Google Guarantee: What Is It and How Do You Get It?

Google continues to dominate the online space as the go-to platform for information, research, and decision-making.

Its influence on how we gather information shows no signs of slowing down, with Google handling 14 billion searches daily—that’s over 5 trillion searches annually.

As online behavior has evolved, particularly with the introduction of AI, Google’s search results have also adapted. In 2015, Google began experimenting with more localized advertising options, which eventually led to the creation of Local Service Ads, commonly known as the Google Guarantee.

Local Service Ads

Today, if you searched “roofers Gainesville, Florida,” your search results page would probably populate Local Service Ads first, some of which contain a green check mark badge known as the Google Guarantee.

Local Service Ads operate as pay-per-lead, meaning you only pay if a customer calls, books, or messages you directly through the ad. You also set your budget based on how many leads you want.

Your business’s Local Service Ads will only populate to customers within your service area who are searching for your specific service offerings. This way, your ads are being presented to people who are ready to make a purchase.

What Is a Google Guarantee?

The Google Guarantee is a badge earned by a verification process, available for select service providers. For service providers in the United States, you can check this Google resource to see if your business qualifies for Local Service Ads.

This green check mark icon deems your business as reliable by Google, encouraging more trust and support for local businesses.

If someone “converts” (books a job through a Google Local Service Ad) and is unhappy with the service of a Google Guaranteed company, Google may reimburse the amount of the invoice up to $2,000, at Google’s discretion. You can find all the guidelines for reimbursement here.

To become Google Guaranteed, your business must pass a series of Google screenings and verification processes through Google Local service ads, including, but not limited to:

• Licenses
• Background checks
• Insurance
• Reviews in your Google My Business profile

This process can be time-consuming, and not every business qualifies for it.

How To Get Google Guaranteed

The process of receiving a guarantee is fairly straightforward, but requires a time commitment. If you operate in an area that offers the Google Guarantee for your service industry, you can apply by taking the following steps:

1. Create a Google My Business Listing if you don’t currently have one. This step also requires postcard, video or live video-chat verification.
2. Visit ads.google.com/local-services-ads, and click “Get Started” in the top right-hand corner.
3. Put in your postal code and select your job category, and click “Check Eligibility.”
4. Add your email address and click “Next.”
5. Fill in the corresponding business details so that users can contact you. All you need is a phone number to get started, but we recommend inputting your website, as well.
6. Next, set up your service areas, select the services you offer, and add service times. After these steps, your profile will be created.
7. Lastly, to receive the Google Guarantee badge, provide additional details and documents through the “Business Verification” tab.

The Benefits of Google Guarantee

The Google Guarantee has had a significant impact on companies offering home services. Not only is Google Guarantee an excellent way to maintain trust with your current customer, but it is a fantastic tool to build reputation quickly in new service areas.

With this magic seal of approval, Google is proclaiming that your company is more trustworthy than those who are not Google Guaranteed. With Google offering an extra layer of security to potential customers, it’s unlikely that companies without the Guarantee will be able to compete.

From the perspective of a customer, it is most important to feel a high level of trust with the service provider you are inviting into your home or office, both in quality of service and quality of character in service providers. Trust is exactly what Google is offering on your business’ behalf through Google Guarantee.

Plus, Google Local Service Ads get the top spot in search results, even coming in above Google Ads. While Google Ads are an effective strategy to capture customers at all stages of the buying journey, Google Local Service Ads are positioned to convert ready-to-purchase customers easily and effectively.

Do you already have the Google Guarantee, but are disappointed with the results? Connect with us to improve your performance.

How Do Google Guaranteed Ads Work?

Google Guaranteed Ads allow local companies to choose which services they provide from an extensive list of options. After setting up your profile and budget, you can specify when and where you’d like your ads to show based on the zip code, city, or county level.

You can include and exclude geographic areas to target your ideal customers:

You can receive phone call leads, message leads, or even appointment bookings that integrate directly with your company’s CRM.

You’ll be charged whenever you receive a lead. You can even dispute leads that are invalid (such as calls from a vendor or an existing customer) to receive a credit on your account so you can protect your budget.

How is Google Guarantee Different From Google Ads?

Although both are offered by Google, Local Service Ads and Google Ads are quite different. Local Service Ads are intended solely for businesses in the service industry. The scope of who can advertise with Google Ads is much larger.

Almost anyone can advertise on Google Ads. In fact, you can advertise on Google Ads without having a website—although we recommend having one for optimal results.

Metrics

Local Service Ads exist to bring in leads. While Google Ads can provide granular data on your ads, keywords, and campaigns, Local Service Ads gives you limited metrics, focusing solely on leads and cost.

Customization

Local Service Ads only populate on the Google search query page and have limited keywords. The ad itself is not personalizable, especially when compared to Google Ads.

Types of Campaigns

With Google Ads, you can run numerous campaigns with a large variety of keywords. Google Ads can populate across multiple platforms, such as Google search pages, websites, YouTube, Google Maps, and more. There are more data-driven features for Google Ads, such as quality score and clicks.

Cost

In terms of cost, Google Ads and Google Guaranteed Ads costs will vary widely depending on location, industry, and the maturity of the campaign. The highest return on ad spend isn’t always clear without testing your situation. We always recommend testing both options as your budget allows and allocating spend based on results to maximize your return on investment.

Unlike Google Ads, you are only charged for leads on Google Local Service Ads. This means you might see a higher “cost” associated with your ads. However, Google Ads charges based on clicks, whether or not that click represents a qualified lead.

If you’d like to get an estimate of how much you should spend on Google Local Service Ads for your desired number of leads, Google offers a calculator to estimate your budget.

Capture Local Leads with PHOS

Our heart at PHOS is to see your business grow. We’re here to help you take the next step in expanding your business’s local presence. If you’re looking to refocus your company’s lead acquisition game plan, let’s navigate a new strategy together.

If you have further questions about how Google Guarantee may affect your ability to generate leads, we’d love to hear from you.