About Google Business Affiliation

To participate in Local Services Ads, all businesses must pass Google’s screening and verification process. The process varies by business category and location and may include background, business registration, insurance, license checks, and minimum review requirements. Some service categories, such as locksmiths and garage door repair services, may require advanced verification, or additional professional certifications to comply with Google's policies.

Businesses are also required to have an affiliated Google Business Profile. Learn more about the verification process for Google Business Profiles.

How to claim and verify a Google Business Profile linked with your Local Services Ads account

Note: Currently, this policy doesn’t apply to partner affiliate networks participating in the Local Services Ads Partners Program in North America.

Local Services advertisers must have a public and verified Google Business profile to advertise with Local Service Ads. Google will match Local Services Ads to Google Business Profiles to ensure that only authorized users can manage your ads, calls, and messages.

Here are all the scenarios you may encounter:

Scenarios you may encounter Actions required
Google has successfully matched your business to a verified Business Profile. No action
Google can’t find a Business Profile based on the business information you provide.

If you do not have a Business Profile, create and Verify your business on Google.

If you already have a Business Profile, Connect with the Support team.

Google finds a Business Profile that is not the one you want to create an ad for. Connect with the Support team
Google finds a Business Profile that may require further verifications or affiliation

Verify your business on Google

Verify that you own or manage the profile or request owner or manager access

Google finds that your Business Profile is suspended or disabled, where further actions may be required for your business to be reinstated Fix suspended or disabled profiles here or go to your Google Business Profile appeals tool.

1. Google has successfully matched your business to a verified Business Profile

If your verified Google Business Profile matches up, you don't need to do anything else. You'll be able to view your matched Business Profile listed on the "Business verification page". After you verify your profile, you can add or manage how your business details and reviews show up on Google.

Note: Sometimes, Google may ask you to verify some information again, even if you're already verified. In this case, follow the guidance in your account to re-verify as needed.

2. Google can’t find a Business Profile based on the business information you provide

If Google can't find a verified Business Profile for your business, you'll need to create a new Business Profile.

Actions required:

  • Create Business Profile: To create a new Google Business Profile, follow the instructions:
  1. Click "Create Profile" under the Business verification page.
  2. Provide business information, and click Submit.

You can also create a Business Profile by clicking on Get started with Google Business Profile

  • Verify Business Profile: To verify your Google Business Profile, follow the instructions:
  1. Confirm the matched Google Business Profile is correct.
  2. Verify your business on Google.

It may take up to 5 business days for the creation and verification of your profile.

Note: If you already have a business profile, you can connect with the Support team to match it to your Local Services ads. We don't recommend creating a new Business Profile if you already have one.

3. Google finds a Business Profile that is not the one you want to create an ad for

Sometimes, you may not be correctly linked to your existing Business Profile, or might be incorrectly linked to a different Business Profile.

Actions required:

Connect with support: You can connect with the Support team for help.

4. Google finds a Business Profile that may require further verification

If Google can find a Business Profile for your business, further actions may be required for verification.

Actions required:

  • Verify Business Profile: To verify your Google Business Profile, follow the instructions:
  1. Confirm the matched Google Business Profile is correct.
  2. Verify your business on Google.
Note: If you are a pure service area business, visit business.google.com and verify your business profile or verify that you own or manage the profile. Learn more about service area businesses here.

5. Google finds that your Business Profile is suspended or disabled, where further actions may be required for your business to be reinstated

Actions required:

Fix your suspended or disabled profile: Learn more about how to fix suspended or disabled profiles here or go to your Google Business Profile appeals tool.

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