How to Become Google Guaranteed

Would you trust a website that doesn’t display the green Chrome padlock of trust? Do you feel safer when you see that an online shop has certified checkout? If so, you’re not alone – badges of trust play a significant role in your sales funnel. And since Google announced their new certification, it’s time to see if you qualify!

In this article, I’ll show you everything you need to know about the Google Guaranteed programme and its requirements.

1. What Is Google Guaranteed?

Google Guaranteed is a new consumer protection programme for screened and verified local service businesses. Once you pass it through Local Services Ads or one of their partners, you’ll receive a badge, and Google could reimburse your customers if they’re unsatisfied with your work.

With so many service businesses online, from plumbers to home repairs, it’s hard for a customer to choose. Google sees its Guaranteed programme as the intermediary that gives customers more confidence in their purchasing decisions.

Source: Smartz

What Does the Google Guaranteed Programme Cover?

As part of the Guaranteed programme, your customers might get reimbursements directly from Google in case they’re not satisfied with your work. However, it’s more of a vanity programme, as the lifetime limits aren’t quite generous:

Austria: EUR €1,500
Belgium: EUR €1,500
Canada: CAD $2,000
France: EUR €1,500
Germany: EUR €1,500
Ireland: EUR €1,500
Italy: EUR €1,500
Spain: EUR €1,500
Switzerland: CHF ₣2,000
United Kingdom: GBP £1,500
United States: $2,000

Additionally, Google can choose to or not to process the reimbursement at their sole discretion.

What Isn’t Covered by the Google Guarantee Programme?

The items that the Google Guarantee doesn’t cover include the following:

Services not purchased through the Local Service Ads
Follow-up services
Add-on services
Property damage
Cancellation

So no – Google Guaranteed definitely isn’t a reason to scope down your existing insurance policies.

How Much Does Google Guaranteed Cost?

Google Guaranteed itself is either free with Local Service ads or costs $50 as a one-time fee to start displaying the badge on your organic listings. (On voice search, there will be audio confirming your participation.)

Should You Care about Becoming Google Guaranteed?

Despite the shortcomings, I still recommend joining the programme. If not for anything else, then for the fact that being Google Guaranteed will make your ads stand out.

Think about it! Who would you trust more – this roofer:

A local service business without a Google Guaranteed badge

Or this one?

A local service business with a Google Guaranteed badge

Just like any trust badge, Google Guaranteed’s green checkmark is a solid psychological signal to potential buyers.

2. Who Is Eligible for Google Guaranteed?

The local service businesses eligible for Google Guaranteed include the following:

Allergist
Chiropractor
Dentist
Dermatologist
Dietician
Ophthalmologist
Optometrist
Orthodontist
Physical Therapist
Podiatrist
Primary care physician
Appliance repair
Carpenters
Carpet & Upholstery cleaning
Countertop services
Electrician
Fencing services
Flooring services
Foundations services
Garage door
General contractor
Handyman
Home inspector
Home security
Home theatre
House cleaning
HVAC maintenance
Junk removal
Landscaping services
Lawn care
Locksmith
Moving
Pest control
Plumber
Pool cleaner
Pool contractor
Roofing
Sewage systems
Siding services
Snow removal
Tree service
Water damage services
Window cleaning
Window repair
Beauty school
Dance instructor
Driving instructor
Language instructor
Massage school
Preschool
Tutor
Child care
Funeral home
Animal rescue
Pet adoption
Pet boarding
Pet grooming
Pet training
Veterinarian
Lawyers and law firms (different specialisations)
Acupuncturist
First aid trainer
Personal trainer
Weight loss service
Yoga studio

Additionally, you should be based in one of the following countries:

Austria
Belgium
Canada
France
Germany
Ireland
Italy
Spain
Switzerland
United Kingdom
United States

So, for example, if you were a plumber who’d like to get more leads in the Bristol area, you could request the Google Guaranteed badge.

3. What Are the Requirements for Google Guaranteed?

The first step (if Google Guaranteed is available in your country) is creating a Local Service Ad. From there, Google will run a background check on you and your business to screen and verify your legitimacy.

Depending on your industry, you might be asked to provide information such as:

Your background
Business registration number and confirmation
License for operating in your industry
Insurance policies

Depending on your country and industry, the process is a bit different. In some countries, like the US, you – as the owner – will be checked against registries like the sanctions registry.

Typically, Google will work with a local partner to check your credentials, of which you’ll be notified.

Please keep in mind that every worker who performs the core activity and participates in providing the service directly will also need to pass Google’s background check.

Once you’re done collecting the documents and receive a notification that Google has verified you, it’s time to launch!

Deciding if You Should Try Google Guaranteed

As a seasoned Google Ads professional who’s been running campaigns and online training since 2008, I can tell you one thing: Google is constantly testing new things. Now, in some cases, that can work great.

However, I prefer taking their advice and pilot programmes with a grain of salt.

Consider your existing Google Ads setup – do you only run basic campaigns, or have you scaled your campaigns already and perhaps switched to new types like Performance Max?

Look at your existing results. If you’re already running Local Service Ads or similar campaign types, evaluate whether you get enough traffic from them to warrant additional investments. On the other hand, if your competitors still aren’t verified, you can jump to the top of the ad listings and make your ad stand out to your audience (in which case the Guaranteed badge becomes a competitive advantage).

Make sure you’re using Google Guaranteed strategically – not just hopping on the trend bandwagon.

If you’re running your campaign for the first time, make sure you get your copy of my best-selling Google Ads book. You’ll learn how to set up a successful campaign to draw in your top-quality leads in 7 rapid steps!

And if you’d like to make Google Guaranteed and Local Service Ads a part of your advertising strategy, contact me for personalised advice. I’d love to help!