Local Services Ads: Partner Updates [November 2021]

Welcome to the November edition of Google’s Local Services Ads Partner Updates. Here’s what you need to know:

General Updates

1. Reminder: Unification Roll Out | Alert that Local Services Ads Metrics Listed In AdWords Not Yet Accurate

We continue to work on unifying the data between Local Services Ads Campaigns and the metrics displayed in Google AdWords. Please be aware that, as of now, the data in Google AdWords is not reliable or accurate. The source of truth for Local Services Ads data remains the Local Services Ads portal and reports. We will keep you informed regarding progress toward unifying the data and when Google AdWords will correctly display Local Services Ads metrics.

Verifications & Onboarding Updates

1. Professional Services Providers To Provide Their Email Addresses In The Business Verification Portal

Professional Services Verticals that require agent or field worker background checks, such as Financial Planners and Real Estate Agents, now need to provide email addresses for all professional service agents when submitting their individual licenses. 

The agent’s email address is a required field within the agent’s license module. While these email addresses will be used exclusively for the background check process in the near future, they are currently being collected on Google’s platform. We advise providers to complete their required background checks promptly by selecting the background check modules on their business verification tabs. Expect further updates on these changes in the coming months.

2. Reminder: Providers Cannot Edit Their Primary Business Owner Email Address After They Submit Their Roster

We’ve observed an increasing number of background check reset requests from providers who have submitted rosters with misspelled primary business owner email addresses. Such errors can significantly extend the time it takes for a provider to complete their
background check requirements. This serves as a reminder to carefully double-check the primary business owner’s email address before submitting the final roster. More information can be found here.

3. Submit a DBA (Doing Business As) If Your Legal Business Name Differs From Your Local Services Ads Business Name

Legally, if a business intends to operate under a name that differs from its registered business name, it must file a DBA (Doing Business As) with the state. This process enables the state to monitor any potential illegal activities conducted by a business under different names. Local Services Ads aims to ensure that providers advertise under names that legitimately belong to them, and this requirement will soon be enforced.

Please note that presenting a Certificate of Insurance (COI) or a License with references to a DBA is insufficient. We require an official DBA document from the state in which the provider is advertising. For questions or to submit your business’s DBA documents, please contact Google’s support teams. Additional information can be found in their platform policies.

Have Questions?

If you have any inquiries or need further assistance, please consult the Local Services Ads on Google Help Page, or get in touch with our Local View team for comprehensive guidance.