Is Google Guaranteed Worth It?

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Launched in 2019, Google Guaranteed is a certification program designed to connect customers with the most professional local service companies. Primarily focused on home services like plumbing and HVAC, Google Guaranteed is an easy way for small business owners to differentiate themselves from competitors and generate quality leads.

Find out why Google introduced the program and how you can get Google Guaranteed verified in just a few quick steps.

What is Google Guaranteed?

Google Guaranteed inspires consumer confidence by verifying only legitimate, proven home services companies. Anybody can create a Google Business Profile whether they have an actual business or not. This has led to a rise in fake GBP accounts built by fraudsters trying to scam unsuspecting consumers out of their money.

In response, Google rolled out the Google Guarantee program. It protects consumers in eleven countries from fraudulent home service providers. When a person engages a Google Guaranteed company through Local Services ads, they know the service provider is licensed, insured, and screened. If services are unsatisfactory, the consumer can even file a claim with Google to recover the initial service cost, with a lifetime cap of approximately $2,000 USD.

It’s Google’s way of instilling confidence in customers and businesses on Google Business Profile, formerly Google My Business.

Over the past three years, Google Guaranteed in Canada has been expanded to include all of the same services available in the US:

  • Appliance repair services
  • Carpet cleaning services
  • Cleaning services
  • Electricians
  • Estate lawyer services
  • Financial planning services
  • Garage door services
  • HVAC (heating or air conditioning) services
  • Immigration lawyer services
  • Lawn care services
  • Locksmiths
  • Movers
  • Pest control services
  • Plumbers
  • Real estate services
  • Roofers
  • Water damage services
  • Window cleaning services

Looking for a local service company? Look for the Google Guaranteed logo in the search results.

an example of how google guaranteed on the serp

How Do I Get Google Guaranteed?

The process to become Google Guaranteed is fairly simple. Just follow these three steps to see if your company is eligible for this program:

  1. Create your Google Business Profile listing. Remember to verify your GBP listing and keep your business information updated!
  2. Navigate to Google Local Services Ads and sign up as a service provider. Applying to get Google Guaranteed is part of the Local Services Ads application process. Have your professional license information handy for this step.
  3. Wait two weeks for your application to be processed. If it’s accepted, you will be prompted to finish setting up your account. During this phase, you’ll also be able to set your ad spend budget and provide feedback on lead quality once everything is up and running.

Is Google Guaranteed Free?

Google charges $50 per month to retain your certified status for a total of $600 per year. Most businesses enrolled in the program also advertise using Local Search Ads, which are targeted to local customers searching for specific services. Note that you can (and should!) advertise with LSAs even if you aren’t approved by Google Guaranteed. Costs associated with LSAs vary based on the industry, market, competition and seasonality. Make sure to back up your paid efforts with a strong organic ground game.

Is Google Guarantee Worth It?

Google Guaranteed businesses enjoy some benefits in the SERP – at a cost. Those ads appear at the top of the page for search queries that generate Google Local Services Ads – above search ads, the GBP panel, and featured snippets. Acquiring this prime real estate on the SERP can significantly boost leads.

This top-of-SERP exposure is not free. Local Services Ads is a cost-per-lead program. Once you are Google Guaranteed, you will establish an ad budget and only pay Google when your ads bring in leads. Your cost-per-lead will depend on several factors, including industry and local competition. Cost-per-lead can vary widely, from $6 to over $30; the average cost per lead is approximately $23. If you acquire a fraudulent lead or just a bad match, you can dispute it with Google and receive credit for the charge.

If your Google Business Profile isn’t bringing in as many leads as you’d hoped, getting Google Guaranteed and trying out some Local Services Ads could be a great solution.

Get More Out of the Google Guarantee Program

Digital marketing is what we do all day, every day. Need help getting Google Guaranteed or managing your Local Services Ads? Oneupweb can help. We leverage nearly three decades of experience in local SEO, paid media, design and development to provide clients with a strong digital marketing foundation. Get in touch or call (231) 922-9977 today to get started.

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