Google Guaranteed: Is It Worth It For Contractors And Home Service Providers?

Google verification for trusted contractors
Chris Lonergan
Chris Lonergan January 31, 2024

With the first beta that shaped this program starting way back in 2015, Google Guaranteed and Local Service Ads have shifted and grown over time.

Now, Google Local Service Ads are a great option for some contractors and home service providers to have a presence that stands out from the competition in Google search engine results pages.

Is Google Guaranteed the right choice for your business and contractor marketing plan?

The History of Google Guaranteed

Google Home Services In 2015

Originally called “Google Home Services” when it was in beta in 2015 in California, it eventually rolled out to other metros and eventually evolved into “Google Local Service Ads” or LSAs for short.

The Locksmith Scam

Part of the reason Google developed this specific format was so that they could try to put the “locksmith scams” of the 2010s behind them. This was an issue of spammy Google Maps listings being created en masse by savvy (yet unethical) companies.

They made it look like they had a local presence, but it was really a network of lead generation companies making many map listings and capturing leads of people with emergency lock-out problems.

Those lead gen companies would then resell those leads to actual local locksmiths at high costs. So, those locksmiths would charge more or upsell to more expensive services even when they were not necessary so that they could recoup their lead cost and still make money on the job.

A Need For More Complex Verification

This led to more intense scrutiny of the Google Business Profile (then called Google My Business or Google Listings) during the verification process. That’s why we have postcards and more complex video claim processes for GBP verification so that you would have a physical connection to the Google Map listing you created.

Thus - Google Guaranteed Was Born

Google Guaranteed is another layer of verification with a bit more scrutiny.

In 2020, a Google Guaranteed beta rolled out to Google Business Profiles for a subscription fee of $50 per month, assuming you could meet all of the same eligibility requirements to earn the status.

There hasn’t been as much chatter about that service now, and in 2024, I personally don’t believe I’ve seen any Google Guaranteed icons in GBP and I’ve been looking.

But the core reason for Google Guaranteed as a way to foster better confidence in contractors found on Google’s ad platforms is still important today.

Why Google Guaranteed Is Important

Part of the Google Local Service Ad platform, Google Guaranteed is a specific badge that demonstrates you’ve completed more background checks than the average online company.

Getting Google Guaranteed status requires a variety of background, business registration, insurance, and license requirements. This can include service professionals within your organization passing background checks as well.

This process is meant to confirm the legitimacy and trustworthiness of your business.

A Badge Of Trust For Homeowners

It is a badge of trust - showing customers that you are a safe choice for a homeowner for your line of work. The majority of contractors and home service providers work in industries that are “Google Guaranteed” eligible.

  • Appliance repair services
  • Architect (California and Florida only)
  • Auto body shop (California and Florida only)
  • Auto repair shop (California and Florida only)
  • Carpet cleaning services
  • Carpenters
  • Countertop services
  • Drain expert (California and Florida only)
  • Electricians
  • Fencing services
  • Flooring services
  • Foundations services
  • Garage door services
  • General contractor
  • Handyman
  • Home inspector
  • Home insulation (California and Florida only)
  • Home security
  • Home theater
  • House cleaning services
  • HVAC (heating or air conditioning)
  • Interior designer (California and Florida only)
  • Junk removal services
  • Landscaping services
  • Lawn care services
  • Locksmiths
  • Painter
  • Pest control services
  • Plumbers
  • Pool cleaner
  • Pool contractor
  • Roofers
  • Sewage system
  • Siding services
  • Snow removal
  • Solar energy contractor (California and Florida only)
  • Tree services
  • Water damage services
  • Window cleaning services
  • Window repair services

Other similar professional services, like attorneys, have their own category of “Google Screened” as a separate certification.

Why Might My Customer Care About Google Guaranteed Status?

If all other things are equal and a homeowner has a choice between an everyday contractor and a Google Guaranteed contractor - the Google Guaranteed one would be the best choice on paper.

Google Guaranteed status means Google will put its money where its mouth is. Up to a value of $2000 in the United States, Google will actually pay back a customer for work that isn’t completed properly by businesses with Google Guaranteed status.

"If a customer is not satisfied with the quality of your work, Google may, in its absolute and sole discretion, reimburse the customer up to the amount on the job invoice for the initial services provided by you, up to a lifetime limit." - Google's "What We May Reimburse For" Policy

Why Should My Business Care About The Google Guaranteed Program?

Businesses with the Google Guaranteed badge have an advantage over competing contractors without it. While it is possible to be in the Local Service Ads without that status, Google Guaranteed companies will always have the advantage of premier placement.

Google Local Service Ads (specifically those Google Guaranteed vendors when appropriate) will show up at the very top of the search engine results pages - above the map pack and ten blue links.

Top-of-page placement is usually the prime spot for contractors.

Can You Help Me Get Google Guaranteed?

The only way for contractors to take advantage of Google Guaranteed is to directly work with Google themselves.

How Much Does Google Guaranteed Status Cost Now?

At this time, Google does not have any documentation that suggests you need to pay to obtain Google Guaranteed status – but it is worth noting that it appears the “Google Guaranteed” badge only shows while you are actively running ads.

Am I Done After I Get Google Guaranteed?

You’ll need to maintain your status by ensuring your account stays in compliance. A variety of factors can impact your Google Guaranteed badge showing up.

  • "Policy Violations" on your LSA
  • Expired documentation and background checks
  • Lapsed billing information
  • Outdated proof of insurance

Is Google Guaranteed Right For My Business?

We’re big fans of diversifying your lead streams whenever possible. If your budget can afford Google Local Service Ads, it is worth pursuing Google Guaranteed status to see if it can help attract new customers to your business.

While Google’s programs can be volatile, it appears that Local Service Ads will continue to push forward. Within the last year, Google has expanded Local Service Ads into more business types beyond home service providers, including education, pet care, wellness businesses, and more.

Will you try out Google Guaranteed and Local Service Ads?

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