If your Google Local Services Ads have stopped, first work out which of three things has happened: your screening was rejected, a single ad was disapproved, or the whole account was suspended. Each has a different fix. Rejected checks are usually solved by sending the right document, disapproved ads are fixed or appealed in the Policy manager, and suspensions go through Google’s support team with evidence that the problem is resolved.
Is my Local Services Ads account suspended, rejected or just disapproved?
Google treats these very differently, so start by logging in to your Local Services Ads account and opening the Policy manager. Google’s help page on fixing a disapproved Local Services ad tells advertisers to check there first for an account suspension or a category-level disapproval.
| What you see | What it means | Where to fix it |
|---|---|---|
| Screening or verification not complete, or a document marked as rejected | You have not yet passed the business check, insurance or licence checks | Upload a corrected document in your account |
| One ad or photo disapproved | That item breaks a policy; the rest of the account may still run | Policy manager, then “Contact us to fix this” or appeal |
| Account suspended | All your Local Services Ads stop running | Policy manager appeal, or Local Services support |
Before assuming the worst, check that nobody has paused the ads and that the budget has not simply run out. Neither of those is a suspension.
Why does Google reject a UK trade at screening?
Google’s UK screening and verification requirements set out what home services businesses must pass: a business check, public liability insurance, a licence where local law requires one, and a public, verified Google Business Profile. Google says screening takes three to four weeks on average after you submit your documents.
Google’s own developer documentation lists the reasons a business registration check can be rejected. They include:
- business details or the business name not matching the name on your Local Services Ad
- an expired document
- the wrong type of document
- a document that could not be verified as legitimate
- a registration number that could not be found
- a blurry or unclear photo of the document
If your insurance certificate says one thing, your Companies House record another and your Google Business Profile a third, fix them so they match before you upload again. Our guide to local citations and NAP consistency walks through getting your name, address and number identical everywhere.
Is my trade even an LSA category in the UK?
Some rejections happen because the service is not offered here. Google’s UK page lists the home services categories on offer, including electrician, plumber, roofing, HVAC, pest control, removals, window cleaning, window repair, landscaping and general contractor. If your trade is not on that list, Local Services Ads is not the right channel for you yet, and Google Ads or local SEO will do the job instead.
What gets a Local Services Ads account suspended?
Google’s Local Services Ads requirements say an account “may be suspended if you have several violations or a serious violation”. The rules most relevant to UK trades are:
- Misleading representation: wrong information about your qualifications, licences, insurance, service areas or prices, or using the licence of someone who does not work for you.
- Dishonest pricing: quoting low to win the job and charging much more on the day, or hiding call-out and diagnostic charges.
- Lead selling: passing leads to another firm. Only you or your vetted technicians may do the work.
- Circumventing systems: duplicate accounts, false verification information, or opening a new account after a suspension.
- Monetisation abuse: for example listing a phone number as your business name or diverting customers to another number to avoid paying for leads.
- Non-fulfilment and behaviour: not completing promised work, ignoring complaints, or treating customers or Google staff unprofessionally.
Google’s page about account suspensions adds that related accounts may also be suspended, and so may any new account you try to create. That is why opening a fresh account is the worst thing you can do: it can turn a fixable suspension into a permanent one.
Want to know where your business shows on Google? We will search for your trade in your area, show you what a customer sees and tell you the three things we would fix first. It is free, with no obligation. Get your free Google check.
How do I get my Local Services Ads reinstated?
Work through these steps in order.
- Read the exact reason. In the Policy manager, select “Read the policy” under the issue. Google also emails you when this happens.
- Fix the cause before you contact anyone. Correct the business name, renew the insurance, remove the misleading price claim, close any duplicate account you control. An appeal with nothing changed rarely helps.
- Gather evidence. A clear scan of your current insurance certificate, your Companies House record or other registration, and screenshots showing the corrected details on your Google Business Profile.
- Use the right route. For a disapproved ad, choose “Contact us to fix this” in the Policy manager; once fixed, Google says the ad is reviewed again automatically. For a suspension, Google’s help says to use the appeal option under the policy you broke in the Policy manager, and you can also contact Local Services support from inside your account.
- Keep one account and wait. Google does not publish a timescale for suspension reviews, so be wary of anyone who promises one. While you wait, your Google Business Profile, website and any Google Ads campaigns can keep bringing in work.
How do I stop it happening again?
- Diary your renewal dates. Expired insurance is an easy way to fail a check. Upload the new certificate as soon as it arrives.
- Keep one name everywhere. Your trading name should match across registration, insurance, your Business Profile and the ads.
- Price honestly and up front. Mention call-out or diagnostic fees in the conversation before you arrive.
- Answer the phone. Google’s page about ad rankings says “Missed calls may negatively affect your responsiveness”, which feeds into where you rank. Our post on how fast trades should answer a new enquiry covers simple ways to cover calls when you are on a job.
Frequently asked questions
Do I lose my Google Verified badge if my account is suspended?
While an account is suspended, its Local Services Ads stop running, so customers will not see your ad or its badge. Google’s Google Verified badge page explains that the single badge replaced the old Google Guarantee and that advertisers receive it once they meet the screening and verification requirements.
Should I set up a new account to get back online quickly?
No. Creating new accounts after a suspension is listed by Google as circumventing systems, and new accounts may be suspended too.
Where do Local Services Ads appear compared with Maps and normal ads?
Our guide to where trades show up on Google explains how ads, the map pack and AI answers sit on the results page.
Need help getting back online?
We manage Google Local Services Ads for UK trades, including screening, documents and policy problems. We cannot promise Google’s decision, but we can help you make sure your fix and your evidence are complete before you go back to Google.
Not sure why your leads have stopped? Start with a free Google check, or get in touch with Unavoidable Marketing or call 07749 941111 and we will look at your account with you.
Let’s make you Unavoidable.
About the author: Andrew Heppinstall is the founder of Unavoidable Marketing, a Leeds agency that helps UK trades and local service businesses win work through Google Local Services Ads, SEO and paid search. His article “What makes Google ads effective?” appeared on the Business Matters page of PHAM News in September 2026.