Everything You Need To Know About the Google Guaranteed Program

In late 2018, Google launched the Google Guaranteed program in Canada, offering a new level of trust and quality assurance for consumers seeking local home services. This program is part of Google Local Services Ads (LSAs) and is designed to help businesses stand out in a crowded digital space, while also giving customers peace of mind.

When you advertise a business on Google, the Google Guaranteed badge helps build trust with potential customers, leading to higher engagement, visibility, credibility, and lead generation.

In this article, you will learn more about the procedure, terms and conditions, policies, as well as other important information about the Google Guaranteed Program. We believe that the Google Guaranteed program is very important as it will likely make a big impact in the near future for many local businesses.

What is the Google Guaranteed Program?

The Google Guaranteed program was introduced to target local businesses in the home service segment. These listings top even the Google Search Ads from Google Ads.

The program is only available in specific areas in the US and Canada. When a business passes Google’s rigorous screening process, it receives a Google Guaranteed badge (a green checkmark icon), which is displayed in Local Service Ads (LSAs) at the very top of Google’s search results.

To qualify, businesses must pass:

• Background checks (for the business and in some cases, the owner and staff)
  
• License and insurance verification
  
• Identity and business registration verification
  

Once approved, your business will appear in the Local Services Ads section, prominently displayed above Google Ads and organic search results, increasing visibility and generating more qualified leads.

Why Did Google Launch the Google Guaranteed Program?

Google created this program to:

• Protect consumers from fraudulent or low-quality services
  
• Improve the quality of local service listings
  
• Provide trustworthy leads to businesses

Real-World Scenarios:

Scenario 1 – Fake Reviews

Some businesses manipulate their customers by adding fake reviews and ratings on Google My Business and other local citation websites. Google cannot verify if those ratings and reviews are by their actual customers. To avoid this and to provide the best home service to its users, Google introduced this program.

Scenario 2 – Lead Scam

If you are in trouble with a water supply line you tend to call a plumber. This call can often be re-routed to an offshore call center where they sell leads to a vague plumber. After the work is done, you may be charged with a huge bill for lousy work.

This scenario is applicable for industries like handymen, locksmiths, landscapers, contractors, etc. They do not give any quality assurance to people but, want people to pay a quick buck. To avoid this situation Google launched this program and certifies these local businesses with a Google Guaranteed badge.

Which Industries Qualify for the Google Guarantee?

Eligibility varies by country and region. Here’s a breakdown:

Industries Eligible in Canada

Appliance repair services, carpet cleaning services, cleaning services, electricians, HVAC (heating or air conditioning), junk removal services, lawn care services, locksmiths, movers, pest control services, plumbers, roofers, tree services, water damage services, window cleaning services, window repair services.

Industries Eligible in USA

There are 100+ eligible business categories in the USA, below are a few of them

Acupuncturist, allergist, animal rescue, appliance repair services, architect (California and Florida only), audiologist, auto body shop, auto repair shop, bankruptcy lawyer services, barber shop (California and Florida only), bathroom remodeling, beauty school, business lawyer services, carpet cleaning services, carpenters, car wash and detailing, cell phone and laptop repair, child care, chiropractor, contract lawyer services, countertop services, criminal lawyer services, dance instructor, dentist, dermatologist, dietitian, disability lawyer services, drain expert (California and Florida only), driving instructor, DUI lawyer services

For the full list, visit this link

Tip: Google continuously updates eligible industries, so check the above link regularly to see if your service category has been added.

How Does the Google Guarantee Program Help Businesses?

Displaying the Google Guaranteed badge has several benefits:

• Top placement in search results (above Google Ads and organic listings)
  
• Increased trust and click-through rates from potential customers
  
• Lead reimbursement (up to $2,000) gives customers added peace of mind
• Higher conversion rates from qualified, local leads

 

Reimbursement Eligibility for Customers

With a Google Guarantee badge, users can identify local businesses that offer quality work. If customers are not satisfied with the quality of work, Google is ready to reimburse the cost of initial service with a lifetime cap of coverage up to $ 2,000 USD in the US and $ 2,000 CAD in Canada.

This reimbursement service is applicable only when you book a service via Local Service or Google Assistant. This service must be claimed within 30 days of the initial service completion date. You have to submit the receipt with the payment details along with the provider’s business name. 

To submit a claim, customers can directly contact Google at the number below:

• Google Support Number (Canada & US): 1 (844) 885-0761
• Support Hours: Monday to Friday, 9:00 AM to 5:00 PM PST

How Much Does Google Guaranteed Cost?

Google charges per lead, not per impression or click. The cost varies by:

• Location
• Industry
• Competition level

You’re only charged for valid leads, such as:

• Phone calls
• Voicemails
• Messages
• Missed calls that you return

This makes it cost-effective and ROI-driven compared to traditional Google Ads.

How to Get Your Business Google Guaranteed

(Format of Google Guaranteed listing)

To provide customers with a better experience, Google has formulated an advanced verification system. Before getting listed in the Google Guaranteed program, you have to sign into Local Service ads. They create an easy path for customers to connect with your business. 

To join the Google Guaranteed program, follow these steps:

• Sign up for Local Services Ads: Start Here
• Pass Google’s background checks
• Verify your business license and liability insurance

(Format of how individual listings are displayed)

Learn more about the screening process of Local Service ads here.

For a comprehensive approach, businesses should buy Google AdWords to complement their Google Guaranteed listing, ensuring maximum exposure.

Always Be Prepared

Businesses using the Google Guaranteed program will be able to get more qualified leads. So, stay active and keep your business prepared at any time by remembering the below points:

•  Keep business details consistent across all platforms
• Ensure that your business has a proper license and insurance.
• Use your legal name or include the operating name on incorporation documents
• Have a Google My Business page, which is maintained and verified regularly.
• Collect positive reviews from satisfied customers and respond to all reviews, even negative ones

Google Guaranteed screening process may be a little difficult but, once it is done, it can bring a huge difference in lead generation. However, registering in the Google Guaranteed program is not enough. It should be maintained properly or else your Google Guaranteed badge may be revoked. Follow the rules laid out by Google terms to maximize your online visibility.

If you have any queries, please share them in the comments section below.