What Is The Google Guarantee?
There is a new Google paid option in beta testing called the Google Guarantee, which will place your business, after it is qualified, above even the paid Google Adwords results of a search for your service offering(s) in your area. These new Google Guarantee Local Service Ads (LSA) will be at the top of page one in the Google search results, with additional LSAs linked just above the top three on page one of Google. To learn more about how Google partners with businesses to get leads from Google My Business.
The Google Guarantee LSA tile will display a green badge next to a local service listing that undergoes an evaluation, and is approved by this optional advanced certification. Furthermore, businesses and local service providers that are Google Guaranteed will be displayed at the top of a SERP (with their verified badge)–placing them above organic search and paid results when a user searches for their services in their given target regions and areas. Only those businesses are approved for Google Guarantee who use AdWords advertising.
What does Google Guarantee?
Google Guarantee offers consumer protection in up to $2,000 to Consumers that hire a Google Guaranteed provider that fails to do the job correctly. This new advanced certification, through the Google platform only, directly applies to businesses that require licensing, bonding, and insurance — which will largely impact small to medium-sized businesses in the local home services industry.
Although the process is more complex for business owners, the Google Guarantee remains a free certification tool for businesses to bolster their online reputation and showcase their commitment to quality service. While protecting online consumers and users, the Google Guarantee also aims to benefit businesses that go the extra mile for third-party validation by giving them search prominence and generating leads with higher conversion rates. Keep in mind that like Google’s Local Service Ads, the Google Guarantee remains cost-effective for home service businesses because the new platform charges by each paying job and customer earned through the program as opposed to pay-per-click.
While the Google Guarantee promises high-quality services for local consumers/users, it also ensures more business and leads for these local service providers.
What Business Can Sign up for the Google Guarantee?
The list is fluid right now, but at this time, most Home Services Providers Can Sign up, Including:
- Appliance repair
- Auto glass
- Car repair
- Carpet & Upholstery cleaning
- Estate lawyer
- Event planners
- Financial planners
- Garage door
- House cleaning
- Immigration Law
- Junk removal
- Lawn care
- Pest control
- Pet boarding
- Pet grooming
- Real estate
- Tree service
- Water damage services
- Window cleaning
- Window repair
Let’s learn more about the Google Guarantee, and what it means for HVAC, plumbers, and other home service businesses!
Google My Business To Local Service Ads + Google Guarantee, an Evolution
For over 20 years, Google has remained an innovative force to be reckoned with, changing how information is shared and how individuals and businesses use the internet. Arguably, Google is the reason that Search Engine Marketing (SEM) exists as we know it. As Google’s search platform has evolved and expanded, small businesses have had to incorporate SEO into their marketing strategies to stay relevant in the Digital Age. Let’s have a look at the trajectory of Google’s tools for local storefronts and businesses.
Google My Business
In order to be listed on Google’s local search results pages and be given priority and search prominence, businesses must still undergo the step of verifying their address and phone number via a postcard with a code and an automated phone call with another separate code. Officially launched in 2014, Google My Business has remained a free tool for local businesses–creating an expansive directory via Google and helping businesses reach new and local audiences.
Local Service Ads
After establishing their very own ad platform, Google now provides what they call Local Service Ads, which is a targeted lead generation tool for service providers to promote their business via the search engine platform. To be listed as a local service provider, a business needs to follow simple steps:
- Sign up as a service provider
- Set a budget
- Launch Google Ads
Different from Google Ads, local service providers don’t pay per click, but pay for each job and lead generated from Google’s platform.
How Your HVAC Or Home Service Company Can Obtain The Google Guarantee
As mentioned earlier, the Google Guarantee is an advanced certification process that is closely tied to other business tools and offerings such as Google My Business and Local Service Ads. As a business owner or executive, completing the extra steps to secure the Google Guarantee for your service-based company will allow you to reap the rewards with higher returns from your digital marketing efforts as well as gain an edge on the stiff competition in your local region.
Right now, the Google Guarantee is available in 17 cities (and counting daily) and is set to increase to 30 cities in the near future. Furthermore, the Google Guarantee is currently only furnished to HVAC, plumbing, electrician, and locksmith businesses within the home services industry but have the potential to expand to more sectors in time. If your a small or medium-sized business looking to stay on top of the latest in Google trends and innovations, you can earn the Google Guarantee by following these steps (if you’ve already verified your Google My Business listing, start at Step #2 ).
- 1. Create your business listing via Google My Business.
- 2. Select the “Advanced Verification” section of your Google My Business account.
- 3. Enter your business’ name, address, and phone number.
- 4. Select and confirm your business’ hours of operation.
- 5. Select your business’ target cities and locations.
- 6. Select and confirm all of the applicable services your business offers.
- 7. Enter your business’ license number.
- 8. After signing up for Local Service Ads, a Google representative will reach out to your business’ point of contact for further steps.
- 9. Complete the background checks Google requires via Pinkerton Consulting. All employees who are authorized to provide services at customer’s home will need to undergo the background check.
- 10. Submit copies of license and insurance documents to be kept on file by Google.
Home service business also ought to keep in mind that in order to sustain their Google Guarantee long-term, they must be prepared to re-verify their business every three months after the initial issuing of the verified badge.
With click-through rates between 30 and 50 percent, there is no doubt that top placement on a Google SERP not only generates increased web and foot traffic to your business but can also function to produce more leads and conversions for your HVAC or home service business. Already, the Google Guarantee has grown lead generation by 1,800% for selected businesses in beta testing. If you’re a home service business that depends on local exposure, then the Google Guarantee is for you. Boost your local brand’s reputation all while increasing leads and profits, so your team of technicians and service professionals can be booked all year round!
The Latest In Digital Marketing + Google Advertising For Local Home Service Businesses
As marketing and advertising become more and more digital, it’s crucial for small, local businesses, especially within the home services sector, to develop a reputable yet cutting-edge online presence that resonates with web and search engine users. When it comes to search engines, Google is undoubtedly the leader of the pack–having replaced phone books, directories, and maps much to our dismay (and convenience).
With consumers relying more on search engines and other online platforms, Search Engine Optimization (SEO) continues to evolve. One thing we can be certain about is that Google isn’t going anywhere anytime soon. Thus, it is necessary for family-owned, service-based businesses to adapt to the latest developments within this digital climate.
Here are some recent 2019 statistics to help you understand why optimizing your digital marketing efforts and initiatives to Google’s latest parameters can be a huge pay-off for your company:
- Each day, 3.5 billion Google searches are made.
- Google’s overall index is comprised of hundreds of billions of web pages–100,000,000 GB to be exact.
- The search volume for Google queries has been increasing by 10% every year.
- Each year, 16 to 20 percent of Google searches are completely brand new to the entire index, meaning they haven’t been searched before.
- 90% of desktop users choose Google as their search platform.
- Over one-third of product-related searches begin on Google.
- Over one-third of “near me” searches on desktops and tablets at home result in a storefront visit.
- Three out of five Google searches are completed on mobile devices (this figure has doubled over the last 5 years).
- Paid Google search results receive 65% of their clicks from mobile devices.
- About a third of all Google search queries are location-related.
- When it comes to organic search results on Google, 62% of desktop users click on them and 41% of mobile users click-through.
- On mobile devices, 50% of Google searches result in a store visit.
As demand and competition grows for Search Engine Marketing, it will be important for smaller, local businesses to stay ahead of the curve to earn that coveted first spot on a Google Search Engine Results Pages (SERP), whether paid or organically.
GoMarketing + The Google Guarantee
For over 15 years, Southern California’s GoMarketing has worked closely with local and national small to medium-sized businesses as a full-service marketing agency. From website design and development to SEO services, GoMarketing specializes in creating and maintaining digital assets that increase web traffic and generate leads for companies throughout various industries–including HVAC and home services digital marketing. As a trusted Google Partner, GoMarketing stays up-to-date on all of the latest developments and tools available to business owners via Google, the world’s leading search engine platform. If you have any questions about the Google Guarantee or would like to learn more about our full suite of digital marketing and advertising services, contact our team of professionals directly by calling (805) 413-7893.