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What Is Google Guaranteed (Local Service Ads)?

Advice 4 minutes read October 21, 2022

If you regularly check the search engine results page (SERP) for search terms that are relevant to your business, you may have noticed a significant change to the layout. Namely, the introduction of a new type of advert appearing at the top of search results, even above traditional Google Ads results. These new sponsored listings are Local Service Ads, which are also referred to as Google Guaranteed. 

Google Guarantee

These new listings are shaking up the search results and changing how businesses can achieve prominent visibility, further pushing down organic (unpaid) results along with other types of ads and giving the businesses that advertise with them an edge when it comes to being found. 

But what are Local Service Ads? Local Service Ads or Google Guaranteed is an advertising platform that Google launched in the UK back in 2020. Over the course of the past 2 years, they have gained greater awareness and more businesses are opting to use them to gain new business. The platform gives you the opportunity to appear at the top of the search results for local searches without resorting to the traditional Google Ads platform and there’s also an added benefit for your customers. Every job that is completed by a business using Local Service Ads is guaranteed by Google. This gives customers greater peace of mind when using advertisers they find in local service ads. 

Pay-Per-Lead Rather Than Pay-Per-Click 

Having a Google-backed guarantee isn’t the only key difference between Google Ads and Local Service Ads. With the current Google Ads model, you will generally pay a fee every time your advert is clicked or based on the number of impressions your advert gets. Whilst this current model clearly works for millions of businesses worldwide, it doesn’t necessarily guarantee more work. That’s where Local Service Ads come in. Google has instead opted for a pay-per-lead model with their Local Service Ads. Essentially, you only pay a fee if a GENUINE lead calls you after clicking on your advert.

If you’ve ever invested in PPC ads, you know that enquiries aren’t always predictable. Local Service Ads generally have a low cost per lead, when compared with other forms of paid search advertising due to their flat-fee model. That being said, it’s likely that the cost of a lead will increase as more businesses use the platform and increased competition pushes up the price. Businesses that act soonest are more likely to enjoy lower costs for longer.

What Amount Is Covered by the Google Guarantee?

If the business you used is covered by the Google Guarantee and you found them through Local Service Ads, you are covered up to the value of £1,500 if you aren’t satisfied with their work. Local Service Ads (Google Guaranteed) will currently cover customers the amount of the invoice in question up to £1,500 in the United Kingdom. The Google Guarantee covers claims up to the amount on the job invoice up to the lifetime cap for coverage.

What Isn’t Covered by the Google Guarantee?

Google will solely cover the service(s) explicitly booked through their Local Service Ads platform. In turn, The Google Guarantee does not cover any service(s) booked outside of the platform, such as future projects or add-ons. It also excludes property damage, price dissatisfaction, cancellations and complaints about provider responsiveness.

Is My Business Eligible For Google Guaranteed?

As Google Guaranteed is primarily intended for the trade industries such as plumbers, pest control, locksmiths etc. There is a high chance that your business could be eligible. The quickest and easiest way to spot if Google Guaranteed is active within your industry and location is to do a quick google search for “Your Trade” + “Your Service Area”, see the example below:

Local Service Ads SERP

What Industries Are Eligible For Google Guaranteed?

Please take the table below with a pinch of salt as Google this list is constantly evolving, but at present, these are the industries that are currently eligible for Google Guaranteed.

LocksmithsAuto Service Technician*Mover*Tree Service Provider*
PlumbersCarpet Cleaner*Painter*Tutor*
Garage DoorEvent Planner*Pest Control Technician*Upholstery Cleaner*
ElectriciansHandyman*Pet Care Provider*Water Damage Service Provider*
HVACHome Improvement Pro*Pet Groomer*Window Cleaner*
Air Duct Cleaner*House Cleaner*Photographer*Window Service Provider*
Appliance Repair Service*Junk Removal Provider*Roadside Assistance Service*
Auto Glass Service*Lawn Care Provider*Roofer*

*Not all services are supported in all markets.


Want To Know More? Speak With Our Digital Experts

If you are still unsure whether Google Guaranteed would be right for you or if you would like to learn more about the platform, please feel free to contact us. You can call our friendly team on 01788 288 800 or send us an enquiry form.

Posted in Advice