LSAs in your area |
| Valid licensing / business registration | State or local license, or proof of registered business (where licensing isn’t mandatory) | Google wants to ensure you’re legally allowed to operate |
| Insurance | Often general liability insurance, sometimes with minimum coverage thresholds | Protects both customers and Google if something goes wrong |
| Background checks (owner & field workers) | Criminal and business-history checks via vendors Google uses | A safety gate — Google needs to trust the people behind the business |
| Google Business Profile and reviews | You’ll usually need a linked Google Business Profile (formerly Google My Business), and reviews to prove credibility | A negative or empty profile raises red flags |
| Minimum review threshold (in some verticals) | For some industries (like HVAC, roofing, cleaning, personal injury law), Google now expects at least 5 customer reviews before approving LSAs | It’s part of how Google ensures proven service quality |
Because Google’s criteria can be category and location specific, passing just one of these isn’t sufficient — you must satisfy all for your vertical and region.
Industry & Location Constraints
Even if your documents are in order, you might still be blocked by these constraints:
- Vertical availability: Not all service types are eligible everywhere. If your service type doesn’t show up when you try to sign up, Google probably doesn’t support it in your market.
- Geographic availability: LSAs roll out gradually. Some U.S. counties, especially rural ones, may not be supported yet.
- Regulation differences across states: Some states demand stricter licensing, which raises the barrier for local businesses.
- Badge-type restrictions: Certain “badges” (Google Guaranteed, Google Screened) are limited by category or region.
- “Pre-badge” status: In some cases, Google allows “pre-badge ads” while parts of the verification are in progress — but these get lower priority in ad ranking. Google Help
The Verification & Badge Process
Once you pass eligibility, Google puts you through a verification gauntlet. Here’s how it works:
- Document submission — Upload licenses, insurance proof, business registration, etc.
- Background checks — For business owners and field employees.
- Review & audit — Google reviews your submission; sometimes third parties do audits.
- Badge awarded — If approved, you may receive the “Google Guaranteed” or “Google Screened” badge. That badge often helps your LSA rank higher. Widewall.com
- Ongoing compliance — Google may periodically re-check you and review leads you accept/decline.
It can take days to weeks to complete this process, depending on how promptly you submit clean documentation and how busy Google’s verification backlog is.
Tips if You’re Not Yet Eligible
Don’t lose hope — here’s what you can do if you hit a roadblock:
- Check your vertical eligibility — Sometimes a slightly different service label gets you in.
- Gather more reviews — Encourage satisfied customers to leave Google reviews so you meet thresholds.
- Ensure licensing & insurance are rock solid — Some applications fail for minor discrepancies.
- Polish your Google Business Profile — Fully fill out business hours, photos, description.
- Watch for future expansions — Google periodically adds new categories and areas.
- Use complementary strategies — Traditional Google Ads or local SEO can fill the gap until LSA becomes available to you.
Why Work with JSH to Navigate LSA Eligibility
At JSH (aka JSH Web Designs), we love walking through the complexities of digital marketing so you don’t have to. If you’re based in Knoxville, Tennessee (or anywhere in Tennessee / across the U.S.), here’s what we bring to the table:
- Deep experience helping service businesses (plumbers, HVAC, legal, etc.) become LSA-ready
- Hands-on help gathering, formatting, and submitting documentation
- Review and optimization of your Google Business Profile and lead strategies
- Ongoing monitoring & compliance, so you don’t lose your badge
- Integration into your broader SEO / web design / digital marketing strategy
Ready to see whether your business is eligible — or to get a step ahead on verification and optimization? Reach out to JSH. Let’s get your local service business into that premium ad placement that turns searches into calls, calls into jobs, jobs into growth.
