If you've ever seen those ads at the very top of a Google search, the ones with the blue checkmark and the star rating before you even get to regular search results, that's Google Local Services Ads. And for a long time, it was strictly a home services thing. HVAC, plumbing, electricians. That was basically it.
Then Google quietly expanded the platform. By December 12, 2024, the eligible category list had grown from around 70 business types to over 100. Lawyers. Dentists. Financial planners. Personal trainers. Preschools. If you squint hard enough, it starts to look less like a contractor ad platform and more like Google trying to own local services advertising for every professional category in existence.
The problem is that most of the articles covering this topic are either out of date (still describing a badge that no longer exists), incomplete (listing maybe 30-40 categories), or so dry you'd fall asleep reading them. This article is none of those things. Below is the complete, verified list of every category eligible for LSA in 2026, organized by super-category, with CPL benchmarks, job types, and notes on anything that's changed recently. Bookmark it. You'll want to come back.
What "Google Verified" Actually Means Now
Here's the thing most articles still get wrong: the badge you're seeing on LSA listings today is not Google Guaranteed. It hasn't been since October 20, 2025.
Before October 2025, there were three separate badges. Google Guaranteed was for home service businesses and came with a $2,000 consumer money-back protection. Google Screened was for professional service providers like lawyers and financial planners. There was also a License Verified badge for certain other categories. Each one had slightly different requirements and meant something different to the consumer.
On October 20, 2025, Google consolidated all three into a single blue checkmark called "Google Verified." One badge, all categories. Cleaner visually, and honestly less confusing for consumers who had no idea what the difference between "Screened" and "Guaranteed" was anyway.
Then on November 7, 2025, Google discontinued the $2,000 money-back guarantee entirely. If a homeowner books a plumber through LSA and something goes wrong, there's no longer a formal consumer protection claim process. The badge now signals that the business passed Google's verification requirements. That's it.
What consumers lost: The $2,000 guarantee was real. It covered situations where, for example, a homeowner felt they were overcharged or the work was substandard. For a platform positioning itself as a trusted marketplace, quietly eliminating that protection is worth noting. It hasn't seemed to hurt click-through rates much, but if you're using the badge as a selling point in your marketing, you'll want to update your messaging.
The verification requirements themselves haven't changed. You still need background checks, proof of insurance, and license verification where applicable. The process is the same. There's just one badge at the end of it now, and no consumer guarantee attached to it. For the full breakdown of what getting verified actually involves, see our guide to getting Google Verified.
What It Takes to Get Verified
Requirements vary meaningfully by category. Here's the short version by industry group:
Home Services have the most thorough process. You'll need a background check on the business owner, background checks on field workers who enter customer homes (in most markets), general liability insurance, and any state or local licenses required for your trade. Most home service categories take 3 to 8 weeks to clear verification, mainly because the field worker background checks take time. Having a minimum of 1 Google review is required before your profile goes live. HVAC, roofing, tree service, house cleaning, real estate, and personal injury law have a minimum of 5 reviews required.
Legal and Professional Services go faster, usually 2 to 3 business days. Google verifies the owner's background, confirms an active bar license (for attorneys), and checks for professional liability insurance where it applies. Personal injury attorneys specifically need at least 5 reviews to show as active.
Healthcare providers go through license verification and background checks for the practitioner. One important note: healthcare providers cannot dispute leads or access call recordings through the LSA platform. HIPAA compliance is the reason. Google acknowledges this limitation in their documentation, but it's a real operational constraint.
Care and Education categories including child care centers and schools have enhanced background check requirements. Individual professionals like personal trainers, language instructors, and acupuncturists require individual background checks, not just on the business owner.
A verified Google Business Profile is mandatory for all categories as of November 2024. If your GBP isn't fully verified and publicly visible before you apply for LSA, your application will stall. Full details in our Local Services Ads setup guide.
Home Services (36 Categories)
This is the original category group and still the most active on the platform. Thirty-six business types, a wide range of CPLs, and the most variation in verification complexity. We'll go through the major trades in detail, then cover the rest in a comparison table.
HVAC
HVAC is one of the highest-CPL categories in home services, but the ticket sizes justify it. A single system replacement can run $7,000 to $15,000. The job types Google recognizes in this vertical are: AC maintenance, install AC, repair AC, clean ducts and vents, repair ducts and vents, HVAC maintenance, repair HVAC, install thermostat, and repair thermostat. Enable every one you can legitimately service.
CPL range: $45 to $85. Can spike to $100+ during summer demand peaks.
Running HVAC? We have a full playbook on seasonal strategy, emergency call economics, and how to turn a $300 repair into a system replacement. Read the HVAC LSA guide.
Plumbing
Plumbing covers drain cleaning, water heater repair and installation, leak detection, sewer line repair, and faucet replacement as distinct job types. Emergency drain calls and water heater failures are the bread-and-butter for most LSA plumbing advertisers. The average ticket varies wildly by job type: a drain clearing might be $150, a tankless water heater install might be $2,800.
CPL range: $40 to $75.
Plumbers have a unique advantage with LSA plus Google Ads running simultaneously. See the full plumbing ads playbook.
Roofing
Roofing has the widest CPL range in home services partly because storm markets drive intense competition after weather events. The "general contractor" category in LSA actually includes a Roofing sub-type with its own dedicated vertical. Job ticket sizes ($8,000 to $25,000 for full replacements) make even $120 CPL leads highly profitable in most markets.
CPL range: $50 to $120.
Storm response strategy, insurance claim quality, and how to differentiate from storm chasers: it's all in the roofer LSA guide.
Electrician
Electricians are one of the more straightforward LSA categories. Job types include panel upgrades, wiring, outlet installation, lighting, and EV charger installation (EV charger leads come through the general electrician vertical, not a separate category). One note: LSA tends to skew toward residential in most markets. Commercial electrical work may come in as leads, but the platform is primarily consumer-facing.
CPL range: $35 to $70.
EV charger demand is real and growing fast in most markets. Here's how electricians are capitalizing: Electrician LSA guide.
General Contractor
This is one of the most complex categories because Google breaks it into 12 sub-types: Accessory Buildings, Bathroom Remodel, Decks/Patios, Exterior Finishing, Foundations/Concrete, Commercial Projects, Home Additions, Home Building, Home Remodel/Renovation, Interior Finishing, Kitchen Remodel, and Roofing. Each sub-type is its own toggle in your LSA profile. Enable only what you can actually deliver, or you'll get hit with disputed leads you can't win.
CPL range: $30 to $65. The ROI math looks extremely favorable when kitchen remodel tickets run $18,000 to $45,000.
General contractors who use a 4-question lead qualification script on LSA calls close significantly higher rates. Details in the general contractor LSA guide.
Pest Control
Pest control is a recurring-revenue category on LSA, which changes the math considerably. A single $80 LSA lead that converts to an annual plan at $1,800 is a 22x return on lead cost. The job types include virtually every common pest. One change from 2024: "wildlife" was removed as a job type in June 2024 and that traffic now routes to "rodent" and "other." If you were optimizing for wildlife removal, you need to reconfigure your job types.
CPL range: $20 to $45.
Pest control has one of the highest LTV ceilings in the home services category. The pest control LSA guide breaks down the one-time to plan conversion math.
Landscaping
Landscaping covers both maintenance and hardscaping, which have very different economics. A $75 LSA lead for a lawn maintenance customer might generate $2,400 per year in recurring revenue. A hardscape lead (patio, retaining wall, outdoor kitchen) might be a $15,000 one-time job. LSA treats them the same. The platform does well for landscapers in spring and summer months. Expect lower volume and higher CPL in winter.
CPL range: $20 to $40.
The 5-phase seasonal strategy that landscapers use to stay profitable year-round: Landscaping LSA guide.
House Cleaning
House cleaning has some of the lowest CPLs on the platform, and the recurring revenue model is nearly as good as pest control. One customer on a bi-weekly cleaning schedule at $150 per visit generates over $3,600 per year. LSA converts well here because homeowners searching for a cleaner want someone they can trust, and the Google Verified badge does real work. First clean to recurring conversion rates of 30 to 40 percent are achievable with good follow-up.
CPL range: $15 to $30.
How to turn one-time cleaners into long-term clients: house cleaning LSA guide.
Water Damage Restoration
Water damage has the highest CPL ceiling in home services at $50 to $150, but the average job value is also the highest. Emergency water extraction and structural drying jobs routinely run $3,000 to $12,000 or more. The economics are favorable even at the top of the CPL range. One important distinction: insurance-pay jobs have different economics than cash-pay. Insurance jobs often pay 3 to 5 times more but take longer to close and require documentation-heavy processes.
CPL range: $50 to $150.
Insurance vs. cash-pay job economics and how to handle emergency calls through LSA: water damage restoration LSA guide.
Tree Service
Tree service demand spikes 50 to 100 percent after storm events, which makes LSA particularly valuable in storm-prone markets. HOA and commercial tree work ($5,000 to $20,000 per job) can come in through LSA, though most platforms skew residential. The category includes tree removal, trimming, stump grinding, and emergency services.
CPL range: $30 to $65.
Storm surge strategy and how to turn a $65 LSA lead into a $5,000 job: tree service LSA guide.
Locksmith
Locksmiths have a trust problem online, and that's exactly why LSA works so well for legitimate operators. The Google Verified badge provides meaningful credibility in a vertical historically associated with bait-and-switch pricing. An average lockout call might be $100, but a rekeying job or lock upgrade can run $300 to $400. After-hours availability is a significant differentiator.
CPL range: $25 to $50.
Why the trust problem in locksmithing is actually an LSA advantage: locksmith LSA guide.
All Other Home Service Categories
| Category | CPL Range | Notes |
|---|---|---|
| Appliance Repair | $20-$45 | Brand authorization impacts CPL and conversion. See guide. |
| Carpet Cleaning | $15-$35 | Commercial vs residential have different economics. See guide. |
| Painter | $25-$50 | Average job runs $3,200. Estimate-to-booking follow-up timing is critical. See guide. |
| Garage Door | $20-$45 | High ROI on installs ($1,200-$2,500). Lead dispute strategy matters. See guide. |
| Flooring Pro | N/A | Material upsells (LVP vs hardwood) drive ticket size significantly. See guide. |
| Handyman | N/A | Job stacking (4-8 jobs/day) is the key strategy. 12-15 job types available. See guide. |
| Junk Removal | N/A | Zone-based scheduling and job stacking matters. See guide. |
| Moving Services | N/A | Speed-to-quote is the #1 conversion variable. See guide. |
| Fencing Pro | N/A | Overlooked high-ticket category. 72-hr estimate-to-contract close matters. See guide. |
| Pool Cleaning | N/A | Route density (20-pool threshold) changes economics. See guide. |
| Pool Contractor | N/A | Separate category from pool cleaning. New builds vs. renovation differ significantly. |
| Window Cleaning | N/A | Often combined with pressure washing. 3-service stacking guide available. See guide. |
| Pressure Washing | N/A | Google groups window cleaning, pressure washing, and gutter cleaning into one vertical. See guide. |
| Carpenter | N/A | Custom woodwork, cabinets, trim, structural framing. |
| Countertop Pro | N/A | Granite, quartz, laminate installation and replacement. |
| Drain Expert | N/A | CA/FL only Specialized drain cleaning separate from plumbing. |
| Foundations Pro | N/A | Foundation inspection, repair, waterproofing. |
| Home Inspector | N/A | Pre-purchase and general inspection services. |
| Home Insulation | N/A | CA/FL only Attic, crawl space, and wall insulation. |
| Home Security | N/A | Installation and monitoring of security systems. |
| Home Theater | N/A | AV system installation, smart home integration. |
| Lawn Care | N/A | Separate from landscaping. Mowing, fertilization, weed control. |
| Sewage System | N/A | Job types: Cleaning, Excavation, Inspection, Installation, Locating, Maintenance/Repairs, Pumping, Removal/Demolition. |
| Siding Pro | N/A | Vinyl, fiber cement, wood siding installation and repair. |
| Snow Removal | N/A | Residential and commercial snow plowing and clearing. |
| Solar Energy Contractor | N/A | CA/FL only Panel installation, battery storage systems. |
| Window Repair | N/A | Glass replacement, frame repair, seal failure. |
Business and Professional Services (22 Categories)
Legal is the second-largest category group and one of the highest-CPL verticals on the platform. Attorneys who run LSA know that a single signed personal injury case can be worth $10,000 to $100,000 in contingency fees, which makes even $340 per lead look cheap.
All professional service providers in this group fall under the Google Verified badge (previously called Google Screened). Verification moves quickly (2 to 3 business days) compared to home services, but the lead economics are completely different. Some important notes for this group:
- Personal injury attorneys need a minimum of 5 reviews before their profile shows as active, the same requirement as HVAC and roofing.
- Real estate agents/brokers have 4 job types: Buyer's Agent, Seller's Agent, Property Management, and Commercial Real Estate. Enable only what you actually do.
- Financial planners need professional liability insurance in applicable states.
| Category | CPL Range | Notes |
|---|---|---|
| Personal Injury Lawyer | $100-$340 | 16 sub-practice areas available. Requires 5+ reviews. Highest CPL on the platform, justified by contingency fee economics. |
| Criminal Lawyer | $75-$200 | DUI and misdemeanor cases tend to close faster than felony defense. |
| Family Lawyer | $75-$175 | Sub-areas: Adoption, Paternity, Property division. Divorce is highest-volume search intent. |
| DUI Lawyer | $75-$200 | Urgency-driven leads. Speed-to-contact is critical. |
| Financial Planner | $40-$120 | LTV on a wealth management client over 10 years can exceed $50,000 in fees. |
| Real Estate Agent/Broker | $24-$75 | Job types: Buyer's Agent, Seller's Agent, Property Management, Commercial Real Estate. |
| Tax Specialist | $30-$80 | Not the same as general accounting/CPA. Tax prep and tax resolution only. |
| Estate Lawyer | N/A | Wills, trusts, probate, estate planning. |
| Bankruptcy Lawyer | N/A | Chapter 7 and Chapter 13 representation. |
| Business Lawyer | N/A | Business formation, contracts, mergers/acquisitions. |
| Contract Lawyer | N/A | Contract drafting, review, and dispute resolution. |
| Disability Lawyer | N/A | SSDI/SSI appeals and representation. |
| Immigration Lawyer | N/A | Visas, green cards, deportation defense, citizenship. |
| IP Lawyer | N/A | Patents, trademarks, copyright, trade secrets. |
| Labor Lawyer | N/A | Employment disputes, wrongful termination, discrimination. |
| Litigation Lawyer | N/A | Civil litigation across various practice areas. |
| Malpractice Lawyer | N/A | Medical and professional malpractice claims. |
| Real Estate Lawyer | N/A | Separate from real estate agent/broker. Title issues, closings, disputes. |
| Tax Lawyer | N/A | IRS disputes, tax fraud, audit representation. Different from Tax Specialist. |
| Traffic Lawyer | N/A | Speeding tickets, license suspension, traffic court representation. |
| Insurance Agency | N/A | CA/FL only Property, casualty, life insurance agencies. |
| Cellphone & Laptop Repair | N/A | CA/FL only Screen replacement, battery repair, data recovery. |
| Storage | N/A | CA/FL only Self-storage facility advertising. |
Health (12 Categories)
Healthcare providers have access to LSA, but there's a meaningful platform limitation: HIPAA compliance means healthcare advertisers cannot dispute leads or access call recordings. You get the lead data (call date, duration, caller number) but not the recording itself. If a bad lead comes in, you can't prove it's a bad lead through the normal dispute process. Budget your healthcare LSA spend accordingly.
One significant gap: mental health providers (therapists, psychologists, psychiatrists, counselors) are not eligible for LSA. This is a notable exclusion given the demand for mental health services, and it frustrates a lot of practitioners who search for it. More on that in the "Who Can't Use LSA" section below.
| Category | CPL Range | Notes |
|---|---|---|
| Dentist | $40-$100 | Cosmetic dentistry leads skew higher CPL; general/emergency dental skews lower. |
| Chiropractor | $25-$75 | High recurring visit potential. First appointment-to-care-plan conversion drives LTV. |
| Physical Therapist | $30-$80 | Post-surgical and sports rehab tend to have longer treatment courses. |
| Optometrist | $20-$60 | Annual exam + glasses/contacts creates recurring revenue. |
| Allergist | N/A | Immunotherapy and allergy testing. Long-term patient relationships. |
| Dermatologist | N/A | Medical and cosmetic dermatology both eligible. |
| Dietitian | N/A | Registered dietitians for nutrition counseling and medical nutrition therapy. |
| Ophthalmologist | N/A | Medical eye care, surgery (LASIK, cataract). Different from optometrist. |
| Orthodontist | N/A | Braces and aligner treatment. High average ticket ($5,000-$8,000). |
| Podiatrist | N/A | Foot and ankle conditions, diabetic foot care, sports injuries. |
| Primary Care Physician | N/A | New patient acquisition for family medicine and general practice. |
| Weight Loss Center | N/A | Also listed in Wellness. Medical weight loss programs and clinics. |
Learning (7 Categories)
The Learning category covers tutors, instructors, schools, and driving instruction. Verification for individual instructors (language, tutoring) involves individual background checks. For preschools and beauty schools, the background check requirements are more extensive.
| Category | Notes |
|---|---|
| Tutor | Academic tutoring for K-12 and college subjects. Individual background check required. |
| Driving Instructor | Behind-the-wheel and classroom instruction. License verification required. |
| Language Instructor | Individual professional background checks required. Both individual and school-based programs. |
| Dance Instructor | Studio instruction and private lessons. Individual background check required. |
| Preschool | Enhanced background checks for childcare/education settings. |
| Beauty School | Cosmetology, esthetics, nail tech programs. State licensing verification required. |
| Massage School | Therapeutic massage therapy training programs. |
Care (8 Categories)
The Care category covers pet services and child/family care. Child care has the most intensive verification requirements in this group. Pet services are generally faster to verify but still require the standard background check and business documentation.
| Category | Notes |
|---|---|
| Child Care Center | Enhanced background checks for all staff with child contact. State childcare license verification required. |
| Veterinarian | License verification required. Emergency and specialty vet practices both eligible. |
| Pet Grooming | In-shop and mobile grooming both eligible. Recurring revenue potential is high. |
| Pet Boarding | Overnight boarding and doggy daycare facilities. |
| Pet Training | Individual and group obedience training. Background check on trainer required. |
| Pet Adoption | Rescue organizations and private adoption services. |
| Animal Shelter/Rescue | Non-profit and private shelters. Eligibility varies by organization type. |
| Funeral Home | Funeral and burial services. State license verification required. |
Wellness (5 Categories)
The Wellness group covers fitness professionals, alternative medicine, and health programs. Individual practitioners like personal trainers and acupuncturists require individual background checks, not just a business-owner check.
| Category | Notes |
|---|---|
| Personal Trainer | Individual background check required per trainer. Both gym-based and in-home trainers eligible. |
| Acupuncturist | Individual professional background checks required. State license verification required. |
| Yoga Studio | Studio-based instruction. Individual instructors can also qualify in some markets. |
| First Aid Training | CPR, first aid, AED, and emergency response training programs. |
| Weight Loss Center | Also listed in Health. Non-medical weight loss programs and wellness centers. |
Beauty (CA/FL Only, 6 Categories)
The Beauty category is only available in California and Florida as of April 2026. Google has been rolling out this group in phases and has not announced a national expansion timeline. All six types require state cosmetology or specialty license verification in addition to the standard background check.
If you're in CA or FL and run one of these businesses, this is a relatively uncrowded opportunity right now. Most competitors in these categories don't know LSA is available for them yet.
| Category | Notes |
|---|---|
| Hair Salon | CA/FL only Full-service salons and individual stylists. Cosmetology license required. |
| Barbershop | CA/FL only Barber license verification required. |
| Nail Salon | CA/FL only Nail technician license verification required. |
| Hair Removal | CA/FL only Laser hair removal, waxing, electrolysis services. |
| Tattoo Studio | CA/FL only Health department permit verification required. |
| Piercing Studio | CA/FL only Health department permit verification required. |
Automotive (CA/FL Only, 5 Categories)
Like Beauty, Automotive is restricted to California and Florida for now. These categories are available through Google's LSA platform for qualifying businesses in those states. State business license and insurance verification required for all five types.
| Category | Notes |
|---|---|
| Auto Repair Shop | CA/FL only General mechanical repair, engine, transmission, diagnostics. |
| Auto Body Shop | CA/FL only Collision repair, paint, bodywork. BAR license required in CA. |
| Tire Shop | CA/FL only Tire sales, installation, rotation, alignment. |
| Car Wash and Detailing | CA/FL only Mobile detailing and fixed-location car wash facilities. |
| Towing | CA/FL only Emergency towing, roadside assistance, transport. |
Who Can't Use LSA (And Why It Matters)
Knowing who's excluded is genuinely useful, both to set expectations and to explain why certain search results look the way they do. Here's the confirmed list of categories that are not eligible:
Mental Health Providers: Therapists, psychologists, psychiatrists, licensed clinical social workers, and counselors are not eligible for LSA. This is one of the most-searched exclusions on the platform. If you're a therapist reading this: you're not alone in being frustrated by this gap. The likely reason is a combination of HIPAA compliance complexity and the sensitivity around call recording access, but Google hasn't made an official statement about it. For now, Psychology Today, Zocdoc, and Google Ads (not LSA) are the main options.
General Accountants and CPAs: The Tax Specialist category (tax prep and tax resolution) is eligible. General accounting, bookkeeping, and CPA practices are not. If you're a CPA who does tax work as part of a broader practice, you'd need to confirm whether your specific services qualify under Tax Specialist before applying.
Restaurants and Food Service: Explicitly excluded. Google confirmed this early in the platform's history and it has not changed.
Retail Stores and E-Commerce: LSA is for in-person service businesses only. Product-based businesses do not qualify.
Hotels and Hospitality: Not eligible. Google's hotel advertising runs through a completely separate product.
Banks and Financial Institutions: Traditional banking, lending, and investment firms do not qualify. Financial Planners (independent advisors) do.
Pharmacies, Florists, Speech Therapists: All excluded as of the current eligibility list. Speech therapists fall in a similar category to mental health providers, excluded likely for HIPAA-related reasons.
If your category isn't listed in the eligible sections above and isn't on the explicit exclusion list, it's worth checking directly at Google's official LSA category support page. Google updates eligibility periodically, and the December 2024 expansion added categories that weren't available just 18 months earlier.
How to Check If Your Category Is Available in Your Market
Category eligibility is national for most types, but geographic availability isn't always consistent. Some categories technically exist on the platform but have limited coverage in rural markets or smaller metro areas.
Here's the fastest way to check:
- Go to ads.google.com/local-services-ads and click "Get started."
- Enter your ZIP code and select your business category from the dropdown.
- If LSA is available for your category in your area, you'll see the option to continue with the verification process. If it's not available yet, Google will show a "not available" message.
A few things to know about market availability:
- CA/FL-only categories are firm restrictions. There's no workaround.
- Rural availability gaps exist for some categories. A pest control company in a small market might find LSA available where a flooring contractor in the same ZIP code cannot.
- International availability follows a different category list. Not every US-eligible category is available in Canada, the UK, or the other 10+ countries where LSA runs.
- New categories roll out geographically too. The December 2024 expansion may still be reaching some markets gradually.
What Changed in 2024 and 2025
This platform moves fast. Here are the changes that matter most, in chronological order:
- June 2024: "Wildlife" removed as pest control job type Wildlife removal no longer exists as a discrete job type. Those searches now route to "rodent" and "other." Pest control advertisers who hadn't updated their job type selections may have seen lead quality shift.
- Mid-2024: LSA ads appear in Google Maps LSAs now show up in Google Maps searches in addition to regular search results. You cannot opt out of Maps without pausing your entire LSA campaign.
- Mid-2024: Automated lead credits replaced manual disputes Google moved from a manual dispute process to an automated credit system. Two previously creditable dispute reasons ("job type not serviced" and "geo not serviced") are no longer eligible for credit under the new system. Read the LSA ranking factors guide for more on how this affects your response strategy.
- November 2024: GBP verification became mandatory A verified and publicly visible Google Business Profile became required for all LSA advertisers. Any business that hadn't completed GBP verification saw their ads pause.
- December 12, 2024: Expansion from ~70 to 100+ categories The biggest platform expansion in LSA's history. New professional, health, care, learning, and wellness categories came online. Beauty and Automotive expanded to CA/FL.
- January 6, 2025: LSA mobile app retired The dedicated LSA mobile app was discontinued. All account management is now web-only through the LSA dashboard.
- 2025: "Target CPL" bidding option added Google introduced a Target CPL bidding option alongside the existing Maximize Leads strategy. Allows advertisers to set a cost-per-lead target rather than letting Google optimize for volume.
- July 11, 2025: LSA reviews fully migrated to GBP Google discontinued the separate LSA review system. All LSA reviews now live on your Google Business Profile. Your GBP review count and rating directly determine your LSA ranking.
- October 20, 2025: Google Verified unified badge Google Guaranteed, Google Screened, and License Verified were consolidated into a single "Google Verified" blue checkmark badge.
- November 7, 2025: $2,000 money-back guarantee discontinued The consumer money-back guarantee that had been a core differentiator for the platform since 2015 was quietly ended. The badge still requires verification. The financial protection for consumers is gone.
For a deeper look at how these platform changes affect your ranking and lead quality, see our complete LSA ranking factors guide and the LSA vs Google Ads comparison.
Frequently Asked Questions
Do I need a Google Business Profile to use LSA?
Yes, and this has been a hard requirement since November 2024. Your Google Business Profile needs to be fully verified (not just created, but verified through Google's postcard, phone, or video verification process) and publicly visible before your LSA application will go anywhere.
If your GBP is suspended, has a duplicate issue, or is set to private, your LSA profile won't activate. Sort out your GBP first. Our complete LSA setup guide covers this sequence in detail.
What happened to the Google Guaranteed money-back guarantee?
Google discontinued it on November 7, 2025. For 10 years, the Google Guaranteed badge came with a promise: if a consumer was unhappy with a job booked through an LSA advertiser, Google would cover up to $2,000 in reimbursement. That protection no longer exists.
The badge itself was also renamed from "Google Guaranteed" to "Google Verified" on October 20, 2025. If you're currently advertising as Google Verified, you're up to date. If your marketing materials still reference "Google Guaranteed" or the $2,000 guarantee, update them.
Is LSA available outside the US?
Yes. Google Local Services Ads operate in the US, UK, Canada, Germany, France, Ireland, Spain, Belgium, Netherlands, Austria, Switzerland, Italy, and parts of Australia. Category availability varies significantly by country. The US has the broadest category list. International markets tend to have a subset of what's available domestically.
If you're running multi-location operations across US and international markets, note that separate LSA accounts and verification processes apply per country.
Can I use LSA if my category is only available in CA/FL but I'm in another state?
No. The CA/FL restriction is firm. Categories in the Beauty and Automotive groups, along with a handful of home services sub-categories (Drain Expert, Home Insulation, Solar Energy Contractor), are not available outside California and Florida as of April 2026.
Google has not announced an expansion timeline for these categories. The December 2024 expansion suggests movement is possible, but there's no date to plan around.
How long does LSA verification take?
Home services: 3 to 8 weeks. The extended timeline is driven by background checks on field workers (not just the business owner), which take longer when there are multiple employees to screen. License and insurance verification typically moves in 1 to 2 weeks. Having clean, complete documentation ready before you start shortens this significantly.
Legal and professional services: 2 to 3 business days. Background checks cover the owner/attorneys rather than field staff, and bar license verification is a more standardized process.
Healthcare and wellness professionals: varies, but generally closer to the professional services timeline than the home services timeline.
What's the difference between LSA and regular Google Ads?
The core difference is the cost model. LSA charges per verified lead (an actual call or message to your business). Regular Google Ads charges per click, whether or not the click converts into a contact. For most local service businesses, LSA's pay-per-lead model is more predictable and often more efficient for direct lead generation.
LSA also shows above regular Google Ads in search results, requires Google verification, and doesn't give you the same level of keyword targeting control. The two platforms complement each other well when used together. See our full LSA vs Google Ads comparison for the complete breakdown.