Recently, Google has been making a push for more businesses and contractors to become screened and verified through their exclusive Local Services program. Available to businesses who run Local Services Ads, the Google Guaranteed and Google Screened programs intend to benefit businesses by generating more leads while also assuring potential consumers about the business they’re contacting.
So, what does this mean for local business owners, franchisees or contractors who want to gain more leads online? Here are a few points we think are important to know.
- With Local Services Ads, leads come in as phone calls and/or messages. You are charged every time a consumer calls or messages your business directly through the ad. They appear first in rankings when a consumer searches for services related to your business. If an individual clicks on the ad, they are directed to a Local Services profile for the business that shows information such as the hours, service listings and Google My Business reviews.
Now, businesses can stand out from competitors even more by touting a Google Guarantee or Google Screened green checkmark badge alongside their ad. The “trust badge” is designed to give individuals peace of mind that the business has been validated by the Web’s #1 search engine.
- Businesses qualify by passing a background screening process through Google Local Services. Depending on the business type, the process will assess certain insurance and license requirements, as well as a background check of the owner(s).
- This year, Google has extended the types of businesses who can become validated. They include home services contractors (e.g., HVAC, window repair, garage door installers, plumbers) and professional services (e.g., real estate agents, lawyers). Click here to see the full list.
- The difference between Google Guaranteed and Google Screened is that Google Screening is only for certain professional services like legal and financial planning. There is no money-back guarantee through Google for more consultative professional service providers. But other business types, such as those in the home services category, can take it a step further by earning the Google Guarantee badge. If you’re backed by the Google Guarantee and a customer who called/messaged your business through a Google Local Services Ad isn’t satisfied with the work, Google may refund the amount paid for the service. (There is a lifetime cap on coverage and certain terms apply.)
We believe the Google Screened and Google Guaranteed offerings will become increasingly more relevant for local businesses. It’s a way to build a trusted, reputable presence online. After all, having that unique backing of Google is huge. Plus, it sets up a business to be ranked higher and stand out in search engine results. While these programs are currently only offered to select services and markets, this trend indicates that certain businesses will need to take the time to become validated if they want more leads on Google.
If you have any questions about Google Local Services Ads, how they might help you generate more leads, or how it could amplify or even replace some of your digital advertising efforts, we’d love to have a conversation. Let’s talk.