Last updated: October 26, 2026
If you’ve seen HVAC companies at the very top of Google with a green badge and a star rating, those are Local Services Ads. For years the badge said “Google Guaranteed.” Most contractors still call it that. Google has since switched to a single “Google Verified” badge for all Local Services advertisers and is discontinuing the Money Back Guarantee that came with the old Google Guarantee.
So if you’re a Michigan HVAC company asking how to get Google Guaranteed, the real question today is how to get verified for Local Services Ads. The process is the same screening and verification that earned the old badge. Here’s how it works, what Google asks HVAC companies for, and where Michigan contractors tend to get stuck.
According to Google’s Google Verified badge page:
For you, the work is the same: pass screening, keep your profile strong, and answer your leads.
On its US screening and verification requirements page, Google lists HVAC as an urgent category, because people call HVAC companies for time-sensitive problems like a broken heater in freezing temperatures. Because of that, Google says HVAC professionals go through an additional level of screening that includes service professional background checks.
In practice, that means it’s not just you as the owner. In applicable categories, Google’s screening process page says every employee, independent contractor, or other worker who performs core services for customers has to complete a background check. Office staff and customer service reps who don’t go to customers’ homes don’t.
Google’s US requirements page lists the following for HVAC. Several items are marked “select users only,” which means not every business is asked for every item. Your Local Services dashboard shows exactly what’s required for your business.
A business check and an owner check, plus the service professional background checks described above. Google says the checks cover identity and criminal history for individuals, plus civil litigation history such as judgments and liens for the business. It says the background check doesn’t involve a credit check and businesses aren’t charged for it. Checks are handled by Google’s background check partners.
A business check and a business representative check. In the US, Google says it uses your D-U-N-S® number from Dun & Bradstreet to verify registration. If you can’t get one, it accepts a business registration with the Secretary of State, an EIN from the IRS, or a business registration with the Department of Revenue. Google notes that applying for a D-U-N-S number can take up to 30 days, so check whether you already have one before applying.
The business representative check confirms that the person setting up the account is authorized to represent the business, and includes an ID check with a government-issued photo ID. Google says the representative’s full name and the legal business name should match exactly across every document.
General liability insurance. Google says the minimum amount depends on your category and location, and the required amount is shown on the insurance upload screen in your dashboard.
Google’s upload guidelines for North America say:
A business license and an owner license at the state level. Google says it validates licenses against state databases where it can, and shows the verified licenses on your profile. You also have to confirm you hold any required county and city licenses and that your service professionals are properly licensed.
You need a public, verified Google Business Profile matched to your Local Services account. Google also says the person completing the business checks must be an owner or manager of that profile, even if someone else at the company already verified it. If you don’t have one yet, start with Google Business Profile management.
This is where Michigan HVAC companies most need to have their paperwork lined up. Michigan’s Department of Licensing and Regulatory Affairs (LARA) says a mechanical contractor’s license with the appropriate classification is required for mechanical work such as HVAC equipment, ductwork, heating, and refrigeration and air conditioning.
What that means for verification:
I’m not a lawyer or a licensing expert, so check your specific licensing with LARA if you’re unsure.
Sign up for Local Services Ads, choose the HVAC category, and set your service area. Your dashboard will show which checks apply to you.
Match your account to your verified Business Profile and make sure the person doing verification has owner or manager access.
Have your D-U-N-S number (or a backup registration document), Certificate of Insurance, state license information, and a government-issued ID for the business representative ready. Make sure the business name matches on all of them.
You, any other owners, and every technician who goes into customers’ homes complete the background check through Google’s partner. Get your techs’ info together before you start, because this is the step that often takes the longest to coordinate.
While checks run, set up your services, job types, business hours, bio, and photos. Google’s ranking factors include profile quality, reviews, and responsiveness, so these matter once you’re live.
Pick a bid mode and weekly budget. Once all checks pass, your Google Verified badge shows up and your ads can start running.
Google says the process takes 3 to 4 weeks on average after you submit your documents, and recommends starting as soon as you create your account.
Google also describes a risk-based process for select US users. Some advertisers may be eligible for accelerated verification and get the badge quickly, then have 14 days to finish any remaining steps to keep their ads running. Advertisers are re-evaluated over time, and Google may ask you to repeat checks. Skipping a requested review can cost you the badge, pause your ads, or get your account suspended.
For HVAC, timing matters. If you want to be live before the first cold snap or heat wave, start well ahead of the season.
The business name on your insurance, license, registration, and Business Profile should match. Google specifically calls out exact name matches for the representative check.
In an urgent category like HVAC, every tech who goes into homes needs to complete a check. One tech who ignores the email can hold things up.
The certificate has to be valid for at least 14 days after you submit it.
If the person setting up Local Services isn’t an owner or manager on the Business Profile, that step won’t complete.
Google says businesses that fail aren’t eligible. After any errors are resolved and a final decision is made, they have to wait 30 days to reapply, and 180 days after a second denial.
Getting the badge is step one. To get leads you need to rank, and Google says ranking depends on your bid, your responsiveness, and your profile quality. A few things that matter for HVAC:
I help HVAC companies in Metro Detroit and across Michigan set up Local Services Ads, get through verification, and keep leads coming once they’re live. That includes Google Business Profile management, GoHighLevel automation so no lead goes unanswered, and Google Ads for the jobs you want more of. See how it all fits on my HVAC marketing page.
Book a 15-minute call and I’ll look at where you stand and what you’ll need to get verified.
About Campaigns That Convert:
Google Ads, Local Services Ads, Google Business Profile management, and missed-call follow-up for plumbers, HVAC companies, roofers, and tree service companies.
Let’s grow your business together.
Campaigns That Convert LLC · Plymouth, MI · (313) 590-0304 · Serving Metro Detroit and Michigan
© 2026 Campaigns That Convert LLC. All rights reserved. · Privacy Policy · Terms of Service
