Local businesses and service providers in the UK can benefit from something called the ‘Google Guarantee’—a small green badge attached to their Google My Business profile which tells prospective customers that your business is vetted and trustworthy.
Having the Google Guarantee badge can attract higher numbers of genuine leads, leading in turn to increased conversions, revenue, and higher local SEO rankings, whilst giving you an edge over your competitors.
But which businesses are eligible for the badge, and how much does Google Guarantee cost? If your business is eligible, then is Google Guarantee really worth it? And how do you apply for it if it is? The ‘busy bees’ here at WebHummel are ‘buzzing’ to ‘fly’ you through the answers to these questions and more in our handy guide to the associated costs and benefits of the Google Guarantee.
What is the Google Guarantee?
Before X, there was Twitter, a social media platform on which popular accounts—such as those of politicians, celebrities, and experts across various fields—could be awarded the famous ‘blue tick.’ The blue tick was a small blue badge attached to profiles to signify that the profile had been vetted by Twitter and certified as real—i.e., belonging to the person it claimed to represent.
The Google Guarantee works in a similar way. Businesses which apply, pass, and are awarded the Google Guarantee receive a small green checkmark badge to be displayed alongside their business profile in SERPs (Search Engine Page Results). For voice-activated queries, such as those asked of Google Assistant or Google Home, there is an additional audio confirmation of Google Guarantee status.
Yet the Guarantee is more than just a symbol of verification, or trustworthiness, which helps businesses reach more local customers. It also acts as a guarantee of quality work for the customer, and a promise of lead generation for the business.
With the Guarantee secured, businesses can expect to receive a higher volume of customer enquiries by phone—as redirected by Google’s Local Service Ads—and hopefully, as a result, a higher number of conversions from queries into contracts.
The customer, on the other hand, is protected by the guarantee in the event that they are dissatisfied with the work your business carries out. They are effectively insured against the cost of the work engaged through your Local Service Ad, up to a lifetime maximum of £1,500 GBP. This amount varies by country. They are not insured against any additional costs, including property damage or cancellations.
Google Guarantee vs Google Screened
It is important to note that the Google Guarantee was developed specifically to advertise local home service providers, and therefore not every business is eligible. Google Guarantee is also different from Google Screened—a similar verification process designed for professional service providers, such as law firms, accountants, and digital marketing experts.
Example eligible businesses
Only businesses which provide local home services may be eligible for Google Guarantee status, and even then not ever industry in every part of the UK is covered. You can check your eligibility for Local Service Ads and thus the Google Guarantee using Google’s free tool. Below is a short list of the types of businesses often eligible for the green badge.
- Fridge repair
- Car mechanics
- Home cleaning
- Electricians
- Garbage removal
- Gardening and pest control
- Locksmith services
- Plumbing
- Roofing
- Window cleaning
How much does Google Guarantee cost and is it worth it?
If you’re interested in the programme and left wondering, ‘Is Google Guarantee free?’ then the answer is: unfortunately not. You do have to pay to display the green badge.
Thankfully, the monthly cost is relatively minimal—especially when you account for the potential sales you can make, and increase in revenue you can generate, with those Google Guarantee leads.
Let’s take a look at the costs associated with the Google Guarantee, as well as the pros and cons which determine whether the Guarantee is worth your business exploring further.
Google Guarantee cost
To be eligible for the Google Guarantee, your business must first be registered with Google’s Local Service Ads programme, which costs $50 USD—around £40 GBP—per month. The basic annual Google Guarantee cost is, therefore, around £480-£500 in the UK.
But this isn’t the only cost associated with the Google Guarantee. In order to maintain your Guaranteed status—as we’ll discuss in greater detail shortly—you must also continue generating and engaging leads through the Local Service Ads programme.
Like PPC advertising on Google, you only pay for your Local Service Ad when a user engages with it. Unlike PPC, however, the Local Service Ads programme operates on a cost-per-lead (CPL) model, whereby you pay for your ad only when an interested customer phones you via Google to make a legitimate business enquiry.
Your Local Service Ads leads budget must therefore be included when budgeting for Google Guaranteed status. Cost-per-lead prices tend to vary by location and service. For example, a single plumbing lead in central London may cost £25, whilst a home cleaning lead in the rural Scottish Highlands might cost around just £10. You can set your leads advertising budget to suit your needs.
Exploring the benefits of Google Guarantee for UK businesses
We’ve shown that the Google Guarantee cost starts at around £500 per year, from which point it is scalable depending on your Local Service Ads budget. For some businesses, these costs may seem negligible, but for plenty of small enterprises trying to promote themselves locally, £500+ p.a. is no trifling amount. So is it worth it? Take a look at the benefits of Google Guaranteed status below and decide for yourself!
Pros
- Enhanced visibility: As a Google Guaranteed local home services business, your CPL ad will appear at the very top of relevant search results pages—above even other relevant PPC Google Ads!—delivering the many benefits of local SEO.
- Improved credibility: The green Google Guarantee badge serves to relay to potential customers that your business credentials are verified, your services legitimate, and your business trustworthy.
- Increased leads and sales: As a direct result of the first two pros, Google Guaranteed businesses can expect to see an increase in the number of leads generated by their Local Services Ads—and hopefully, therefore, a tangential increase in sales.
- Competitive edge: Google Guaranteed businesses carry a competitive edge over their un-Guaranteed local competitors, one which can help you corner your local market.
- Customer quality insured: Customers unsatisfied with the work you do can appeal to Google for reimbursement of the invoice, up to £1,500. This may, in the event of customer dissatisfaction, remove the burden of reimbursement from your shoulders.
Cons
- Verification takes time: The vetting process which Google Guarantee applicants must go through can take a while, and may require the business owner to provide various official documents and statements to support their application. This can be time- and resource-consuming.
- Maintenance: You must work to maintain your Google Guaranteed status, for example by ensuring you answer as many calls generated through your Local Service Ads as possible, and must continue paying for these leads.
How to get the Google Guarantee: criteria and next steps
Before we close our article, we’ll walk you through the various criteria Google asks of business applicants to the Guarantee scheme, as well as the steps you can take to start your application.
Google Guarantee criteria
Every local services business applying for the Google Guarantee must:
- Be an active paying member of Google’s Local Services Ads program.
- Have a Google Business Profile (previously known as ‘Google My Business’) which you have activated, currently manage, and which is linked to your Local Services Ads account.
- Run a business website which has been operational for at least one year.
- Have been using Google AdWords and/or Google Analytics for at least one year.
- Adhere to Google’s policies.
- Meet a series of performance standards set by Google, including maintaining a high CTR (click-through rate) and conversion rate, at the same time as having a low complaint rate.
- Answer all calls generated by customers through Local Service Ads (or as many calls as you can reasonably answer).
- Ensure that your website is optimised, accessible, and delivers relevant content to customers.
Applying for the Google Guarantee
Provided you are prepared to meet the criteria listed above, you can begin the Google Guarantee application process by taking the following steps:
- Double-check your business is eligible for Google Local Service Ads.
- Join the Local Service Ads (LSA) programme.
- Complete a series of verification checks as demanded by Google. Depending on the nature of your business and offering, these checks can include:
- a) Background checks of the business, business owner, and roster of employees and contractors
- b) Business registration checks, to determine your compliance with business laws in your country.
- c) Relevant insurance and license checks.
- d) Advanced Verification to ensure the identity your business claims is legitimate.
- Once you’ve achieved Google Guaranteed status, you must work to maintain it by meeting Google’s high standards for customer engagement, work quality, and lead generation (as discussed above).
Is the Google Guaranteed programme right for you?
The Google Guarantee cost is relatively low, especially when you consider the many benefits that small green badge of authenticity and credibility can create for your local UK home service business.
From increased lead generation and improved brand reputation to greater revenue and a competitive edge in your industry, the Google Guaranteed programme could be key to your success as a local business. Whether it is ultimately worthwhile—given the associated costs and maintenance criteria—however, is up to you.
Discover a variety of additional ways to promote and grow your local business by exploring the ‘hive mind’ that is the beefound.agency blog. Alternatively, get in touch today to discover how we could help you manage all your digital marketing needs in one place—making you more ‘honey’ for your money!
