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      2. Paid Advertising Access

      What are Google Local Service Ads (LSA)?

      This knowledge base will help you understand what local service ads are, their benefits, eligibility, and process.

      Local Service Ads KB

      What are Local Service Ads


      These are ads on search results pages for local business owners to promote their services to customers within a specific geographical area.

      Badge You can get with Local Service Ads


      • Google Guaranteed: If you’re in the home service industry, you’re eligible for a Google Guaranteed badge. This badge tells potential customers you are a screened and qualified Google-backed business. It earns your trust and gives people the confidence to book with you.
      • Google Screened: If you’re in the business, care, learning, or wellness industry, you’re eligible for a Google Screened badge. This badge tells potential customers you are a fully licensed and vetted Google-backed business. It helps you build a trusted reputation online and gives people the confidence to book with you.
      • License verified by Google: If you’re in the healthcare industry, you’re eligible for a License verified by Google badge. This badge tells potential clients that Google has verified your license to provide your healthcare service. It helps you build a trusted reputation online and gives people the confidence to book with you.

        Google Screened vs Google Gurantee

        These badges give businesses more reputation and trust since they have undergone a background check and verified by Google.

      Why Should You Invest in Local Service Ads


      • They are a great way to drive leads to your local business and give control over how much you are paying for a lead. If the CPL is low, you can increase the budget.
      • You do not pay for the leads that are not qualified. If users call/message a business that is completely unrelated to the business, then you can dispute that lead. And Google will look at all the disputes you have and can either approve or deny your disputes.

      Cost


      You only pay for qualified leads and you can dispute bad leads. The CPL can vary depending on the industry and location.

      Note: The CPL can increase over time with more competition.

      Leads

      Calls or Messages (New call from a potential customer, Potential customer’s set you a new request)

      How to Check if Your Business is Eligible for Local Service Ads:

      • Visit - https://ads.google.com/localservices/signup
      • Fill out the information and submit it
      • Create a Local Services business profile. (It is separate from your normal Google business profile)
      • Provide proof that your business is licensed and insured
      • Undergo a background check. (Usually through a 3rd party not Google, they work with a company that background checks)
      • Once approved, set up your ads and set your budget.

      Setup Requirements:


      • Business name
      • Business registration name (Optional)
      • Business phone
      • Website (Optional)
      • Owner’s first name
      • Owner’s last name
      • Total number of field workers: 0 (Recommended)
      • Year founded
      • Street address
      • City
      • State
      • Zip code
      • Is this a location that customers can visit, like a store or an office? Yes (GMB profile can show next to map address)
      • Service area
      • Business hours

      Business Verification:


      • Proof of Insurance (Submit document)
      • Background Check (Get Started)
      • Customer Reviews (It will gather the reviews based on the GMB profile)
      • Bidding and Budget (Set budget)
      • Billing Information (Add details)

      Timeline

      Step-by-Step Breakdown of the Background Check Process

      Step

      Description

      Estimated Time

      Step 1: Logging into Evident

      Access the Background Check section in LSA and click "Go to Evident." This starts the 90-day countdown.

      Immediate

      Step 2: Fill Out the Roster Correctly

      Identify all business owners and employees. Collect and verify their email addresses.

      1-2 Days

      Step 3: Submit the Roster

      Enter business owner and employee details, confirm business address, and submit.

      1 Day

      Step 4: Individual Submissions

      Each person on the roster receives an email from Evident to complete their background check.

      Varies per individual

      Step 5: Verification Process

      Evident runs background checks and verifies business details.

      Up to 2 Weeks

      Step 6: Confirmation & Approval

      Once all checks are cleared, the business is approved for LSA.

      Varies

      Important Note:


      The client must complete business details verification directly on the LSA platform through Evident. Once submitted, Evident will conduct a background check. The client should monitor their email for communication from Evident regarding this process.