What Is the Google Guarantee and What Does it Cost?

Editor’s Note: This post was originally published in May of 2024 and has been updated for accuracy and comprehensiveness.

Earning the trust of potential customers is crucial for businesses operating in competitive in-home service industries.

Whether you run a plumbing business or a home cleaning service, you already know how essential it is to convince prospects that your business is reliable before they make an online booking. If they don’t trust you, they won’t trade with you.

So, what can you do to enhance your brand’s trustworthiness in the eyes of online customers?

Enter the Google Guarantee: A verification service offered by Google to reassure customers that your business is legit. Becoming a Google Guaranteed business elevates your visibility on search engine results pages, placing your company above traditional ads and organic results, and offers benefits like increased reputation, trustworthiness, and financial safeguards for client issues.

In this post, we’ll explain the ins and outs of the Google Guarantee and walk through the steps you should take to claim it for your business.

Let’s dive in.

What Is the Google Guarantee?

The Google Guarantee is a certification program offered by Google that provides a verification badge to local service businesses advertising through Google Local Services Ads.

It looks like this:

Think of the Google Guarantee badge as a symbol of your brand’s trustworthiness. As a Google Guaranteed company. it tells consumers that Google has thoroughly vetted your business by checking various credentials, like licensing, insurance, and legal history ensuring legitimacy and quality of service.

When your business is covered by the Google Guarantee, customers who book your services through Local Services Ads have the added assurance of a satisfaction guarantee backed by Google itself.

This means customers can request a refund paid by Google if they aren’t satisfied with the quality of your work (assuming they weren’t able to resolve the issue with you directly first). Customers must submit a request for reimbursement within 30 days of the initial service completion date and are subject to a lifetime refund limit of $2,000 per customer in the US and Canada.

Unlock the Benefits of Google Guarantee for Your Business

Wondering if the Google Guarantee is right for you? Let our experts help you navigate the process and boost your business’s credibility. Request a tailored proposal today and get started with confidence.

Request a Proposal

Benefits of the Google Guaranteed Badge

The Google Guaranteed badge offers numerous benefits to local businesses, including increased credibility and trust with potential customers. By displaying the badge, businesses can demonstrate that they have been thoroughly vetted and verified by Google, which can lead to higher conversion rates and more sales. Additionally, the badge can help businesses stand out from their competitors and establish themselves as a trusted and reliable provider of goods and services.

When potential customers see the Google Guaranteed badge, they know that your business has met Google’s stringent standards for licensing, insurance, and background checks. This added layer of trust can be the deciding factor for customers choosing between your business and a competitor. Moreover, the badge signals to customers that Google backs your services with a satisfaction guarantee, providing them with peace of mind and reducing their perceived risk.

For local businesses, the Google Guaranteed badge is more than just a symbol; it’s a powerful tool for building trust and driving growth. By leveraging this badge, you can enhance your brand’s reputation, attract more customers, and ultimately boost your bottom line.

Before deciding whether applying for the Google Guarantee is right for your business, it’s important to weigh up the potential benefits and downsides. The Google Guaranteed program is an essential digital marketing strategy that helps local businesses build trust and increase visibility in search results by offering a badge that assures consumers of business reliability and provides financial protection against unsatisfactory services.

Pros

• Enhanced credibility: The Google Guarantee badge serves as a mark of trust, showing potential customers that Google has validated your business. This can significantly increase consumer confidence and make them more likely to choose your services over competitors who don’t have the badge.
• Increased search engine visibility: Participating in Local Services Ads with the Google Guarantee badge places your business at the top of Google search engine results, giving you better exposure than typical organic search results or even standard Google Ads. Remember, the higher you rank, the more clicks you get.
• Less risk for customers: The satisfaction guarantee backed by Google can make customers more comfortable booking your services. Knowing they can claim a refund if they aren’t satisfied provides an additional safety net, making it easier for them to choose your business.
• Pay-per-lead system: Google Local Services Ads uses a pay-per-lead pricing model. This means you only pay when a potential customer gets in touch directly via your ad (whether by calling, messaging, or scheduling a booking). The platform also lets you set a maximum budget so you never overspend.

Cons

• Eligibility and screening process: Not all businesses can qualify for the Google Guarantee. Your business must pass a preliminary screening process to participate in Local Services Ads and pass additional checks to earn the Google Guarantee badge. This process can be stringent and time-consuming.
• Limited cover: The refund offered by the Google Guarantee has a cap of $2,000 per customer, which might not cover all types of claims, especially for more expensive services. The guarantee doesn’t offer refunds for projects yet to be completed, damages to property, cancellations, price dissatisfaction, or poor provider responsiveness. Moreover, the decision to reimburse a customer through the scheme lies exclusively with Google.
• Industry-specific availability: The Local Services Ads platform doesn’t support all service industries, so some businesses aren’t eligible for the Google Guarantee program. However, businesses can still benefit from local search ads, which have varying costs based on different factors. Supported industries include:
  • Home (plumbing, contracting, moving)Business (lawyers, accounting, real estate)Health (dentists, optometrists, primary care physicians)Learning (preschool, tutoring, first aid training)Care (child care, pet training, animal shelters)Wellness (massage, yoga studio, personal trainers)Beauty (aestheticians, hair stylists, lash extensions)
  • Automotive (mechanics, installers, body shops)

How Much Does It Cost to Become Google Guaranteed?

There’s no separate fee for a Google Guarantee badge or the screening process required to get one.

However, your business must be running Google Local Services Ads to participate in the program. The google guaranteed cost includes a fixed monthly fee of $50 for participating local businesses beyond their Local Services Ad spend. Costs can vary based on location, industry, and service type, with differences between pay-per-click and pay-per-lead models.

In other words, your business will inevitably incur costs associated with running pay-per-lead ads in order to benefit from the Google Guarantee.

5 Steps to Becoming Google Guaranteed

If you decide that applying for the Google Guarantee makes sense for your business, here are the steps you should follow. Digital marketing plays a crucial role in this process, enhancing visibility and generating leads through programs like Google Guaranteed.

1. Verify Your Eligibility

Before you can begin your application for the Google Guarantee, you’ll first need to check that your business is eligible to join the Local Services Ads platform.

Whether your business qualifies depends on your service category and location.

You can check whether your business is eligible by heading to the Local Services Ads website.

2. Sign Up For Google Local Services Ads

Next, work your way through the setup process for Local Services Ads.

You’ll be asked to provide business details such as name, location, service area, and the types of services you offer.

After setting up your Local Services Ads account, you’ll be directed to the qualification process for Google Guaranteed.

3. Undergo the Screening Process

Once you’ve submitted your application, Google’s verification team will begin vetting your business.

Businesses must pass preliminary checks to use Local Services Ads and further checks to earn the Google Guaranteed badge.

The screening process varies depending on your business category and location but typically involves verifying your insurance, license, and business registration.

You can learn more about submitting license and insurance documents here.

In some cases, screening involves criminal history checks on business owners and any workers who conduct work in other people’s homes. Some businesses are also subject to civil litigation history checks.

These checks are usually carried out by Google’s local background check partners. However, businesses that already have their own dedicated background check partners can request a background check equivalency verification from Google.

Check out Google’s guidelines for more information about business screening and verification requirements.

4. Go Live with Pre-Badge Ads

In some cases, Google allows businesses to use Local Service Ads before receiving the Google Guaranteed badge.

This means businesses can start running ads while they’re completing the additional checks required to become Google Guaranteed or awaiting confirmation of their Google Guaranteed status.

To run pre-badge ads, you’ll need to meet the following requirements:

• Submit your license or business registration
• Accept that you have the necessary licenses to do business
• Complete your billing and set your budget within Local Services Ads
• Pass the minimum review requirements for your business category

5. Receive Your Google Guarantee Badge

Once Google’s verification team has reviewed and approved your application, the Google Guaranteed badge will automatically appear in your ads.

Your ads will start appearing more prominently in the search results, above other advertisers who don’t have the badge.

What If My Business Fails the Google Guarantee Background Checks?

Businesses that fail their background checks can’t participate in the Google Guarantee program.

However, you can respond to Google’s background check partners to highlight any mistakes or inaccuracies in your background check results.

If the final decision remains the same, you’ll have to wait 30 days before you can reapply. If your second application is also denied, you must wait another 180 days before applying again.

What About Google Screened?

Google Screened is another Google verification program available through Local Services Ads.

The Google Screened badge looks like this:

Unlike Google Guaranteed, which is primarily geared towards in-home service providers (like plumbers, HVAC technicians, and electricians), Google Screened is designed for professional service providers (like lawyers, financial planners, and real estate agents).

Another difference is that Google Screened only provides customers with reassurance of a provider’s qualifications and legitimacy. It doesn’t offer any form of financial protection.

However, as with Google Guaranteed, businesses and professionals must pass an extensive screening process to earn the Google Screened badge.

Unlock the Benefits of Google Guarantee for Your Business

Wondering if the Google Guarantee is right for you? Let our experts help you navigate the process and boost your business’s credibility. Request a tailored proposal today and get started with confidence.

Request a Proposal

Tips for Success with Google Guarantee

Here are some tips for success with the Google Guarantee program:

• Ensure that your Google My Business listing is complete and accurate: Provide detailed and up-to-date information about your business to help potential customers find and trust you.
• Respond promptly to customer reviews and inquiries: Engage with your customers to show that you value their feedback and are committed to excellent service.
• Maintain a high level of customer satisfaction: Deliver quality services consistently to keep your customers happy and retain your Google Guaranteed status.
• Ensure that you are meeting all of the requirements for the Google Guarantee program: Regularly check that you have the necessary licenses and insurance to comply with Google’s standards.
• Use the Google Guaranteed badge on your website and marketing materials: Display the badge prominently to build trust and credibility with potential customers.
• Monitor your Google Guaranteed status regularly: Stay on top of your compliance to avoid any disruptions in your Google Guaranteed status.
• Use Google Ads to promote your business and attract more customers: Leverage the power of Google Ads to increase your visibility and drive more leads.

By following these tips, businesses can maximize the benefits of the Google Guarantee program, attract more customers, and build a strong, trustworthy brand.

The Verdict: Is Google Guaranteed Worth It?

It’s clear that earning the Google Guarantee seal of approval can significantly increase customer trust in the quality and reliability of your services.

Moreover, participating in the program ensures your ads receive priority placement in the search results for relevant local searches.

That’s why we think it’s a no-brainer for you to apply for the Google Guarantee if your business is eligible.

However, paid advertising is only one component of maximizing your local search visibility. You also need a robust local SEO strategy in place. And if you’d like help with that, feel free to reach out to HigherVisibility today.