Google Guarantee – what is it and what does it involve?

The Google Guarantee programme is revolutionising the world of online advertising, building trust between businesses and consumers. How does it work and how can your business benefit from it?

In this article you will find out:

• What is Google Guarantee?
• How does Google Guarantee work?
• Where and for which industries is Google Guarantee available?
• How do I qualify for the Google Guarantee?
• How much does Google Guarantee cost?
• What are the disadvantages of Google Guarantee?
• What can you gain from Google Guarantee?

Google Guarantee – definition

Google Guarantee is a programme introduced by Google as part of its Google Local Services advertising service. Its aim is to increase consumer confidence in companies advertising on the Google platform by offering a guarantee of the quality of the services they provide.

Google Guarantee is an advertising programme that offers verification and a money-back guarantee for local services.

Definition of Google Guarantee.

The implementation of this programme is linked to Google’s desire to increase user trust in local businesses promoted on its services. It is also intended to encourage businesses to advertise through Google Ads.

How Google Guarantee works

Google Guarantee is part of Google’s initiative to strengthen the platform’s position as a trusted intermediary between consumers and local businesses. Consumers are often looking for additional indicators of trustworthiness, especially when using companies with which they have had no previous experience.

With the Google Guarantee programme, a company advertising on the Google Local Services platform not only underlines its credibility through verification by Google, but also offers customers a form of security. In the event of dissatisfaction with the quality of the service, the customer can make a complaint directly to Google, which then assesses the validity of the complaint.

This procedure means benefits for both parties – consumers have an extra layer of protection and reassurance that they are using a reliable company, and businesses can attract more users to their sites and increase customer engagement.

Google Guarantee availability

The Google Guarantee programme is available to businesses that pass a specific verification process. It is designed to provide customers with a certain level of trust and confidence by offering a money-back guarantee, up to a certain amount, for services booked through Google. The availability of the Google Guarantee programme varies by country and industry. It is currently (as of November 2023) available in the following countries:

• United States,
• Canada,
• United Kingdom,
• Ireland,
• Spain,
• France,
• Italy,
• Germany,
• Austria,
• Belgium,
• Switzerland.

The Google Guarantee programme reimburses customers up to a certain amount if they are not satisfied with the services provided. The refund limits are set at:

• $2,000 in the US and Canada,
• £1500 in the United Kingdom,
• 1500 euros in Ireland, Spain, France, Italy, Germany, Austria and Belgium,
• cHF 2,000 in Switzerland.

For industries, the Google Guarantee is available to companies operating in the following sectors:

• Legal services (e.g. different types of lawyers),
• Domestic services (e.g. appliance repair, electricians, plumbers),
• Automotive services (e.g. auto glass, car repair),
• Event planning,
• Financial planning,
• Pet services (e.g. pet hotel, pet grooming),
• Real estate services.

The above list of industries eligible for the Google Guarantee programme does not change the fact that it is likely to change and expand, but will also vary from region to region. The programme is constantly evolving to include more areas and industries.

Qualifying for the Google Guarantee

To qualify for the Google Guarantee programme, a business must go through Google’s verification process and meet the eligibility guidelines under the Local Services Ads programme. The qualification process is as follows:

• To qualify for the Google Guarantee programme, you must first have an account in the Google Local Services Ads programme, which offers local businesses the opportunity to list their services online and showcase them at the top of Google search results.
• You then need to upload your business licence or other proof of your business and undergo verification by Pinkerton, a well-known US security agency.
• All eligible and qualified companies must undergo a business-level verification procedure, which includes checking your business licence and insurance. In addition to this, the business owner is also verified for, for example, previous penalties. In some categories, also every professional in the company must pass a licence check.
• After successfully passing the verification process and proving that your business is trustworthy, you will have to pay a fee of $50 per month to keep a green tick next to your business name.

Google Guarantee costs

The Google Guarantee programme has some costs for businesses that want to use the service. First of all, the company will pay a monthly fee of $50, which translates into an annual cost of $600. In addition to this, companies must also factor in additional fees for each potential customer generated through the programme. It is important that companies meet certain performance standards set by Google, such as maintaining a high click-through rate (CTR) and low complaint rate. Failure to meet these standards can lead to possible removal from the programme.

Additionally, under the Pay Per Lead model of the Google Guarantee programme, companies only pay when they receive calls from potential customers. Initial costs can range from $25 to $50 per week, but can vary depending on the individual company’s needs and the traffic generated by the ads. Businesses also receive some protection, more specifically coverage up to $2,000 with a ‘lifetime limit’ per customer. This covers a variety of scenarios, such as property damage, pricing complaints, response timeliness issues and cancellations.

Disadvantages of the Google Guarantee

Although the benefits of the Google Guarantee can be significant, participating in the programme comes at a cost that can be prohibitive for small businesses with limited advertising budgets.

It is also worth remembering that online reviews play a key role today, so one negative review can seriously damage a company’s reputation. Managing them requires an additional commitment of resources, which can be a challenge for companies that do not employ people to do so.

The qualification process, while adding credibility, can be cumbersome, especially for smaller companies. Also, a money-back guarantee can lead to misunderstandings with customers who may expect a refund, even if the service met the company’s standards.

Benefits of the Google Guarantee

The Google Guarantee programme for businesses primarily results in increased visibility in search results. Today’s online competition is fierce, so the Google Guarantee designation when advertising a business can not only attract the attention of potential customers, but also build trust. Customers often make purchasing decisions based on brand trust, and a guarantee from an established company like Google significantly increases credibility, which can translate into increased traffic to a company’s website and higher conversions.

For customers, in turn, the Google Guarantee programme is a symbol of quality and credibility. By choosing a company labelled as Google Guaranteed, customers are assured that they are using a company that has gone through a rigorous vetting process. What’s more, the money-back guarantee gives customers an extra sense of security – if they are not satisfied with the service, they have an additional path to compensation.