Is it worth getting your “Google Guaranteed” Google Business Profile?

When customers search locally for products and services like yours, they often look for validation to make sure they’re making the right choice.

This includes reading online reviews, asking for personal recommendations, or searching for more information about your business on your Google business profile.

Google offers a way for companies in some industries to earn consumer trust by becoming a Google Screened or Google Guaranteed provider.

Eligible businesses that advertise through Google Local Services Ads may receive the Google Screened or Google Guaranteed designation.

This designation appears when local consumers search for services in your area.

Professional service providers’ ads will appear on Google Search and on the Local Services site, and they’ll only pay if a customer calls or messages the business directly through the ad.

Learn more about Google’s screening and verification process here.

Before you apply to become Google Guaranteed, let’s explore the benefits of being verified, how it works for consumers, and ultimately, you can decide if it’s worth it for your business.

What are the benefits of the Google guarantee for brands?

Any way to build trust, promote transparency in your business, and highlight what others think of your business in a positive way is an opportunity to attract a searcher.

Displaying a Google Guarantee badge also benefits businesses in the following ways.

Provides peace of mind to customers

The moment of trust survey found that for 81% of consumers, trust is a decisive factor in purchasing decisions.

However, only 34% of that same audience trusted the brands they use. Google Guarantee helps your business with confidence.

It shows that Google has already assessed you as a trustworthy service provider and is confident that you will provide quality service to potential customers.

Help your service ad stand out

Consumers will not only see your average star rating on service ads, but they’ll also see a prominent green check mark.

This checkmark allows your business to stand out against competitors that are not evaluated or guaranteed by Google.

Google Image, April 2022

Provides confirmation even through audio and phone search

In the US only, when a customer uses voice search (like Google Assistant or Google Home) to find the service they want, they’ll hear confirmation that your business is guaranteed by Google.

Plus, when customers call your business, they’ll still be protected by the Google Guarantee.

Show that you care about your company’s reputation

Building your credibility requires actively identifying new opportunities to do so.

Completing the Google Guarantee qualification process shows your customers that you’re willing to go the extra mile to ensure their satisfaction.

Completing the screening process is just another step in improving your customer’s experience with your business from initial search to purchase.

Google gives your business its stamp of approval

Google guarantees that your company will provide the service to the customer’s satisfaction with a money-back guarantee.

This means that Google trusts your business enough to risk its own results.

Drive qualified leads

Google local service ads appear for customers in your given service area.

And, as mentioned above, you only pay if a customer calls or messages you directly through your ad. This helps make the return on investment worthwhile.

What is Google Screened?

Google Screened is only available for certain vertical markets in the US.

Google shares that:

“Google Screened professionals have passed extensive background and licensing checks conducted by Local Services Ads, our trusted partners, or state and/or regulatory agencies.”

The following professional services are eligible for the Google Screened badge:

  • Law.
  • Financial planning.
  • Real estate.
  • Providers who work in the child care or preschool industries.
Example of financial planners selected by GoogleGoogle Image, April 2022

How do businesses qualify for local service ads?

There is no one-size-fits-all selection process.

Instead, Google states:

“…the selection process varies depending on the type of service, the country in which you are located, and whether the service provider advertises directly with Google or through one of our affiliate partners.” These screening procedures may include licensing, insurance, and full background checks.”

Background checks a business may undergo include:

  • Verification of commercial entities.
  • Business owner background check.
  • Professional background check service.

Background checks are performed by third-party risk management companies that Google partners with.

Google also collects and highlights ratings and reviews from customers who have used local service providers. If a business repeatedly receives negative reviews, it may drop in rankings or not show up in search at all.

Learn more about the company-level selection process here.

What businesses are eligible for Google Guaranteed?

In the US, the following categories of services may be eligible for Google Guaranteed, depending on state and zip codes:

  • Acupuncture.
  • Animal rescue services.
  • Appliance repair.
  • Carpentry.
  • Carpet cleaning.
  • Child care services.
  • counter services.
  • dance instruction.
  • Electric.
  • Fencing.
  • Financial planning.
  • First aid training.
  • Floor.
  • Foundations.
  • Funeral services.
  • Garage door.
  • General contracting.
  • Mantenance staff.
  • Home inspection/security/theater services.
  • House cleaning.
  • HVAC.
  • Garbage removal.
  • Landscaping.
  • Language instruction.
  • Law.
  • Lawn care.
  • Locksmith.
  • massage school.
  • Moving.
  • Personal training.
  • pest control
  • Pet sitting/adoption services/boarding/training.
  • Plumbing.
  • Pool cleaning/contractor.
  • Preschool.
  • Real estate.
  • Roofing.
  • Sewer services.
  • Death way.
  • Snow removal services.
  • Tax services.
  • Tree services.
  • Tutorships.
  • Veterinary services.
  • Water damage restoration services.
  • Weight loss services.
  • Window cleaning/services.
  • Yoga.

Learn about the requirements by category for US companies here.

How does Google’s guarantee work for consumers?

When a business has a Google Guaranteed designation, consumers have an extra layer of protection when booking services.

In turn, this may encourage consumers to choose your business over one that offers no protection.

As Google says,

“Google may, in its sole and absolute discretion, reimburse you up to the cost of the initial service if you are not satisfied with the quality of the service provided, up to a lifetime limit (the maximum total amount that Google could reimburse you for all services reserved to through Local Services in your life).”

Lifetime limits refundable to customers vary by country and are up to $2,000 in US dollars and $2,000 in Canadian dollars.

However, consumers are only eligible for a refund if the service is booked directly through Google Local Services.

In addition, the claim for reimbursement must be submitted within 30 days after the end of the service.

Is it worth getting Google’s warranty or appraisal?

Ultimately, whether the Google Guarantee badge is worth it depends on your business.

There are numerous benefits to showing that Google guarantees your service, including more sales.

It improves confidence in companies, particularly in the service industry, where consumers are more skeptical.

There is also no additional cost to apply for certification.

The bottom line is that if your business has time to complete the registration and verification process, becoming Google Guaranteed or Screened can only improve your brand presence.

Get started with the eligibility and registration process here.

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Featured Image: Maha Heang 245789/Shutterstock

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