How to Complete Google Local Services Ads (LSA) Identification Verification (IDV) for Home Services Companies

If you’ve been advertising through Google’s Local Services Ads (LSAs), you already know how valuable the platform can be for driving high-quality, local leads. But recently, Google has added a new requirement that could impact your ability to stay visible: Identification Verification (IDV) for GLSA-eligible business owners and employees.

If you’re a home services professional (HVAC, plumbing, electrical, pest control, or any related field) this change affects you.

Here’s what you need to know about Google LSA IDV, and how Mediagistic can help ensure your ads don’t get paused.

Google LSA IDV: Why the New ID Verification Matters

When LSAs first launched, Google implemented background checks to verify the legitimacy of service providers. These checks were paused in recent years, but as the platform continues to grow, Google has brought back a more streamlined form of verification that involves no background checks, just legal identity confirmation.

This move is designed to increase consumer trust, improve ad quality, and protect the integrity of the platform. But it also means that if your business doesn’t complete the IDV process, your ads could be paused—cutting off lead flow and hurting your ROI.

What the Google IDV Process Looks Like

Google is working with a third-party verification provider called Evident to complete this process. Here’s how it works:

1. Receive Your Verification Link: You (or your business owner) will receive a secure link from Evident. You’ll need to sign in using the Google account associated with your LSA profile.
2. Confirm Your Business Information: Enter your official business address and upload a complete list of fieldworkers (any team member listed in your LSA ad profile).
3. Submit Identification Info: Each listed individual,including the business owner, must provide:
   • Social Security Number
   • Signed authorization for a background screening
   • A photo or scan of a valid ID (driver’s license, state ID, or passport)
   • Confirmation of several state-specific disclosures
4. Upload Documents: Documents can be uploaded via desktop or through a secure mobile upload link. Be sure the images are clear and match the information in your LSA account.
5. Submit and Monitor: Once all sections are marked as complete, submit the application. If there are issues (like name mismatches or blurry photos), Evident will send a follow-up email with a resubmission link.

Common Pitfalls to Avoid

• Name Mismatches: Make sure the names in your Google LSA profile match the ID exactly.
• Missed Emails: Emails from Evident may land in spam or junk folders—so keep an eye out.
• Incomplete Applications: Every section must be completed and marked with a green checkmark before submission.

How Mediagistic Makes It Easy

If you’re a Mediagistic customer, the good news is that everything already has been handled for you! If not, then as a Google Premier Partner and full-service marketing agency for home services brands, Mediagistic is here to help you stay compliant, avoid downtime, and keep your leads flowing.

With respect to Google’s Identification Verification (IDV) requirement, the Mediagistic team will:

• Identify which profiles need verification
• Prepare and submit the required information
• Monitor verification status through Evident
• Help you troubleshoot any issues
• Make sure your LSAs stay active and generating results

Don’t Let Paperwork Derail Your Lead Flow

As of January 2025, this new process is mandatory. If you delay or skip it, your ads may be paused—and that means fewer phone calls, fewer leads, and missed opportunities.

Need help navigating it all? Contact your Mediagistic Account Manager today and let us walk you through it.

Your job is to run the business. Ours is to keep the leads coming in.