Alright, so you’ve got your Google Local Service Ads (LSA) account mostly set up, nice work! But before it actually starts working for you, there are a few final things you need to knock out. These are the steps that don’t always get much attention but can really slow you down if they’re not done right.
Once you reach the final setup screen, one of the first things you’ll see is the business verification section. This includes stuff like billing info. Google usually tries to link this to your Google Ads account automatically but don’t assume it works perfectly. Double-check that the right ad account is linked and billing details are set up correctly, or you’ll hit a wall later.
You’ll probably need to upload proof of insurance depending on your industry and location. Just make sure the file is up to date. Sounds basic, but you’d be surprised how many people submit expired documents and then get stuck waiting on Google support.
For some businesses, background checks are required usually for owners or field workers. It’s a one-time thing, and once it’s done, you’re good. Google uses a third-party service called Evident to handle this. Just follow the prompts. It's a bit of a pain, but it doesn't take too long.
At this point, Google will try to connect your LSA profile with your Google Business reviews. If you’ve got reviews but they aren’t showing up, it’s probably a matching issue either your business name or address isn’t identical to what’s on your GBP. If that doesn’t solve it, try grabbing the Google Maps URL and send it to support. Yeah, it’s annoying, but it’s fixable.
You’ll need to set a weekly budget even if you’re not running ads yet. This tells Google you're ready to go. If you’re just starting out, consider setting a slightly higher weekly budget upfront (even if you don’t plan to spend that much long-term) to signal you’re serious.
You can choose manual bidding if you want to be aggressive out of the gate, then switch to automated after a couple of weeks once you’ve got some traction.
Before you wrap everything up, take a few minutes to clean up your profile:
Fill out your business bio check off things like “locally owned,” “free estimates,” or whatever actually applies to you.
Upload at least 4–6 solid photos. This helps build trust and gives people a better feel for your business.
Review and set your service area don’t go too wide. Focus on areas you can really serve well.
Update your business hours. Only list hours when someone can actually answer the phone. Missed calls = fewer leads.
These last steps aren’t the most exciting part of the setup, but they make a big difference. Once everything’s verified and connected, your ads can actually start showing and hopefully, your phone starts ringing.
In the next part, we’ll talk more about optimizing your account and making sure you’re getting quality leads without wasting money.
You’re almost there. Let’s keep it rolling!
