By Restoration Advertising · 10/06/2026
Local Services Ads for a Restoration Company
What Google checks before a restoration company can run Local Services Ads, how you pay, and what to ready first. Requirements vary by category and place.
What are Local Services Ads?
Local Services Ads are Google's pay-per-lead format for home service businesses, and a business has to pass Google's screening before its ads can run. Google says you only pay when a customer gets in touch from your ad (Google Local Services Help: How providers qualify for Local Services Ads, page undated). For a restoration company, where the first call often wins the job, that is why owners ask about them. This article covers what Google asks of you, not whether the ads will pay off for your market. For that comparison, see Google Ads, Local Services Ads or SEO: which first.
What does Google check before your ads can run?
Google says every business must pass its screening and verification process, and that the process varies by business category and location. Checks can include background, business registration, insurance and license checks (Google Local Services Help: Business screening and verification requirements, United States, page undated).
One requirement applies to every category: a public and verified Google Business Profile (same page). If yours is not set up yet, start with your Google Business Profile as a restoration company.
Google's United States requirements page lists water damage as its own category, and mentions IICRC certification in that entry. Read your own category's row on Google's page before you plan anything, because the checks differ by category and can change.
What to gather before you apply
A public, verified Business Profile
The one requirement Google states for every category. Your name, categories and service areas should already be accurate.
Business registration and licenses
Google lists business and owner license checks for many categories. Have your state-level paperwork current and to hand.
Insurance documents
Most home service categories list insurance checks. Confirm which coverage Google names for water damage and that your policy is current.
Who may be checked
Google marks background checks as applying to select users in many categories. Read your category's row to see who is covered.
Certifications you actually hold
If Google's entry for your category mentions a certification, have the proof ready, and claim nothing you cannot document.
A way to answer every lead
You pay for each contact, so a missed call is money gone. Decide who answers at 2 a.m. before the ads start.
Are the ads worth it for you?
That depends on your market, your capacity and how fast you answer. Google does not promise results, and neither should anyone selling you a number. Track every lead you pay for to a booked job, and judge the ads on cost per booked job, not cost per lead. If you cannot take on more work this month, no ad format fixes that.
Your checklist
- Business Profile public, verified and accurate
- Google's requirements page read for the water damage category, in your state
- Licenses and insurance current, with copies ready
- A plan for who answers leads, at every hour you advertise
- A way to tie each lead to a booked job
Want help planning your online presence? See for restoration companies, or check how you appear in the directory.
FAQ
Do Local Services Ads cost money to set up?
Google says you only pay when a customer gets in touch from your ad. Check Google's current pages for any other fees that apply in your area.
Is a Google Business Profile required?
Yes. Google states that Local Services advertisers must have a public and verified Google Business Profile.
Do the requirements differ by state or category?
Yes. Google says the screening process varies by type of service and location, so read the row for your own category and state.