Google Guarantee Matters And Here’s Why

Google Guarantee Status: Are You A Local Business in the Home Services Industry? Is Your Business Trustworthy, Insured and Legitimate? Do You Actively Ask For Reviews?

If you answered yes, read on…

Google Guarantee (Local Services Ads by Google) is a Program targeted towards local businesses in the home services industry.

Local Services Ads are a good fit if your business is listed below:

Industries Eligible For This Program:

• HVAC
• Plumber
• General Contractor
• Contractor
• Electrician
• Appliance Repair
• Painter
• House Cleaner
• Locksmith
• Handyman
• Garage Door services
• Roadside assistance service

 

The Google Guarantee program initially started as a pilot program in California to crack down on Locksmiths who were running scams and gouging consumers.

Searchers were finding these providers through a Google’s search engine, prompting Google to get involved.  Now locksmiths and garage door companies can only advertise with google through the Local Services Provider program.  

So the next time you’re locked out of your house and need a locksmith you can do a Google search and rest assured the companies that show on the search results page are legitimate and honest.

This program is designed for the home services industry and to offer google customers a better experience when searching online.  Essentially, any and all businesses that enter consumers’ homes must pass through a verification process. Once they pass the verification process, they are eligible to be shown in this grouping of ads.

Not only will these service providers go through a screening process, Google will also ask for reviews and ratings from customers. These ratings can appear in search results as well as in the providers profile.

Photo by John Schnobrich on Unsplash

Is it worth your time?

WelI, it just so happens that these ads appear at the very top of the Google search results page, highly visible, displaying your 5 star ratings as well as the Google badge.  In other words, they really stand out and get attention. See example below:

The Local Services Ads by Google appear at the top of the page and stand out above all paid ads, Google 3 pack, and the organic results.  

It has been long known that the higher the ad appears on the search results page, the higher the click-through-rates (CTR).  This can result in, not just more traffic but highly qualified traffic. 

The Local Services program adds an additional layer of protection for consumers searching online for a service provider coming to their home.  If a searcher chooses a provider from the grouping of ads with the Google Badge and is not satisfied with the quality of service, they have the option to submit a claim to Google.  I should also mention very importantly, there is no additional cost to the online searcher for this additional layer of protection.

Google will cover the cost of the initial service up to a lifetime maximum of $2,000.  (There are some limitations, such as adding on future services, damage to property, dissatisfied with price or responsiveness). The claim must be submitted within 30 days of the date of service. Again, Google  is only covering the above mentioned costs for those services performed by a provider with the google badge, as shown below:

In this example, Nighthawk Plumbing would not be a part of the LSA ( Local Services Ads) program. As you can see, there are three ads and only 2 have the google badge 

 

How Are Local Service Ads Different Than Google Search Ads?

Well to start, you pay for phone calls not clicks. When you launch a Google Ads Campaign, you’re bidding on keywords and audiences.  The goal is to get your target audience to click on your ad, like what they find on your landing page and complete a conversion (phone call, submit a form, download). You pay for those clicks even if they don’t call you or take action on your website. With Google’s local service ads, you only pay for high quality phone calls that are considered qualified leads.  You even have the option to dispute a phone call that does not qualify as a lead.

How Providers Qualify for Local Service Ads

Before you can show your ad with the Google Badge, you have to be verified and Google has partnered with The Pinkerton Consulting Agency to help facilitate this process.  This is the agency that is doing the background investigation and verification of any business that applies for this program.  The background check includes employees and subcontractors as well.

This program is slowly rolling out and may not be available in all service areas. However, you can request to be contacted and apply once it becomes available in your local service area. In the meantime, focus on getting lots of great reviews from your satisfied customers.

As you probably already know, more than 80% of consumers research online before making a purchase and if your business is not showing up near the the top page of search results, you’re losing potential customers and revenue.

 

 

 

Before you begin the application process you’ll want to make sure you have all your compliance and insurance paperwork in order.  Here is what they’ll be looking at:

• Complete & honest answers to all background checks
• Up to date licenses and insurance
• No civil litigation history
• No criminal history demonstrating a risk to the safety of customers and/ or their property

In addition to the background check, Google is also doing research on the company’s online reputation before they are listed in the Local Search Ads (LSA).  

Google knows that consumers rely on reviews and social proof when evaluating and researching the service providers found on Google and other review sites. This is a clear indication that getting five star reviews is going to be critical and you’ll want to get a jump start on a reputation management program and start getting as many reviews as possible from your satisfied customers.

 

As always, Google’s main goal is to not only produce the most relevant search result but also a satisfactory experience for the searcher.  Google wants happy customers too and this will insure Google continues to be the search engine of choice.

How Are You Billed For Each Lead?

Another unique aspect of this program is the way you pay for leads This program is pay-per-lead instead of the more traditional pay-per-click model. This means that you only pay for qualified leads and these leads are screened by Google.  That being said, you are able to dispute a billed lead that was not a qualified lead.

Leads prices can vary depending on the lead type and job but you’ll never spend more than your weekly budget. Leads can contact you via text, email, phone, via voicemail message or if you return a missed call.

As a recap, here is what you need to know and how providers earn the Google Guarantee

To help give peace of mind when booking a provider through Local Services, Google requires all guaranteed providers (and each provider’s field workers) to undergo a series of screening procedures, including background checks, verification of insurance and licenses, online reputation audits, and interviews, to the extent permitted by applicable law.

• Background checks
• License checks
• Insurance checks
• Reputation assessment (Ratings & Reviews)

Benefits to Becoming a Provider:

• Your company shows predominantly in a grouping of ads above all search results
• You can schedule ads only to show when you are ready to answer the phone.
• You only pay for the lead, not a click.
• The average cost per lead is very competitive to other online lead sources
• Google verifies the lead source and will only bill for qualified leads
• If you are a provider, you can also receive FREE leads from Google Assistant, see below example:

As this program is relatively new, I always advise my clients to test any and all marketing options. What works for one company may not deliver the same results for another.  In order to successfully accomplish this, tracking all leads is critical in order to evaluate any marketing plan and return on investment.

For more information or to get the application process started, please call 407-459-8804 or email us at info@tripleyourclicks.com

Have you had any experience with Local Services Ads to share? Cruise on down to the comment section and tell me all about it, I would love to hear your feedback.