Getting approved for Google Verified typically takes 3-7 business days once you’ve submitted all required documentation, though the process can extend to 2-3 weeks if there are issues with your license verification, insurance documentation, or background checks. The timeline depends on how quickly you can gather and submit your business license, insurance certificates, and complete background screening for all owners and employees, plus how quickly Google processes your submissions and any third-party verification services complete their checks.
The Documentation Gathering Phase Can Take Days or Weeks
Before Google can even begin verifying your business, you need to collect all required documentation. How long this takes depends entirely on your current paperwork organization and relationships with licensing boards and insurance companies. For organized businesses, this might take 1-2 days. For others, it becomes a weeks-long scavenger hunt.
Business license documentation is your first hurdle. Requirements vary dramatically by state and sometimes by county. Some states require state-level plumbing contractor licenses. Others require city or county business licenses with trade-specific endorsements. A few states have minimal licensing requirements for plumbing work. You need to know exactly what your jurisdiction requires, ensure your licenses are current, and have digital copies ready to upload. If your license expired last month and you didn’t realize it, add 2-4 weeks to your timeline while you handle renewals.
Insurance certificates create friction for many plumbing businesses. Google requires proof of general liability insurance with minimum coverage (typically $1 million, though requirements vary by trade and location). You can’t just upload your insurance policy—you need a certificate of insurance that lists Google as the certificate holder. Contact your insurance agent, explain you need a COI for Google Local Services, and request they list “Google LLC” as the certificate holder. Some agents can produce this same-day; others take 3-5 business days.
Background checks require cooperation from all relevant individuals. Google requires background screening for all business owners and employees who visit customer locations. You’ll receive email invitations to complete the background check process through Google’s third-party screening partner. You need to respond promptly, provide accurate information, and ensure everyone required completes their screening. If you have ten field technicians and half of them ignore the screening emails, your verification stalls until they complete it.
How crftsmn helps: We provide a detailed documentation checklist tailored to your specific state and local requirements, coordinate directly with your insurance provider to expedite COI issuance with proper Google formatting, and manage the background check process to ensure all required individuals complete screening promptly. We compress what might take weeks into just days through systematic coordination.
Google’s Processing Timeline: 3-7 Business Days
Once you’ve submitted complete, correct documentation, Google’s internal review process takes 3-7 business days for most straightforward applications. This timeline assumes no issues with your submissions and no need for additional information or clarification. The review happens in stages as different Google teams verify different elements of your application.
License verification happens first. Google’s system checks your license number, issuing authority, and expiration date against state licensing databases where available. For states without digital verification systems, Google may request manual documentation like screenshots from licensing board websites or email confirmation from licensing authorities. Straightforward licenses in digitally-integrated states verify in 1-2 business days. Complicated licenses in states with limited digital infrastructure take 5-7 business days.
Insurance verification follows license approval. Google’s team reviews your insurance certificate to confirm coverage amounts meet minimums, verify the policy is active, ensure your business name matches exactly between your LSA application and insurance certificate, and confirm Google is listed as certificate holder. Common delays here include name mismatches (“Smith Plumbing” on your application but “Smith Plumbing Services Inc” on your insurance), insufficient coverage amounts, or certificates that don’t clearly show Google as certificate holder.
Background checks process through third-party screening. Once you complete the background check questionnaire and provide necessary information, the screening company runs its checks: criminal history databases, sex offender registries, motor vehicle records (if driving is involved), and other relevant background elements. Most background checks complete within 3-5 business days. Delays occur if there are common names requiring additional verification, records in multiple jurisdictions that take longer to search, or occasional incomplete records that require manual investigation.
How crftsmn helps: We pre-check all documentation before submission to catch common issues that cause delays—name inconsistencies, incorrect certificate holder listings, missing license endorsements. We monitor your application status throughout Google’s review process and proactively address any questions or additional documentation requests to keep your timeline on track.
Common Delays and How to Avoid Them
Most approval delays result from preventable issues in documentation or application completion. Understanding common problems helps you avoid weeks of frustration waiting for verification.
Name inconsistency across documents is the #1 delay cause. Your LSA application uses “Smith Plumbing” but your business license shows “Smith Plumbing LLC” and your insurance says “Smith Plumbing Services Inc.” Google sees these as three potentially different businesses and pauses verification to request clarification. You respond, they re-review, and suddenly your 5-day timeline became 15 days. Use your exact legal business name consistently across all documents and applications.
Expired or soon-to-expire credentials cause immediate rejections. If your license expires in 30 days, Google may reject your application and require renewed documentation. If your insurance policy expires next month, they flag it for follow-up verification. Don’t apply for Google Verification with credentials approaching expiration—renew them first, get updated documentation, then apply. You’ll save yourself the hassle of mid-process renewal coordination.
Incomplete background checks stall entire applications. If you have five employees who need screening but only three complete the process, your entire verification sits pending until the other two finish. Make background check completion a priority. Send reminders, follow up personally, and make clear it’s blocking your business’s ability to generate leads through Google.
Missing certificate holder information on insurance COIs causes constant delays. Your insurance certificate must explicitly list “Google LLC” as the certificate holder in the designated field. Simply emailing your insurance policy or a certificate without proper certificate holder designation won’t work. Be specific with your insurance agent: “I need a certificate of insurance with Google LLC listed as the certificate holder for my Google Local Services application.”
How crftsmn helps: We conduct pre-submission audits that identify and correct common issues before they cause delays, provide specific guidance to your insurance agent to ensure proper certificate formatting, chase down background check stragglers to keep your application moving, and handle all Google communication to address questions immediately rather than waiting for email responses.
The Background Check Deep Dive
Background checks deserve special attention because they’re often the longest and least predictable part of the verification timeline. Google’s screening partner conducts comprehensive checks that can take 3-5 business days for clean records in straightforward situations, but can extend much longer for complex scenarios.
Everyone who visits customer locations needs screening. This includes owners, partners, managers who occasionally go on jobs, and every field technician. Office-only staff who never enter customer homes don’t need screening. Be thorough in identifying who requires checks—missing even one person who occasionally does field work can cause issues later if they perform LSA-generated jobs before completing screening.
The screening process itself is digital and straightforward. You receive an email invitation, click through to a secure portal, provide personal information (name, date of birth, social security number, address history), answer questions about your background, and authorize the screening. The screening company then runs checks across multiple databases. Most people with clean records in one jurisdiction complete in 3-5 business days.
Complex situations extend timelines significantly. If you’ve lived in multiple states, the screening company must check records in each jurisdiction—that’s multiple separate database queries that each take time. Common names (like “John Smith” or “Maria Garcia”) require additional verification steps to ensure they’re checking the right person. Any criminal history requires manual review to determine if it’s disqualifying, adding several days to the process.
Certain backgrounds trigger more scrutiny. Felony convictions, sex offense history, violent crime history, or patterns of fraud-related offenses may disqualify you from Google Verified status. Google doesn’t publish exact criteria, but the screening is designed to protect customers. If you’re unsure whether your background will pass, consider consulting with crftsmn before investing time in the application—we can sometimes assess likelihood based on the nature and timing of past issues.
How crftsmn helps: We manage the complete background check coordination including identifying exactly who needs screening, sending personal reminders and follow-ups to ensure timely completion, troubleshooting common issues that arise during screening, and working with Google’s screening partner to expedite processing where possible.
After Approval: Activation and Going Live
Once Google approves your verification, your Google Verified badge activates and your Local Services Ads can begin running. However, “approved” doesn’t automatically mean “generating leads”—you still need to complete your profile, set your budget and service areas, and optimize your presentation for maximum visibility.
Approval notification arrives via email. Google sends confirmation that you’ve achieved Google Verified status. Log into your Local Services Ads dashboard and you should see “Verified” status with a green checkmark. At this point, your account is eligible to run ads, but you need to activate your campaign and set operating parameters.
Configure your weekly budget and maximum cost-per-lead immediately. Until you set these, your ads won’t run. Start conservative if you’re unsure—maybe $500/week budget and slightly below-market cost-per-lead maximums—then adjust based on initial performance. You can always increase budget after proving ROI; starting too aggressive and burning cash on unconverted leads creates unnecessary stress.
Complete your profile optimization. Your business description, service categories, service areas, business hours, and photos all impact your ad performance. Spend an hour making these perfect rather than rushing to “go live” with a half-complete profile. Upload professional photos of your trucks, team, and completed work. Write a compelling business description. Select all relevant service categories you want leads for.
Your ads typically begin showing within a few hours of activation, though it can take up to 24 hours for Google’s system to fully integrate your new verified account. Test search from different locations in your service area to confirm visibility. If you’re not showing up where expected, review your service area settings and budget—you might need to increase one or both to compete effectively.
How crftsmn helps: We handle complete post-approval setup including optimal budget and bid configuration based on your market, comprehensive profile optimization that maximizes ad performance, test searches to verify proper visibility across your service territory, and immediate monitoring to identify and resolve any issues that arise during your first week live.
Start Your Verification Journey Today
Getting approved for Google Verification and launching Local Services Ads isn’t complicated, but it does require attention to detail, proper documentation, and systematic execution. Plumbing businesses that approach verification strategically—gathering all documentation upfront, ensuring name consistency, coordinating background checks efficiently, and working with professionals who know the process—can go from decision to approved in as little as one week.
Every day you delay starting verification is another day your competitors are capturing leads from the top of Google search results while you’re invisible. The businesses dominating Local Services Ads in your market didn’t get there by accident—they invested in proper setup and ongoing management. The approval process is just the beginning of building a sustainable lead generation channel that can transform your business growth.
crftsmn specializes in managing the complete Google verification and Local Services Ads setup for plumbing businesses ready to compete seriously in local search. We handle the paperwork, coordinate with your insurance provider, manage background checks, and get you approved faster than DIY approaches while ensuring everything is set up correctly from day one for maximum performance and ROI.
Frequently Asked Questions
Q: Can I start running ads before my background checks complete?
A: No, all required background checks must be completed and approved before your Google Verified status activates. You can complete most of your profile setup and documentation submission while waiting for background checks, but ads won’t run until complete verification. This is why coordinating all background check participants promptly is critical to your timeline—one straggler delays your entire launch.
Q: What happens if my background check comes back with issues?
A: Minor issues (traffic tickets, misdemeanors, very old offenses) typically don’t disqualify you. Google evaluates the nature, severity, and recency of any findings. Serious issues like felony convictions, violence, sexual offenses, or fraud patterns may result in denial. Google doesn’t publish exact criteria. If denied, you can appeal with additional context or documentation. Some businesses successfully appeal by providing evidence of rehabilitation, but the process adds weeks to your timeline.
Q: Do I need to reverify annually?
A: Google requires ongoing compliance, not annual reverification. You must keep your licenses current, maintain valid insurance, and notify Google of any new hires who need background checks. Google monitors license and insurance expiration dates from your submitted documentation. Thirty days before expiration, you’ll receive reminder notices. Submit renewal documentation before expiration to maintain uninterrupted ad service. Let credentials lapse and your ads stop immediately.
Q: How long does it take to get approved if I need to renew expired licenses first?
A: Add your license renewal timeline to Google’s verification timeline. License renewals vary by state: some process renewals in 1-2 business days online, others take 2-4 weeks for manual processing and mailing. If your license expired months ago and requires reexamination, you might face 4-8 weeks before you’re eligible to even start Google’s verification. Always maintain current licenses to avoid costly lead generation gaps.
Q: Can I get approved for Google Verification and then add Local Services Ads later?
A: Google verification and Local Services Ads are the same thing—you get verified to run the ads. There’s no separate “getting verified first then deciding on ads later.” The verification process exists specifically to enable you to run Local Services Ads with the Google Verified badge. Once verified and approved, you can pause and restart your ads any time (though pausing for extended periods may require reverification), but the verification itself is only meaningful for running LSAs.