If your Local Services Ads application is taking longer than expected, it is usually because Google is still completing one or more screening and verification checks. Google says the process varies by business category and location and can include business registration, licenses, insurance, background checks, Google Business Profile verification, reviews, and, for some categories, Advanced Verification.
For U.S. businesses, Google currently says the screening process takes about 3–4 weeks on average after documents are submitted. Advanced Verification can take longer because it may involve reviewing your Google Ads account, public business information, registration details, and even a video interview. (Google Help)
There have also been several recent changes that can affect the process. Google introduced the new single Google Verified badge in 2026, replacing the older Google Guaranteed and Google Screened badge system for new advertisers. New businesses must complete the current screening and verification requirements to receive the badge. Existing eligible advertisers were transitioned automatically, and Google says the badge change itself does not affect LSA ranking. (Google Help)
Google has also moved toward more risk-based verification. In the U.S., some advertisers can receive accelerated verification based on Google's initial risk assessment, but they may then have 14 days to complete additional checks. Google can also re-evaluate advertisers later and request another review if the business's risk level changes. (Google Help)
Another important change is that Google updated the Local Services platform policies in July 2026 and renamed them Local Services Ads requirements. The update also aligned the requirements with the new Google Verified badge system.
If your application is stuck, check the verification dashboard first. Make sure your Google Business Profile is verified and properly connected, your business name matches your documents, and your licenses and insurance are current. Google says the Business Profile ownership/management check can take up to 24 hours after the correct access is established.
So, a long review does not necessarily mean your application was rejected. It may simply mean Google needs additional verification, manual review, or Advanced Verification before your business can go live.
