Two of the documents standing between you and a live, badged Local Services Ad are your proof of insurance and your trade license. Knowing how to upload insurance and license documents to LSA — in the right format, with the right details matching — prevents the single most common cause of stalled applications: a rejected or mismatched document. This guide covers what Google expects and how to get it accepted the first time.
What documents LSA requires
Requirements vary by category and region, but the core two are almost always a current certificate of liability insurance and a valid trade license for the work and jurisdiction you are advertising. Some categories require additional certifications. Google verifies these against your submitted files and, where possible, against the issuing authority, so the documents must be genuine, current, and consistent with your business identity.
Before you upload: get the details aligned
- The named insured on the insurance certificate should match your legal business name.
- The license holder name should match the same legal name and your Business Profile.
- Coverage should be current (not expired) and meet your category’s minimum.
- Documents should be legible and complete — every page, no cropping, no redaction of the fields Google needs.
How to upload insurance and license documents to LSA step by step
- Gather clean copies. Use the original PDF from your insurer or licensing board where possible; a crisp scan or clear photo of the full document also works.
- Open the verification section of LSA sign-up. During onboarding (or later, if Google requests re-verification), you will find document upload prompts for license and insurance.
- Upload the license first. Attach the file and enter the license number and jurisdiction exactly as printed.
- Upload the insurance certificate. Attach the current certificate of liability insurance showing the named insured, coverage amounts, and policy dates.
- Submit and watch for follow-ups. If a screener asks for a clearer copy or an updated policy, respond the same day to keep the application moving.
One note before you start: Google periodically redesigns the Local Services Ads dashboard and renames menu labels, so the exact wording of a button or the order of screens may differ from what you see here. Where a step depends on a specific control, we describe what it does rather than promise an exact label — if your screen looks different, check Google’s current Local Services Ads help center for the latest steps.
Why documents get rejected — and how to fix each
| Rejection | Cause | Fix |
|---|---|---|
| Name mismatch | Insured/licensee name differs from account | Align the legal name across all documents and your profile |
| Expired coverage | Policy or license lapsed | Upload the renewed, in-force document |
| Insufficient coverage | Below category minimum | Increase coverage and resubmit the new certificate |
| Unreadable file | Blurry, cropped, or partial scan | Re-scan the full document at higher quality |
| Wrong document type | Quote or binder instead of certificate | Submit the actual certificate of insurance |
File format tips
A clean PDF from the source is the safest choice because text stays sharp and the whole document is captured. If you photograph a paper copy, use good lighting, lay it flat, capture all four corners, and avoid glare over the policy numbers and dates. A document a reviewer has to squint at is a document that gets bounced.
After approval: keep documents current
Google can re-verify, and an expired license or lapsed policy can suspend your Google Verified badge until you upload current proof. The practical habit is to treat your renewal dates as ad-account deadlines: when you renew insurance or your license, upload the new document promptly rather than waiting for Google to ask. That keeps your badge — and your ability to run ads — uninterrupted.
A pre-upload checklist
- Named insured matches your legal business name exactly.
- License holder name matches that same legal name and your Business Profile.
- Policy and license are current, not expired.
- Coverage meets your category’s minimum.
- The file is the actual certificate/license — not a quote, binder, or screenshot — and every page is legible.
Two minutes spent confirming these before you upload saves the days of delay a rejection adds. Because Google can re-verify at any time, keep a current copy of each document saved and ready to resubmit so a re-check never catches you scrambling.
Frequently asked questions
What insurance does Google require for Local Services Ads?
Most categories require a current certificate of liability insurance where the named insured matches your legal business name and coverage meets the category minimum. Exact requirements vary by trade and region, so check the requirements for your category.
Why did Google reject my license or insurance document?
The most common reasons are a name that does not match your account, expired or insufficient coverage, an unreadable or cropped scan, or the wrong document type such as a quote instead of a certificate. Fix the specific issue and resubmit a clean, current file.
Do I need to re-upload documents when my insurance renews?
It is wise to. Google can re-verify, and a lapsed policy or license can suspend your badge. Uploading the renewed document promptly keeps your Google Verified status and your ads running without interruption.