What Is Google Guaranteed?

Google’s local service ads are often referred to as “Google Guaranteed” ads. The reason behind the name is the green checkmark and Google Guaranteed badge that is prominently displayed beneath your business name.

This badge of trust and all businesses which use Google LSAs must first qualify (more on that later!) and be approved to run this type of ad.

If a customer has a negative experience with a Google Guaranteed business they can request a refund directly from Google, up to $2000 in lifetime reimbursements. The guarantee actually extends both to business owners as well as customers. Owners can contest leads which have come in from outside of their service area or for job types which they do not provide, and receive a refund for these low-quality leads.

Eligibility: Becoming a Google Screened Business

The Google Guaranteed program is different than your typical PPC ad-campaign. First, Google LSA campaigns are only available to certain types of local businesses – typically home service businesses.

As with many Google services the precise list is something of a moving target and the best way to know if your industry is covered is to use Google’s LSA eligibility tool to see if yours is covered. After verifying that your business type is included in the Google LSA program, the next step is to go through the business screening process. This process can take upwards of 4 weeks to complete and depending on your industry may require proof of relevant certifications, insurance, background checks, and local or state business licenses.

One requirement that is standard across the board is Google requires businesses running LSAs to have at least 5 Google reviews on their Google Business Profile. This effectively rules out LSAs for brand new businesses and is yet another reason why having a review-generation pipeline in place is essential for small businesses.

Pay-Per-Lead Structure

Each time a user clicks on the ad you will be billed – regardless of whether or not they end up contacting you. Google Guaranteed ads replace this billing structure with a pay-per-lead model. In this you will only pay for clicks on your Google ads that result in a phone call, email, or form submission. The upside of this is that you are only going to pay for actual leads – but this comes at a cost: Google Guaranteed ads can cost upwards of 10x that of PPC ads.

A Simpler Way to Run Ads

When compared to traditional PPC search ads, Google Guaranteed ads offer very few customizations. By choosing Google LSA you are leaving big decisions like which keywords to target up to the search-giant’s algorithms. The only inputs you really have control over is what your weekly budget is, how close your prospects should be to see your ads, what times to run your ads and which service verticals you’d like to target. This simplicity can be seen as a good thing as there is less to think about, but gives you less control over where and how your ads are shown, and the types of jobs you generate leads for.

One feature that LSAs offer is that businesses can upload photos which may be displayed alongside their ads. Choose the photos with care, as the right photo can result in more conversions.

Part of an Overall Ad Strategy

Google LSAs are a powerful tool and if you own a local service business there is a good chance that they can be worth your attention. One of the best ways to maximize the number of leads you get from search engines is by maximizing the real estate your company takes up on any given search engine results page (SERP).

When Google Guaranteed ads are displayed, they always show up at the top of Google search results – putting your brand right in front of the searcher’s eyes. Additionally, these ads are accompanied by a prominent green check mark which helps to boost consumer confidence.

These are tangible benefits, but by themselves are no guarantee of closing a lead and we have found that the best results come when your business also appears on the Google Map pack, traditional (and more affordable) PPC ads and ranks well organically. A well-run digital marketing strategy can see your brand presented to potential customers in four different ways on a single local search. This element of multiple exposure is an essential component of brand psychology.

The first time a prospect sees your company’s name they might not even register it, but after several encounters they will begin to recognize the name and naturally come to associate it with your service. This effect can produce particularly impactful results with consumers who aren’t as inclined to click on ads. By the time a picky searcher has reached the organic results they have seen your company’s name three times before and are now primed to visit your website.

Start Generating High Quality Leads

Google LSAs are a great tool for home service providers looking to acquire new leads. The Google screened badge helps establish trust with new customers and the pay-per-lead model means you are only paying when a customer contacts you.

Mimi Leonard

Founder & Digital Strategist, LeadSpokes

Mimi has been in the digital and marketing tech space for over 15 years. Known for her ability to create innovative marketing strategies and drive results for clients, she specializes in local business marketing.

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