ReferenceGoogle Ads disapproval
Local Services Ads requirements
Google disapproves a Local Services Ads profile or photo that breaks its rules, such as false information about a license or insurance, a phone number or street address in a photo, or another business's watermark. Correct the detail or replace the photo, then follow the emailed instructions or appeal in your Policy Manager.
At a glance
- Where it shows
- The status of the profile or photo in your Local Services Ads account, and the email Google sends about it.
- What stops
- The ad or photo does not show while it is disapproved.
- How serious
- Low on its own. Multiple or serious violations can lead to a suspension, which stops all Local Services Ads in the account and may affect related accounts.
What it means
Local Services Ads has its own rules on top of the Google Ads policies. They cover three areas: the profile and business information, the photos, and the business practices. Each area has its own fix.
Google's page says the photo guidelines do not apply to partner affiliate advertisers. It also says AI-edited and AI-generated images are not allowed in the EU or New York state from August 2, 2026.
What actually triggers it
Contact details or a watermark in a photo
Photos that show a phone number, an email address or a street address, including on vehicles, uniforms or storefronts, break the photo rules. So does a watermark from another business.
A photo that is blurry, a screenshot or a duplicate
Blurry or poorly lit photos, screenshots and photos that duplicate earlier uploads are listed. Photos are reviewed before they publish.
Profile details that do not match the work
False information about a license, insurance, service area or work experience breaks the profile rule. So does advertising outside a geographic license area, or using another person's license.
Dishonest pricing or unfinished work
The business practices section lists low estimates followed by high charges, raised prices on arrival without a significantly changed scope, undisclosed fees, refused receipts and payment accepted without the work being completed.
Fix it in this order
- Open your Local Services Ads account and read the email, or the Policy Manager entry, for the disapproved item.
- For a profile detail, correct the information so it matches your licenses, insurance and service areas.
- For a photo, replace it with a JPEG, PNG, BMP or ICO file at least 640 by 640 pixels and no larger than 10 MB, showing no contact details or watermark.
- For a business practice, honor the quoted price, disclose all fees up front and provide receipts. Then use the email's instructions to respond, or appeal in the Policy Manager.
Contact Local Services Ads support if you disagree or have an issue the steps do not cover.
When to appeal
Appeal in the Policy Manager when the item is fixed, or when you believe the decision is wrong. Contact support when the email's steps do not resolve it.
Often confused with
The category rule that decides whether a business may advertise through Local Services at all. This page covers the profile, photo and practice rules once it does.
Local Services photos have their own sizes and their own list of breaks, not the Google Ads image asset rules.