In today’s competitive marketplace, trust is everything for local businesses. Whether you run a cleaning service, plumbing company, salon, or home improvement firm, potential customers want reassurance that they’re hiring a reliable and professional business. One of the most effective ways to build credibility and improve visibility in Google search results is by earning the Google Guarantee.
What Is the Google Guarantee?
The Google Guarantee is a certification offered by Google that shows your business has been thoroughly verified and meets Google’s quality and trust standards. When a local business qualifies, it receives a distinctive green checkmark badge beside its name on Google’s Local Services Ads. This badge signals to customers that Google has vetted your business—and even provides a money-back guarantee if something goes wrong.
If a customer is unhappy with a service from a Google Guaranteed business, Google may offer reimbursement of up to £1,500 (depending on your country). This extra layer of protection helps customers feel secure choosing your business, giving you a strong advantage over competitors who haven’t earned the badge.
Benefits of the Google Guarantee for Local Businesses
1. Builds Trust and Credibility
People trust Google—and when they see the Google Guaranteed badge, they instantly feel more confident hiring your business. This verification helps you stand out as a legitimate, professional, and reliable service provider, especially in industries where competition is fierce.
2. Boosts Visibility in Local Search Results
Google prioritises Google Guaranteed businesses in Local Services Ads, displaying them at the top of search results—above standard ads and organic listings. This prime placement means more people see your business first. For a deeper look at how Google search results work, check out our guide: Understanding Google Search Results.
3. More Leads and Better Return on Investment
Unlike traditional Google Ads that charge per click, Local Services Ads use a pay-per-lead model. You only pay when someone calls or messages you directly through the ad, which means you’re investing in real opportunities—not just traffic.
4. Added Customer Protection and Peace of Mind
When you’re Google Guaranteed, your customers benefit from extra protection. If they’re unhappy with your service, Google may reimburse them up to £1,500. This safety net reduces hesitation and encourages more people to book with confidence.
5. Stand Out from the Competition
With so many local businesses competing for attention, the Google Guaranteed badge instantly sets you apart. Customers are far more likely to choose a verified and endorsed business over one without Google’s backing.
How to Become Google Guaranteed
To qualify for the Google Guarantee, local businesses must complete a series of verification steps to prove legitimacy, compliance, and trustworthiness. Here’s what the process looks like:
1. Create or Optimise Your Google Business Profile
Before you can apply, you’ll need a verified Google Business Profile (previously known as Google My Business). This ensures your contact details, location, and business hours are accurate—essential for appearing in Google Search and Maps results.
2. Sign Up for Google Local Services Ads
The Google Guarantee is tied to Local Services Ads (LSAs)—Google’s advertising platform for service-based businesses. You’ll need to register for LSAs to start the verification process.
- Visit Google Local Services Ads.
- Choose your business type (e.g., cleaning, plumbing, landscaping, beauty services).
- Set your service area so Google knows where to show your ads.
- Provide accurate business details such as your name, address, phone number, and website.
3. Complete Google’s Background Check
Google conducts background checks on both businesses and, in some cases, key personnel. This process—handled by trusted third-party partners—may include:
- Identity verification for business owners.
- Validation of business registration and licensing.
- Background checks for certain regulated services.
Completing this step demonstrates that your business operates safely, legally, and in line with Google’s standards.
4. Provide Proof of Licence and Insurance
To qualify, businesses must submit valid documents including:
✔ A current business licence – confirming that your company is registered and compliant with local regulations.
✔ Proof of insurance – usually public liability or business insurance, showing you’re protected in case of accidents or damages.
Google may periodically recheck these documents to ensure your verification remains active.
5. Maintain Positive Reviews and Customer Feedback
While not a strict requirement, businesses with strong Google reviews and high ratings tend to perform better in Local Services Ads. Encouraging satisfied customers to leave feedback can further strengthen your credibility and improve your ad ranking.
Get Help Becoming Google Guaranteed and Growing Your Local Business
Achieving Google Guaranteed status can dramatically increase your visibility, trustworthiness, and leads—but the application and verification process can be complex. That’s where we come in.
At Indigo Marmoset, we help local business owners navigate every step—from setting up your Google Business Profile and Local Services Ads to optimising your online presence for maximum visibility.
Get in touch with Indigo Marmoset today and let’s help you build a trusted, high-performing local brand that stands out in Google search results.
