For most of us, Google has been ever-present throughout our working lives —Google’s online advertising platform AdWords was launched 24 years ago! Now in 2025, Google is still launching new features and services to help savvy businesses get more out of this powerful advertising platform.
One feature that plenty of business owners overlook is becoming Google Guaranteed. This involves completing a verification process that results in your business earning the Google Guarantee badge. The guarantee indicates that Google has verified a business as competent, trustworthy, and reliable and it helps Local Service Ads stand out on the Google results pages.
In this guide, we explain everything you need to know about the Google Guarantee, including the benefits of displaying the Google Guarantee badge and step-by-step instructions on how to complete the required screening and verification process.
Skip to:
- What are Local Service Ads on Google?
- What is the Google Guarantee?
- What are the benefits of Google Guaranteed ads?
- How to get the Google Guarantee badge
What are Local Service Ads on Google?
Before explaining how to get the Google Guarantee, we first need to explain the context in which ‘guaranteed ads’ appear on Google. The crucial point here is that the Google Guarantee is only available to businesses using Local Services Ads (LSAs).
LSAs are designed to connect local businesses with leads, and better satisfy high-intent local searches. This specialised ad type differs from traditional Google Ads in a number of ways.
Restricted to certain business types
Google restricts the use of LSAs to eligible service businesses across ‘Home’ and ‘Business’ categories.
Location based
Whereas traditional Google Ads are based on keywords, LSAs are location based meaning they only appear to searchers located within a defined geographic area. When setting up LSAs, businesses define their service area and the ad is then shown at the top of the results page for local searches such as “electrician near me” or “electrician North Yorkshire”.
Pay Per Lead
Unlike Google Ads which are charged on a Pay Per Click basis, Local Service Ads operate on a Pay Per Lead model. With LSAs, you only pay when a lead contacts you directly through the ad via call or message.
The cost per lead varies depending on factors like your service type, level of competition, and geographic location.
Appearance
Local Service Ads aren’t customisable in the same way that other Google Ads are. Instead, LSAs display basic business information such as opening times, a short description, location, number of reviews and rating.
The prominent features of LSAs are the CTA buttons that encourage potential customers to make a call, send a message or book an appointment. The standout design feature of LSAs: the green Google Guarantee badge.
For more information on how to get started with LSAs, see the beefound guide to Local Service Ads.
What is the Google Guarantee?
The Google Guarantee is a digital badge that is shown alongside Local Services Ads.
The badge serves as a clear sign that Google recognises a business as trustworthy, competent, and reliable. Another way to think of the Google Guarantee is as a trust signal that gives a business credibility in the eyes of potential customers.
The Guarantee also protects customers in the event of something going wrong. If a customer books a service through a Google Guaranteed ad but isn’t satisfied with the work provided, Google may reimburse the customer for the initial service cost. The reimbursement is given at Google’s sole discretion and is up to a defined limit —in the UK the lifetime limit for reimbursements is capped at £1,500.
The Guarantee is not shown alongside all Local Service Ads. To qualify for the Guarantee, a business must complete an optional screening and verification process. This screening process is designed to find evidence of a good reputation and credentials and involves Google conducting background checks and evaluating your business’ online reviews.
How much does the Google Guaranteed badge cost?
Of course, Google argues that the Guaranteed badge is free, but keep in mind that you must be running Local Services Ads and complete the screening process to qualify for the guarantee.
To display the Guaranteed badge you must maintain an active Local Service Ads account. Ad budgets vary depending on location and business category but consistently generating leads through Local Service Ads will entail costs of at least £40 per month.
What are the benefits of Google Guaranteed ads?
The Google Guarantee badge does more than add some colour to plain-looking Local Service Ads; it influences how potential customers perceive your business.
- Boost credibility —it’s clear to see which businesses have the badge and which don’t. The green tick is a simple and effective way to stand out from competitors, boosting your credibility.
- Build trust —by scrolling over the Google Guarantee badge, potential customers can quickly learn that a business has been screened and verified by Google, which immediately builds trust.
- Improve brand reputation —customers value businesses with a quality assurance guarantee. The Google Guarantee badge highlights that your business prioritises customer satisfaction, which can positively impact your reputation and reviews.
- More leads and conversions —the key benefit: the Google Guarantee gives customers the confidence and peace of mind to reach out, leading to more high-intent leads and more conversions.
- Increase appointments —as LSAs use location data in real-time, they can be particularly beneficial for businesses seeking to book more in-person appointments, such as solicitors. Google uses the relative location of the user and the business as a ranking factor for determining which LSAs appear in the SERPs. The Google Guarantee badge can therefore be the deciding factor in booking more appointments.
How to get the Google Guaranteed badge on ads
As we’ve mentioned already, the Google Guarantee is essentially an endorsement and Google doesn’t give endorsements out to everyone and anyone. Before awarding the guarantee, Google requires businesses to complete a multi-step screening and verification process.
The specifics of the process vary depending on the business type, city and country. In general, the screening and verification process requires applicants to provide evidence that proves business legitimacy including relevant licences, insurance coverage, and owner / manager background checks.
These step-by-step instructions give an idea of how to get the Google Guarantee badge on your Local Service Ads.
1. Sign Up for Local Service Ads
The Google Guarantee badge is managed through Google’s local advertising tools, including the Business Profile and Local Service Ads. Any service business who signs up for Local Service Ads can apply for the Google Guarantee badge.
The sign-up process for LSAs is straightforward. You’ll be asked to give essential business details such as your business’s name, contact information, and the service categories you operate in.
On completing sign up you will be automatically directed to the application process for the Google Guarantee.
2. Complete Business Profile setup and verification
In the UK, businesses must link and verify their Google Business Profile with Local Service Ads. Google does this to confirm that you are authorised to manage both the Business Profile and the Local Services Ads.
Sometimes a profile may have already been created due to Google users adding a review to Google Maps at your business’s location. If you find that a Business Profile already exists on Google, you will have to claim your business before completing verification.
3. Submit business documentation
Depending on your location and business category, Google will ask for several documents to verify your business operations comply with provincial and country-level laws. Required documentation could include:
- Licences —Google verifies that your business and employees have the required licences to offer services in your service category.
- Insurance —you may be asked to provide proof of insurance to show your business meets Google’s requirements for insurance type and minimum coverage for the service category.
To avoid delaying the verification process, ensure your documentation is up to date.
4. Complete background checks
Google uses third-party risk management companies to complete background checks that assess the business owners’ legal standing, compliance, and overall credibility. In service categories where employees will interact with customers, Google may also require employees to complete service professional background checks.
Background checks vary based on the business type and country, but could include any of the following types of checks:
- Business entity check
- Business owner background check
- Service professional background check
5. Complete advanced verification (if required)
Advanced verification is not applicable to all businesses. Google may ask businesses in certain high-risk categories to complete an advanced verification screening.
Advanced verification can include reviews of your Google Ads account or publicly available information on your business such as existing customer reviews. In some cases, Google will ask the business owner or managers to complete video interviews.
How long does the Google Guarantee verification process take?
Other than the background checks, which are handled by third-party risk management companies, it’s Google employees who review all documentation and carry out each step of the verification process.
The time frame for approval varies depending on your location and service category. Some businesses will hear back from Google in as little as two working days whilst others can wait for weeks. In the UK, you can contact Local Ad Services support to check on the status of your application.
How does the Google guarantee badge display?
Once your application is approved, the Google Guarantee badge will be automatically added to your Local Service Ads and Business Profile. Customers will see the badge displayed alongside your business listing in the results pages of Google Search.
To avoid account suspension on Local Services Ad, keep your profile information up-to-date and ensure that the documentation you have provided to Google is still valid.
Ready to start bringing in more leads for your business?
The Google Guarantee is a simple but effective way to immediately stand out from your competition. Local advertising on Google can be an incredible source of leads for your local service business.
What makes Local Service Ads so valuable, is the fact LSAs are displayed at the top of the search results page above the standard PPC results. This is the prime ad space where your business gets seen with no scrolling required.
If you’re looking for a cost-effective way to bring in more leads, try Local Service Ads with the Google Guarantee. As a long-time Google partner and experts in Google paid advertising, we can help you set up and optimise your local ads on Google.
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