Google My Business Listing

I've been looking to get into lead generation (home services) and noticed that some old lead gen strategies involve verified Google My Business listings without addresses but during my research I've been seeing that recently it has been getting progressively harder to get those listings verified. I was wondering if it is even worth it to make a GMB and pay for verification/reviews since paying for those might result in it getting taken down later on. Has anyone had success with lead gen while only ranking the website?