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While it is still quite a new concept to most, Google Guaranteed maintains the claim to be the game-changer for small and medium businesses. Perhaps you have heard it termed as a powerful lead generation program and are considering signing up for it. But with uncertainties surrounding the program, how do you decide if it’s right for you.
In this article, we uncover the latest details about the program; what it is, how to join, and what it means for your home service business.
The program is a consumer protection feature for businesses advertising through Local Service Ads. Like many businesses, you may already be using Google’s Local Services Ads to generate leads. The program adds an extra boost to draw more organic traffic. It offers extra reassurance to a customer that the business they’re about to engage with is screened or certified by Google.
As such, the program is a powerful lead generation tool since it earns your business trust while helping you stand out from the competition.
Currently, the program only showcases home service providers. With an easily identifiable badge on their ads, the ads draw more attention from potential customers. The badge is a vote of confidence that a customer is choosing a business guaranteed by Google. In case of any issues, they know Google will offer protection.
Now that you know what the program is, let’s discuss how the program works.
Google Guaranteed applies to any business using Local Services Ads, in areas where the program is eligible. All you need is to apply for the screening. Once approved, you’ll receive a certification and a green Guaranteed badge will be displayed on your ad.
With the program, if a customer is unhappy with your service, they can claim for reimbursement of the amount in your invoice from Google. Google will then reach to you on the concern and request additional information from the customer.
At this point, you have the opportunity to make things right with the customer. Otherwise, Google will find a fair resolution based on their discretion and findings.
The badge is currently available in select categories, which differ based on the location. In the USA, various industries and categories are eligible for Google Guaranteed:
In Canada, only HVAC, locksmith, and plumbing companies are eligible for the program.
If your business doesn’t fall into this category, consider Google Screening, which covers professional services such as law, financial planning, and real estate.
You can join the program by
– Signing up for Local Services Ads
– Using partner affiliates that have Local Services Ads. You can identify a Google partner affiliate by the presence of the relevant badge next to their profile. Thumbtack and Network are examples of two partner affiliates in the US.
These Google ads help you connect with individuals searching for your services in your area. Unlike the conventional PPC campaigns, you only pay for leads you get through the ad. With this system, your business will profit from free visibility as impressions and clicks are not charged.
The services offer an exciting way of attracting organic traffic without running paid search campaigns. If you have no experience managing sophisticated PPC campaigns, you’ll appreciate the simplicity of Local Service Ads.
Getting approved for the program is arduous on its own, but if you’re up for this robust vetting, we wish you luck.
You need to meet various qualifications and standards:
Once you apply, Google will also carry out background checks on your business and employees. Background checks take approximately 5 weeks to complete.
The program covers customer claims for services booked through the Local Services Ads and within 30 days of service completion. The claim should only be for the amount indicated in the original invoice for service performed up to a lifetime limit.
These lifetime upper limits vary across different countries. In the United States, Canada, and Switzerland, the amount is $2,000, CAD $2,000, and CHF ₣2,000. In other countries such as United Kingdom, Ireland, Spain, France, Italy, Germany, Austria, and Belgium the amounts are 1,500 in the country’s currency.
Google doesn’t reimburse for claims under these conditions:
As a Google Guaranteed provider, you will appreciate the privileges of customer trust. The reputation of association with Google motivates customers to click and potentially do business with you.
The program differentiates you from other local service providers. It’s a vote of confidence that you’re licensed, screened, and verified by Google, the most popular search engine.
The program is a distinct way for your business to rise to the top of SERP results as the ads are displayed above the conventional pay-per-click (PPC) Google Ads.
Screening and verification of home service businesses increase security against online scams and fraud. The program offers the customer protection against the non-licensed, non-screened, and unprofessional service providers.
The Guaranteed badge assures the homeowner that they’re inviting vetted professionals into their homes.
Besides, the program offers extra protection against the risk of losing their money. They can now spend money on businesses with confidence.
The program costs $50 monthly or $600 annual cost. Besides, you’ll pay for every lead obtained through the ads. Cost per lead is dependent on the industry but averages $24 for most categories.
You can also dispute for illegitimate — spam, fraudulent, or substandard quality — leads that you get charged. For instance, a lead from a different local area than your target charged on your ads can be reimbursed.
Are you struggling with the sophistication of Google PPC search campaigns? Are you determined to give the outstanding services for Google to continue guaranteeing your business?
If you answered ‘yes’ to these questions, then absolutely. The program would be of significant value to you. You’ll spend less time managing complicated campaign activities and devote more energy to converting and serving your customers.
You’ll also reap significant benefits from relatively low cost per lead, priority placement of ads, and no additional costings.
Even so, you can only objectively determine if it’s a good fit for your business once enrolled. Considering the benefits, enrolling should be an easy decision. If they are not a good fit, your ads will be placed on the free listings – below the paid ads – meaning they remain visible to searchers.
Got the badge? It might have been an exhausting journey, but it’s not enough to settle. To get the most out of this program, you need to maintain high service standards to ensure your badge isn’t withdrawn. First, keep all the qualifications updated, monitor Google reviews, and address an issue that arises.
But most importantly, continue to offer satisfactory services to your customers and encourage them to review your business and the services provided. Remember, Google will only continue backing up your business if you’re ready to do your job right for your customer.
With these, you’ll continue to reap the benefits of having the Guaranteed badge to your Local Services Ads.
Reading this and wondering what you can do as you wait for these ads to roll out in your country or area? Be sure to take the necessary steps to prepare your business in advance to take advantage of these benefits.
Keep your licenses and insurances updated while monitoring your reviews in Google My Business (GMB).
The approval into Google Guaranteed program can be overwhelming and time-consuming. But once obtained, can be a powerful vote for driving leads for your business. For most small businesses, the benefits outweigh the costs. It may be the lasting solution for them to compete without getting lost in the sophistication of paid search campaigns.
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