What is Google Guaranteed?
Google Guaranteed is a verification badge through Google Local Services Ads. It essentially means that Google has verified the identity, insurance, and licensing of your company, and is willing to vouch for your legitimacy. The Google Guaranteed badge can go a long way in terms of establishing credibility with potential customers. It also provides financial support if customers who came to your business through Google Local Services Ads aren’t satisfied with your work (up to $2,000). Perhaps one of the most appealing features, is that the ads integrate with Google Assistant (or Google Home), allowing you to be found by the growing number of customers opting for voice-search.This article will teach you everything you need to know about the insurance requirements, background checks, and license requirements for Google Guaranteed Local Services.
How to Become Google Guaranteed
To get started, you’ll need to create an account, and then provide documentation that meets their licensing and insurance requirements. Unlike traditional Google Ads, it can take a few weeks to a few months to be verified. The exact waiting period will depend on the number of businesses in your industry, and the number of employees in your business. In order to speed up the process, make sure you have all of the documentation you need to meet your insurance, background check, and license requirements:
Google Local Services Insurance Requirements
Your insurance requirements will vary depending on the type of work you do. However, the vast majority of businesses will need General Liability Insurance. Google doesn’t explicitly require you to add them as additional insured on your certificate of insurance. However, it’s a good idea to include this language on the front end, so that you don’t end up waiting even longer to be verified while your insurance agent updates your policy.
If your state legally requires you to have workers’ compensation for your employees, your certificate of insurance will need to list this as well. Check your state requirements here, or choose a Google Guaranteed Policy, which will have any requirements built in.
The Google Guaranteed Policy
Unlike most insurance requirements, Google doesn’t specify the limits you’re required to have. They simply state that you need enough to cover your business. The Google Guaranteed Policy was created based on the average coverage requirements for your industry. That way, you’ll know you have enough to meet the requirement, but aren’t paying more than you need to (the policy starts at $21 / Month). To get the Google Guaranteed Policy:
- Click Start Quoting!
- Answer a few questions about your business (it takes about 3 minutes)
- Our team of licensed insurance advisors will provide you with general liability insurance that meets your requirements, and workers’ compensation (if you’re required to have it).
- You’ll receive a Live Certificate of Insurance that can be updated, downloaded, and shared online at any time
Background Check Requirements
Google Guaranteed businesses have different background check requirements based on the type of services you provide, as well as the “urgency” of those services. For example, professionals like locksmiths have higher requirements, because customers typically hire them to solve urgent problems quickly. There are four types of background check you may be required to have.
- Business Check (Required for Everyone)
- Owner Check (Required for Everyone)
- Service Professional Check (Required for Urgent Services)
- Professional Check (Required for Financial Services)
Check the table below for your requirements. Google runs background checks through a third party called evident, which will take you through the process right from the signup page. To begin your background check, you’ll need to verify the following information:
- Social security number
- US Identity document (i.e. passport, drivers license, etc.)
- Credit Reporting Disclosures
- Dispute Resolution Addendums
- Residents of Minnesota, New York, Oklahoma, Oregon and Washington may have additional verification requirements.
License Requirements
Similar to the background and insurance requirements for Google Local Services, your licensing requirements will depend on your industry. Nearly every service category is required to provide their Business License and Owner License on the state level. Some businesses, like lawyers and real estate agents, have additional licensing requirements. Find your requirements in the table below:
Google Guaranteed Requirements by Category:
| Category | Background Checks | Insurance Requirement | License Requirement |
|---|---|---|---|
| Appliance Repair | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Auto Glass | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Car Repair | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Carpenters | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Carpet & Upholstery Cleaning | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Countertop Services | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Electrician | – Business Check – Owner Check – Service Professionals Check |
General Liability | Business & Owner Licenses (on the state level) |
| Estate Lawyer | – Business Check – Owner Check |
N/A | State Bar License checks for each estate lawyer in the firm |
| Event Planners | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Fencing Services | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Financial Planners | – Business Check – Owner Check – Professional Check |
General Liability | License Checks for each financial planner in the firm |
| Flooring Services | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Foundations Services | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Garage Door | – Business Check – Owner Check – Service Professionals Check |
General Liability | Business & Owner Licenses (on the state level) |
| House Cleaning | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| HVAC | – Business Check – Owner Check – Service Professionals Check |
General Liability | Business & Owner Licenses (on the state level) |
| Immigration Law | – Business Check – Owner Check |
N/A | State Bar License checks for each immigration lawyer |
| Junk Removal | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Landscaping Services | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Lawn Care | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Locksmith | – Business Check – Owner Check – Service Professionals Check |
General Liability | Business & Owner Licenses (on the state level) |
| Moving | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Pest Control | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Pet Boarding | – Business Check – Owner Check – Service Professionals Check |
N/A | Business & Owner Licenses (on the state level) |
| Pet Grooming | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Photographers | – Business Check – Owner Check – Service Professionals Check |
N/A | Business & Owner Licenses (on the state level) |
| Plumber | – Business Check – Owner Check – Service Professionals Check |
General Liability | Business & Owner Licenses (on the state level) |
| Real Estate Agents | – Business Check – Owner Check – Service Professionals Check |
General Liability | License Checks. foreach real estate agent in the firm |
| Roofing | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Siding Services | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Tree Services | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Water Damage Services | – Business Check – Owner Check |
General Liability | – Business & Owner Licenses (on the state level) – IICRC Certification |
| Window Cleaning | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
| Window Repair | – Business Check – Owner Check |
General Liability | Business & Owner Licenses (on the state level) |
Which Regions are Eligible for Google Local Services Ads?
Currently, Google Local Services Ads are available in the US and Canada, but only in select regions:
- Atlanta-Sandy Springs-Roswell, GA
- Baltimore-Columbia-Towson, MD
- Boston-Cambridge-Newton, MA-NH
- Charlotte-Concord-Gastonia, NC-SC
- Chicago-Naperville-Elgin, IL-IN-WI
- Cincinnati, OH-KY-IN
- Dallas-Fort Worth-Arlington, TX
- Denver-Aurora-Lakewood, CO
- Detroit-Warren-Dearborn, MI
- Houston-The Woodlands-Sugar Land, TX
- Las Vegas-Henderson-Paradise, NV
- Los Angeles-Long Beach-Anaheim, CA
- Miami-Fort Lauderdale-West Palm Beach, FL
- Minneapolis-St. Paul-Bloomington, MN-WI
- New York-Newark-Jersey City, NY-NJ-PA
- Orlando-Kissimmee-Sanford, FL
- Philadelphia-Camden-Wilmington, PA-NJ-DE-MD
- Phoenix-Mesa-Scottsdale, AZ
- Pittsburgh, PA
- Portland-Vancouver-Hillsboro, OR-WA
- Riverside-San Bernardino-Ontario, CA
- San Antonio-New Braunfels, TX
- Sacramento–Roseville–Arden-Arcade, CA
- San Diego-Carlsbad, CA
- San Francisco-Oakland-Hayward, CA
- Seattle-Tacoma-Bellevue, WA
- St. Louis, MO-IL
- Tampa-St. Petersburg-Clearwater, FL
- Washington-Arlington-Alexandria, DC-VA-MD-WV
Check your eligibility here to see if your service category is available in your region yet.
Google Local Services Ads Benefits
The return on investment for Google Local Services Ads will vary business to business. These are some of the key benefits for businesses in any industry:
Top Search Position
Google Local Services ads appear at the very top of the search results, above Google Ads, Google My Business listings, and organic listings. If you’re a Google Guaranteed business, you’ll enjoy the highest possible position available in search results. On mobile devices, Google Local Services Ads take up 90% of a typical smart phone screen for applicable searches.
Google Assistant (Google Home)
A growing number of consumers are turning to voice-search, especially for home services. Google Local Services Ads integrate with google assistant, which means you can benefit from this trend. For example, imagine a frantic homeowner’s kitchen sink bursts, and they call out “hey google, find me a plumber.” You’ll be included in the businesses that their Google Home will pull from to make a recommendation.
Pay Per Lead
Traditional Google Ads are “Pay-Per-Click,” meaning you are charged when someone clicks on your ad, rather than when you win their business. Google Local Services Ads are Pay-Per-Lead, meaning you’ll only pay when a potential customer actually reaches out to you for help. Though the cost per lead is higher than the cost per click would be, this will typically save you money in the long run, especially for services that customers tend to research. The average cost per lead is $24, but it varies dramatically depending on the industry.
Customer Refunds
If a customer finds you through Google Local Services Ads and isn’t satisfied with your service, Google will reimburse them up to $2,000. There are plenty of caveats, and very few instances when the customer will actually be reimbursed. However, this safety net makes potential customers feel confident working with new businesses, which makes the sale that much easier for you!
Tips for Succeeding with Google Local Services Ads
- Respond to every message
Your ad ranking takes into account how quickly you respond to messages from potential customers. Even if you don’t plan on providing services to the customer, you should always respond and let them know. - Pause Your Ads When Business Picks Up
Your ads are working and you’re booked solid – great! Now, make sure to pause your ad. You’ll likely still appear as a free listing (lower in results), but you won’t have to pay for leads that you can’t follow up with, or get penalized for slow response times. - Ask for Reviews!
Google prioritizes businesses with consistently good reviews. A great way to beat the competition among other Google Guaranteed businesses in your area is to ask satisfied customers to leave a review. - Maintain Quality Service
Google will reimburse unsatisfied customers for services they found through Google Guaranteed Local Services Ads. However, you will most likely not be able to keep your badge if this happens. The cost of reimbursing the customer is not worth losing your search ranking, so make sure you never have to use it. - Get the Mobile App
As we mentioned, consistent service and quick response times are important to the Google algorithm. The best way to keep track of your bookings, make sure you’re receiving notifications, and reply in a timely manner is to manage everything in one place, which you can do through the Local Services ads by Google app.
Get the Google Guaranteed Policy
Get covered in as little as 3 minutes, starting at $21 / Month!
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