Google Local Services Ads for Dallas Roofers: Verification, Leads and the Move to Performance Max
Google Local Services Ads show a roofer's name, rating and phone number at the top of the results, and the roofer pays for leads instead of clicks. In 2026 Google is moving them into Google Ads as Performance Max campaigns with pay per lead goals, and roofing is in the first group. This guide covers what a Dallas Fort Worth roofer needs, from Google's own help pages: verification, lead charges, ranking and the move.
What changes when your account moves
Google describes the move in phases. Phase one, in August 2026, covers select U.S. home and storefront service advertisers, and Google's list of supported verticals names Roofer under home services. Late 2026 brings broader groups, including service area businesses without storefronts, which describes many roofing companies. Remaining categories and non U.S. accounts follow in 2027. The account administrator gets an email 14 days before migration.
| Item | After migration, per Google |
|---|---|
| Where ads show | Google Search and Google Maps, as before |
| How you pay | Still per lead, not per click |
| Budget | Weekly budgets become a daily average (weekly divided by 7); monthly spend is capped at the daily average times 30.4 |
| Bidding | Manual bidding such as a max cost per lead is retired; Maximize Conversions is the default, with an optional campaign level Target CPA |
| Reports | Historical performance reports do not carry over; past leads, messages and call recordings do |
| Verification | Completed verification and the Google Verified badge transfer automatically |
| Business details | Name, address and hours sync one way from your Google Business Profile |
| Callouts | BBB callouts are no longer supported; you can select up to six callouts per business category |
Google says to allow up to two weeks for the migration to finish and performance to settle.
Step 1: Check eligibility and gather your documents
Google lists what a U.S. advertiser needs to go live with pre badge ads, which can bring in leads before full onboarding is complete:
- A license, or a business registration if you are not required to submit a license.
- An acknowledgment that you hold all appropriate business licenses.
- Reviews, subject to category requirements.
- Billing setup and a budget.
The license line matters in Texas. A 2025 House committee analysis states that Texas does not currently require a state issued license for reroofing contractors, so a Dallas roofer usually proves the business through registration instead. For U.S. businesses, Google uses a D-U-N-S number from Dun & Bradstreet. Without one, Google accepts a Secretary of State registration, an IRS Employer Identification Number or a Department of Revenue registration. A new D-U-N-S application can take up to 30 days, so start early. The person completing the checks must be an owner or manager of the Google Business Profile.
Step 2: Pass screening and verification
Screening is required for every business, and the exact checks vary by category and location. These are the checks Google describes for U.S. advertisers:
| Check | What Google says |
|---|---|
| Business registration | A D-U-N-S number, or a Secretary of State registration, EIN or Department of Revenue registration |
| Business representative | In select U.S. verticals, Dun & Bradstreet confirms the representative, then an identity check needs a clear, unexpired government issued ID; names must match exactly |
| Background checks | In categories that require them: the business, all owners and the service professionals who do the core work, including employees, contractors and subcontractors; office and support staff are not checked |
| What a background check covers | Identity and criminal history, plus civil judgments and liens at the company level; no credit check and no charge to the business |
| License check | State level licenses verified against government databases where possible; county and city licenses confirmed by the business |
| Insurance check | A certificate of insurance; the minimum depends on category and location and is shown on your dashboard |
| If you fail | A 30 day wait after a final disqualification, and 180 days after a second denial |
Read the insurance details closely. In North America the policy must stay active for at least 14 days after you submit it, show a policy number and match the name you advertise under, which may require a DBA document. The business address must cover the service area. Google may ask you to repeat checks, and missing a requested review can cost you the badge, pause your ads or suspend the account.
Google Verified replaced the old badges
Older Local Services ads carried badges such as Google Guaranteed. Google has simplified this to a single Google Verified badge. Existing advertisers who met the verification requirements earned it automatically, and new advertisers get it after completing screening and verification. Google also discontinued the money back guarantee that came with the Google Guarantee: customers can only request reimbursement for services booked through Local Services Ads before December 7, 2025, within 30 days of the service. Google says the badge change does not affect ad ranking.
Which leads you pay for
Google's lead rules explain most surprise charges:
| Lead type | When it is charged |
|---|---|
| Answered call | You answer, or you call back and speak with the customer |
| Missed call | During business hours, when the caller stays on the line more than 20 seconds; with a phone menu, the timer starts at the first key press |
| Voicemail or greeting | Treated as a connected call during business hours if the caller stays on more than 20 seconds, message or not |
| Message | A text or email from the customer, often priced lower than a call |
| Booking | A booking request (United States and Canada) |
| Repeat contact | Not charged again if there was interaction within 15 days from the same phone number or email; after 15 quiet days it can become a new lead |
Google assesses lead quality over 30 days. Leads that are invalid or low quality are not charged, and charged leads that turn out to be duplicate, invalid or poor quality can be credited automatically to your balance. Your business hours come from your Google Business Profile, and unanswered calls are only charged when both your ad schedule and your business hours are active. A practical takeaway: if nobody answers the phone after 5 PM, set honest hours rather than paying for missed calls you cannot return.
What helps a roofer rank
Google names the factors behind Local Services ranking: your bid, the likelihood of a lead, how responsive you are, the search itself, how relevant your services and bio are, and profile quality. Profile quality includes your rating, number of reviews, average response time, use of high quality images and your verification checks. Google says missed calls can hurt responsiveness and that turning on message and booking leads gives customers more ways to reach you, especially at night and on weekends.
| Setting | Google's guidance |
|---|---|
| Bidding | Keep Maximize Conversions; only set a Target CPA once you consistently get more than 15 leads a month |
| Messages and bookings | Opt in only if you can respond within 24 hours |
| Service area | Do not go beyond two hours of driving time from your business; target broadly, such as a whole county, rather than single ZIP codes |
| Reviews | Keep ratings above four stars and aim for at least 5 reviews |
| Photos | Use high quality photos you uploaded to your Google Business Profile; you can add up to 100 more during setup |
| Callouts | Up to six per business category |
For a Dallas Fort Worth roofer, that means drawing your service area around where your crews really go. Google also says customers are more likely to leave a review when you ask them directly.
A checklist before and after your account migrates
- Save your reports. Download them from the redirection page when it is available, or take screenshots, since historical reports do not carry over.
- Check your Google Business Profile. Name, address and hours sync from it, and a significant name or address change triggers a review that typically takes 24 to 48 hours, during which the campaign may pause. Do not rebrand in the middle of hail season.
- Review budget and bidding. Confirm the new daily average matches what you meant to spend each month, and replace any manual bids.
- Set lead notifications. Every user is opted in by default, and at least one user must stay opted in. Make sure it is the person who answers the phone.
- Give it two weeks before judging results, and call Google's migration support at +1-844-205-0011 on weekdays if something looks wrong.
Storm timing matters: a paused campaign or a budget cap right after a hail event can leave you off the page. Our DFW roofer hail season marketing calendar shows what to have ready before spring.
Where video fits
Google says these campaigns do not need headlines, descriptions, videos or sitelinks from you. The ad is built from your Google Business Profile: your name, hours, rating and photos. That makes the profile the real ad. And when a homeowner sees three roofers with similar ratings, the profile and website are where a careful one looks before calling.
That is where real footage earns its keep. Photos and short clips from real Dallas jobs, like a crew on a tear off or the owner explaining the warranty, give a homeowner a reason to pick you. At Picture Perfect Video we film DFW roofers on real jobs and turn one filming day into a month of profile photos, website video and short ads. See Dallas roofing video marketing and our guide to Google Business Profile video.
Common questions
Can roofers use Google Local Services Ads?
Yes. Roofers are an eligible Local Services category in the United States, and Google lists Roofer among the home services verticals in the first phase of the move to Performance Max campaigns with pay per lead goals.
Do I need a license for Local Services Ads in Texas?
Google asks for a license, or a business registration if you are not required to submit one. Texas has no state roofing license, so Dallas roofers typically verify the business with a D-U-N-S number, a Secretary of State registration, an EIN or a Department of Revenue registration, plus insurance.
What is the Google Verified badge?
It is the single badge Google now shows on Local Services profiles when a business passes screening and verification. The Google Guarantee money back program ended for services booked from December 7, 2025.
Do I pay for missed calls from Local Services Ads?
Sometimes. Google charges for a missed call during business hours when the caller stays on the line more than 20 seconds. Calls outside your business hours or ad schedule are not charged as missed calls.
What happens to my Local Services Ads when they move to Performance Max?
Your leads, verification and badge carry over, ads still show on Search and Maps and you still pay per lead. Weekly budgets become daily averages, manual bidding is retired and historical reports do not transfer, so save them first.
Your ad gets the call. Your profile closes it.
Book a free call. We will plan a filming day that fills your Google Business Profile and website with real Dallas Fort Worth jobs.
Book a free call →Or email charles@pictureperfectvideo.com · call or text 945.212.2522
Related reading
Sources checked October 25, 2026, all from Google unless noted: Local Services Ads transition to Performance Max campaigns with pay per lead goals, About pay per lead goals for Performance Max, Supported business verticals, Best practices for pay per lead goals, Lead quality and budgets; Local Services Help: Getting started in the United States, Understand the screening and verification process, About the Google Verified badge, Local Services Ads overview, How leads work, About ad rankings, Reviews and ratings; Texas House: committee bill analysis, C.S.H.B. 3344. Google changes these programs often, so check the current help pages and your own account notices. This is general information, not legal advice.