Determining your eligibility
The LSAs program is only open to certain types of businesses in certain cities. You can check the eligibility of your business by clicking the Getting Started button on this page and entering some basic business information. In general, the LSAs program is open to service-based businesses (e.g., HVAC, plumbing, and electrical) in cities with multiple businesses of that type.
For a city or area to start having LSA content appear with search results, there must be at least three participating businesses of that type enrolled in the program. If you are in a smaller market, you may need to wait for two of your competitors to join the LSAs program to start seeing results. However, the LSAs program is growing and more businesses are discovering it every single day.
Completing background checks
If your business is eligible based on the criteria outlined above, you should start by reading through the details of the program. Then, you can start the enrollment process online here.
Google, through a third-party background check vendor, conducts a background check of the following at your business:
- The business itself, to determine that it is an actual business that provides actual services.
- The business owner
- Any field workers, who must also be 18 years or older.
“Field workers” refers to any employees at your business who travel to the homes or workplaces of customers to provide services. In this way, a plumber would be considered a field worker and need to pass a background check, while a warehouse manager would not need to go through the background check program.
This is an all-or-nothing process. If the business, owner, and all the field workers pass the background check process, the business can move forward in the LSAs program. However, if even one field worker out of, say, 24 employees fails, the entire business fails and must follow Google’s instructions for remedying the situation.
Background check complications
In our experience, the background check process is complicated by a few factors:
- Incorrect Headcount: It is important the number of field workers submitted to Google for the background check match the number of field workers at your company exactly. If the background check comes back with either more or less field workers than you indicated, the entire process may need to start over.
In a vast majority of cases, there is no foul play involved here. The background check process takes 2-3 weeks to complete on average, so incorrect headcount is often caused by employee turnover during that window, or the following issue:
- New Field Workers: Every new field worker your business hires must be put through the LSAs background check program before they start going to customer’s homes. This means that participating businesses must wait 2-3 weeks for the background check to complete before they can put those employees in the field.
Other reset risks
There are two other potential “dead ends” you should keep in mind when setting up your LSAs:
- Timeline: We recommend that you finish LSAs setup within 7 days. After that point, certain information or requests time out, and you may have to start aspects of the enrollment process all over again.
- Company Name: Instruct your field workers who are going through the background check process to use a consistent company name. For example, if your business name is “Moe’s Air Conditioning” but your business is casually referred to as “Moe’s” or “MAC,” make sure your employees use the full name.