November 8, 2019

Local Service by Google Ads and the Google Guaranteed Badge

For some industries, Local Service by Google ads with the Google Guaranteed badge is here. If your small business offers residential HVAC, plumbing, locksmith, or electrical services, you too may benefit from this new ad format offered by Google. Visit Local Services by Google to check if your business can apply. 

Don’t fret just yet if you get the message that it is not available for your area. If you are working with Top Draw, we can reach out to Google on your behalf to see if it is possible to get you set up before they open this up to everyone.

So why get on the Google Guarantee train you ask? Leads my friends – LEADS!!!

How Google Local Service Ads work

With Google Local Service ads, your business receives the Google Guaranteed badge which tells potential customers that Google will guarantee your services up to $2000CAD if they are unhappy with the work.  

When a potential customer does a Google search, let’s say for a locksmith in Edmonton, they can now get results which look like this:

Google Guarantee SERP

Users have the ability to call the provided phone number from this ad or click into a custom landing page that comes with the Local Services advertising account. The custom listing includes the phone number and details for your business which you provide in order to help the user make their decision. For businesses using this service, fees are only incurred when a user phones the business. The phone number in the ad and the listing is a custom tracking number that Google will provide.

Google Guaranteed

If the customer files a claim resulting from poor service, they are not instantly rewarded with a $2000CAD cheque from Google. Google contacts the business in order to get all of the details for the service work completed and will assess and determine the resolution. At this time, it is unknown how a claim may affect your Google Local Service Advertising account or status of your Google Guaranteed Badge.

Are Google Local Service Ads worth setting up?

This new ad format is populating above both the traditional search ads and the organic listings making it the place to be. 

Google Guarantee Ad

Notice that Google Guaranteed badge? Google is betting that customers will want to hire a company that Google will personally guarantee the work over companies they don’t. 

These ads were first rolled out in San Francisco in 2015 and have been spreading across North America. Currently, the USA has a lot more industry services available for Google Local Service ads, whereas at this time, Canada only has residential HVAC, plumbing, locksmith, and electrical services.

First introduced to Canada at the end of 2018 to Vancouver and Toronto, with this slow spread, you may wonder if they are worth applying for. Although that is the big question, and it is still unknown, these ads are not going anywhere. And it makes sense that they are taking a long time to sweep across the country. Remember that guarantee? Well, Google does not give that out to just anyone – you have to apply for it and prove your business’s reputation. It is because of this vetting process that makes these ads so appealing to both business owners and to potential customers. 

Unlike Google Ads which anyone can create, if you decide to go down the path to getting the Google Guaranteed badge, be prepared to jump through Google’s hoops to get it.

How do you get set up for Google Local Service Ads and the Google Guaranteed Badge?

Your first step is to visit Local Services by Google

Local Services Not Available

Even if you receive the message that the service you requested is not yet available in your area, the process is started. Submit that you would like to be notified as soon as it becomes available. 

But don’t stop there!

Call them at 1-833-252-9859 between 9am – 9pm EST and ask if there is any way to get set up now. At this point, if you are not already advertising on Google, you may get mixed results. Any Top Draw clients can take advantage of our relationship with Google and request that we call on your behalf to get the ball rolling.

Once that ball is rolling, there are a lot of questions that Google is going to ask. All based around your business goals and desired increase in revenue. You also need a current certificate of insurance.

Local Service Liability Insurance

One area that Top Draw has discovered to be a pain point is with the certificate of insurance. Even if you have huge insurance coverage for your business, you must have the section for “General Aggregate” on the certificate filled out. Google needs to see a minimum coverage amount of $200K in this field. If your insurance company has left this field blank, request them to fill it in and advise them it is required for your application for Google Local Service advertising account.

Be prepared for background checks. You will be required to complete background checks on the business owner, the business entity and all employees that perform residential services through the website 

Pinkerton Background Checks

*Helpful Tip* Local Services by Google will need to sync with your Google My Business listing. The only way to do that is to have your account set up with the exact email that is the primary for your Google My Business listing.

Google will send an email to you to complete your set up of the Local Services account. Click the provided link and start creating your local service listing webpage. Make sure to add photos and your business bio to the service ads profile.

Local Service Business Bio

In the service section of the account, add in the postal codes of the areas you want to reach. If you are adding by city, Google will pull in all postal codes for that city. If you know there are areas that are less desirable for our business, whether it be based on income, or age of homes, you can remove them in this section of the account.

Review the list of job types and determine if they are beneficial for your business to bid on with Local Services ads. 

Local Service Plumbing Job Types

In order for your Local Service by Google ads to start earning you service jobs you have to log in to the account and click into the license and insurance section & accept the terms and conditions. 

Accept Local Service License

Lastly, within the billing section, add your payment method.

*Helpful Tip* Reps from Google have advised that some users experience an issue trying to login to their Local Services account. If you are struggling to log in, try opening an incognito window which seems to be solving the issue.

Some Maintenance Required

Just like a Google Ad account, this is not a set it and forget it initiative. Once your business is approved and running Local Service by Google ads, it is important that you monitor the performance.

Local Service Ad Management

Calls can be disputed if they are spam or from customers calling from outside of your desired service area. Optimizations need to be performed for budget maintenance as well as ensuring that the service jobs you are bidding on are worth the cost per lead that Google is charging. You would not, for example, want to pay a $50 cost per lead for a customer calling to request a $25 service. Google recommends especially in the first few months that the account be diligently monitored.

We can help with that 

If you are interested in getting a Local Services ad account up running with the Google Guaranteed badge, we are here to help. Call us at 780-429-9993 to discuss how we can help your business get set up and start winning new customers. 

Other Industry Services Coming To Local Service by Google

Already in the USA, the following industry services are available for Google Local Service ads. 

  • Locksmiths
  • Plumbers
  • Garage Door
  • Electricians
  • HVAC
  • Air Duct Cleaner
  • Appliance Repair Service
  • Auto Glass Service
  • Auto Service Technician
  • Carpet Cleaner
  • Event Planner
  • Handyman
  • Home Improvement Pro
  • House Cleaner
  • Junk Removal Provider
  • Lawn Care Provider
  • Mover
  • Painter
  • Pest Control Technician
  • Pet Care Provider
  • Pet Groomer
  • Photographer
  • Roadside Assistance Service
  • Roofer
  • Tree Service Provider
  • Tutor
  • Upholstery Cleaner
  • Water Damage Service Provider
  • Window Cleaner
  • Window Service Provider

As to when all of these industry services will be available for Canada is still unknown. What is for certain is that the search results landscape is changing and Google is constantly innovating to find more ways to help businesses promote their business while increasing their bottom line.

Know What’s Next
from Top Draw