What to Know About Google Local Service Ads and Guarantee

Can My Business Use Google Local Service Ads?

Google Local Service ads are a pay-per-lead advertising service that has expanded greatly since its inception. Local Services ads are available for many service business categories in the U.S. It is easy to check to see if your category has already been established with them when signing up.

The Google Guarantee program is a feature of the company’s Local Services ads service, that launched in beta in 2015.

If you are a local service business such as painter, HVAC, handyman, pest control, carpet cleaner and more, Google Local Services are available for your use.  Also if you are a vertical outside of home services like auto repair and pet boarding (to name just a couple), your business can participate in this service.

What are Google Local Service Ads?

We all know what Google ads are. Well, Local Services ads are like Google Ads because they appear at the top of a search, but the service is only charged by Google when a lead is generated through those ads. Google provides a specific forwarding phone number so leads can be tracked through those phone calls.

These leads cost approximately anywhere between $5 to $150 depending on the category and the area market.

Note that the calls that come through from Google are the only thing that the service companies are charged for. They are able to set a weekly budget based on the average number of leads they’d like to receive.

The business does not choose keywords in this type of ad. Instead, categories or job types are selected.

Anyone can create Google Ads, but the Local Services ads have a very specific application process. Google verifies that the service has insurance and meets all local licensing requirements. Google will also perform background checks on the business and the owner, and sometimes employees, depending on the service type. Taking this extra time with Google can be worthwhile. The end result is an ad in Google with a special designation of a “Google Guarantee.” There’s no cost to sign up or obligation to participate. With no additional costs or obligations, it is an easy decision.

What is Google Guarantee?

Google decided to put a halt on scams involving locksmiths a few years ago. For example, if you were locked out of your house you would do a quick Google search for locksmiths in your area.  Then you would click on an ad for what appeared to be an inexpensive local service.

Some of those calls were being routed offshore and they would dispatch someone local to your door. Without trying different ways to get you in, the company would just drill the lock open. They would then slap you with a hefty charge for the service.

Google started running background checks on locksmiths to minimize these scams. They wanted to verify the businesses were real and were employing people who could pass a criminal background check.

Google explains what their guarantee is on the listings and they show the Google Guarantee trust badge. (This business has passed Google’s plumber screening and qualification process. Learn more)

Who do you think customers are going to choose?

What Happens if a Customer Files a Claim?

To become guaranteed, Google must make sure that your business is licensed, insured and overall pre-screened. The big reasons why Google is focusing on that is because they are going to be offering a possibility of a refund if the customer is not completely satisfied with the work they booked through the Guaranteed Ad. Granted, Google will do a thorough investigation to ensure the job was or wasn’t done fully.

Google Guarantee maximum coverage is by country: U.S. –  $2,000

What Does the Guarantee Cover?

• If your customer is dissatisfied with work quality, we’ll cover claims up to the job invoice amount, with a lifetime cap for coverage.
• Service must be booked through Local Services. Add-on or future projects, damages to property, dissatisfaction with price or provider responsiveness, and cancellations aren’t covered.
• Claims must be submitted within 30 days of the initial service completion date.

If one of your customers submits a claim, Google will contact you to learn more. You’ll have an opportunity to make things right with your customer. After investigating the claim, Google will decide on a resolution.

Consumers

Most consumers find piece-of-mind knowing that Google has done its homework and has a list of qualified (and licensed) professionals that they themselves trust. We are all big on referrals and reputations of businesses. When we need a service provider, it generally takes a good amount of research time to find a trusted company to handle our needs, or we wait to ask a friend or neighbor! Now, Google has provided an easier solution!

If you’re a service business, you can apply to get the Google Guarantee by signing up for Local Service Ads. See how-to here https://ads.google.com/local-services-ads/ or call Boomerang Social to assist you!