If your business relies on Google to show up in local searches—especially for services like locksmiths, garage door repair, HVAC, plumbing, or other high-trust industries—you may have encountered something called Google’s Advanced Verification Process.
And let’s be real—it can be confusing, annoying, and slightly terrifying. Why is Google asking for business documents, video verifications, or even background checks? Is this a scam? Is your Google Business Profile at risk? You’re not alone in wondering. At EVpro Marketing, we’ve helped many local service providers through this very process. In this guide, we’ll break it all down into plain-English steps, so you can know exactly what to expect and how to get it done right the first time. Let’s dig in.
What Is Google’s Advanced Verification?
Advanced Verification is Google’s way of checking that certain local businesses are real, legitimate, and operating within legal and ethical standards.
It primarily applies to industries that have historically been vulnerable to fraud or abuse. If your business falls within these categories, Google may flag it for a deeper verification before letting you run ads or update your profile.
Industries Commonly Affected
If you’re in a service industry where trust is everything, chances are your business may be flagged for Advanced Verification. Google pays special attention to industries that have seen higher rates of fraud or misrepresentation in the past. That’s why certain types of businesses—especially those that enter people’s homes—are more likely to be required to complete this process.
- Locksmiths
- Garage door repair
- HVAC services
- Plumbing
- Electricians
- Other “home services” in select areas, especially high-population metro zones like Austin, Los Angeles, or Phoenix
Important: This is not the same as the standard Google Business Profile verification (like a postcard or phone call). This is a stricter process, especially if you want to run Google Local Service Ads or certain Google Ads campaigns.
Why Does Google Use Advanced Verification?
Google wants to protect users from scams and ensure that businesses listed on its platform are who they say they are.
This protects Google’s credibility—and more importantly, it protects your potential customers from being misled by fake or shady businesses that buy fake reviews or misrepresent their services.
How Do You Know If You’re Required to Complete Advanced Verification?
Google will typically notify you directly if you need to go through the process. This can happen when:
- You try to set up a Local Services Ads account.
- You attempt to advertise with Google Ads in a restricted category.
- You update or create a Google Business Profile in a high-risk industry or location.
If you’re not sure, you can always try to set up ads, and Google will alert you if you’re required to start the advanced verification.
Step-by-Step Guide to Preparing for Google’s Advanced Verification
Let’s walk through the major components so you’ll be ready (and confident) to pass the first time.
1. Understand What Google Will Ask For
The process can vary slightly based on your industry and location, but in general, here’s what you’ll need:
Legal Information
- Business license, registrations, or permits (if applicable)
- Proof of physical address (utility bill, lease, etc.)
- Personal IDs of business owners or managers
Video Verification
- A live or pre-recorded walkthrough of your business location, vehicles, tools/equipment, and signage
Background Checks (for some service industries)
- Authorized representatives may need to undergo a background check through Google’s verification partner, typically Pinkerton or Evident
Website and Online Presence Review
- Google may cross-check addresses, phone numbers, and branding across your website and external platforms
2. Gather Your Documentation Before Starting
Trying to scramble for this mid-process is stressful. Instead, here’s what to have on hand:
Item | Description
|
|---|---|
Business License | Make sure the name matches your Business Profile |
Utility Bill or Lease | Shows your name and business address |
Driver’s License or Government ID | For you and other owners if requested |
Photos of Workspace/Signage | Indoor and outdoor shots are helpful |
Service Van/Truck Photos | Especially important for mobile businesses |
3. Schedule Time to Film the Video Walkthrough
Google takes the video part seriously.
If required, you’ll either:
- Join a real-time video call with a reviewer, or
- Be asked to submit a pre-recorded video showing your place of business
Tips for a Successful Video Walkthrough:
The video walkthrough is your chance to prove your business is real, professional, and operating as advertised. Google uses it to validate everything from your signage to your tools and workspace. Treat it like a quick virtual audit—make sure you’re showing the kind of environment that builds trust with both Google and your customers.
- Clean and organize your workspace beforehand
- Make sure signage is visible and clearly matches your business name
- Show your address or suite number if applicable
- Walk through tools, uniforms, marketing materials, and any branded items
- If you work from home, designate a professional-looking workspace
4. Prepare Your Team for Background Checks
In some industries—especially locksmiths and garage door repair—Google may request background checks for business owners and field employees.
This step can be a headache if you’re not ready. Make sure:
- You notify your team in advance
- Everyone has updated identification
- You’re being transparent about the process
Note: Not every business will need background checks, but if Google asks for them—don’t ignore it. It’s mandatory to proceed.
5. Double-Check Online Consistency
Google will often compare your submitted information with what’s publicly visible online.
Run through this quick checklist:
- Does your website match your Google Business Profile (name, address, phone)?
- Are your social media profiles up to date?
- Do your photos and branding look legitimate?
- Are there suspicious duplicate listings of your business online?
If anything looks off, clean it up before submitting.
Common Pitfalls to Avoid
Many businesses fail Advanced Verification the first time due to very fixable mistakes. Don’t be one of them.
Here’s what to watch out for:
Many businesses stumble on simple, avoidable issues during Advanced Verification. Before you submit anything, take a moment to double-check the most common red flags. These missteps can delay your approval or even get your profile suspended—so it’s worth addressing them upfront.
- Using a virtual office or PO box as your business address: Google wants a real, physical location
- Inconsistent business details online: If your business name, phone number, or address differs across platforms, red flag
- Hasty or incomplete video submissions: Google wants to clearly see your business ops
- Unverified, newly created Business Profiles: Give your profile time to build trust signals
How Long Does the Advanced Verification Take?
Times can vary, but here’s a general idea:
Step | Estimated Time
|
|---|---|
Document submission | 1–2 days |
Video review or call | Scheduled within 3–5 days |
Background checks | Up to 2 weeks |
Final approval | Typically within 5–10 business days after all steps |
If there are issues or inconsistencies, it may take longer. That’s why it’s so important to prepare upfront.
What Happens If You Fail?
Failure isn’t the end of the road, but it can stall your ability to advertise and show up in local search results.
Google usually provides a reason, and you can often reapply. However, repeated denials can hurt your overall trust rating with Google.
To prevent this:
- Review your submission thoroughly before hitting send
- Reach out to a professional (like us at EVpro Marketing) if you get stuck
How EVpro Marketing Can Help
At EVpro Marketing, we specialize in helping local service businesses navigate the maze of Google’s platform—from Business Profile optimizations to passing Advanced Verification and running ads that get results.
We’re based in Austin and understand how Google treats local businesses in this area. That means we know what works right here in central Texas.
Our clients love that we:
- Help gather and submit the right documents
- Review video walk-throughs for best practices
- Ensure branding and citations are consistent across platforms
- Get your verification passed faster and with less stress
We’re not here to sell—we’re here to solve the roadblocks holding your business back.
FAQs About Google’s Advanced Verification
What if I work from home?
Google may still allow this, but you’ll need to show a clearly defined workspace, branded materials, and possibly a service vehicle.
Do all local service businesses need to go through this?
No. Only those in high-risk industries or specific geographic markets. If you’re unsure, Google will let you know when you try to run ads or update your profile.
What if I’ve been verified before but now I’m being asked to do it again?
Google’s policies can change, and sometimes they re-verify accounts. It doesn’t mean you’re in trouble—just that Google’s raising the bar.
Final Thoughts: Getting This Right Could Mean More Business
Google’s Advanced Verification might feel like a hassle—but it’s also an opportunity. Once you pass, your ads and profile can stand out in local search results, especially since many of your competitors might not make it through.
The extra trust from Google translates to more visibility—and more calls or leads from real customers. So don’t cut corners.
Prepare well, and if you feel overwhelmed—get expert help. EVpro Marketing is ready to guide you, every step of the way.
For more guides like this, follow our blog or reach out if you need hands-on support. Your next five-star customer might be just a search away.
