Google Screened vs. Google Guaranteed: What’s the Difference?

When it comes to paid digital advertising, one ad type many of our clients use is Google’s Local Services Ads (LSA) program, a new-ish ad type that puts you at the top of the search results in a way that doesn’t feel advertise-y.

To enroll in Local Service Ads, you have to apply (and no, they don’t accept everyone.) Depending on your business type and services, you’ll go through the process to become either “Google Screened” or “Google Guaranteed.” If you pass, you’ll get to display the famous green check mark on your ads. In this blog, we explain the difference between the “Google Screened” and “Google Guaranteed” designations.

Fancy Green Check Mark

What is “Google screened”?

Google Screened is a certification program tailored for professional service providers. It’s designed to help businesses in fields such as law, financial planning, real estate, and child care to build trust with their potential clients.

Key Features of Google Screened:

1. Background Checks: Business owners and their employees undergo extensive background checks, ensuring a high level of trustworthiness.

2. License and Insurance Verification: Google verifies that the business holds the necessary licenses and insurance required for its specific industry.

3. Review Requirements: Businesses must maintain a minimum rating and accumulate a certain number of positive reviews to qualify.

4. Professional Certifications: Depending on the industry, professionals may need to provide proof of relevant certifications.

Benefits of Google Screened:

• Enhanced Credibility: The Google Screened badge signals to potential clients that your business has been thoroughly vetted by Google, enhancing your credibility.

• Increased Visibility: Businesses with the Google Screened badge are more likely to appear at the top of search results, increasing their visibility.

• Quality Leads: The program helps generate high-quality leads directly through Google Search and Google Assistant, leading to better conversion rates.

Ten Types of Professionals Who Benefit:

1. Lawyers

2. Financial Planners

3. Real Estate Agents

4. Accountants

5. Architects

6. Consultants

7. Therapists

8. Dentists

9. Veterinarians

10. Insurance Agents

What is “Google Guaranteed”?

Google Guaranteed is a certification program aimed specifically at home service providers, such as roofing contractors, window installation companies, and siding professionals. It offers a different set of benefits and requirements, focusing more on consumer protection.

Key Features of Google Guaranteed:

1. License and Insurance Verification: Google checks that the business holds the necessary licenses and insurance required for their industry.

2. Background Checks: Business owners undergo background checks, though employees are typically not screened to the same extent as with Google Screened.

3. Google Guarantee: Google offers a money-back guarantee for customers, up to a certain amount (usually $2,000), if they are not satisfied with the service quality.

Benefits of Google Guaranteed:

• Consumer Confidence: This designation offers your customer a money-back guarantee from Google if something goes wrong on the job, up to a certain dollar amount. Basically, Google is saying, “Hey, we endorse this professional, and if we’re wrong, we’ll pay you back.” This provides an added layer of assurance for potential customers, making them more likely to choose your services.

• Top Placement: Like Google Screened, businesses with the Google Guaranteed badge are more likely to appear at the top of search results, enhancing visibility.

• Increased Trust: The badge signifies that Google has verified your business’s legitimacy, fostering trust with potential clients.

LSA Ad placement - right at the top of search!

Ten Types of Professionals Who Benefit:

1. Plumbers

2. Electricians

3. HVAC Technicians

4. Roofers

5. Landscapers

6. Carpenters

7. Pest Control Experts

8. Home Cleaners

9. Locksmiths

10. Painters

Google Screened vs. Google Guaranteed: key differences

While both designations aim to build trust and increase visibility for service-based businesses, there are notable differences:

1. Target Industries:

   • Google Screened: Focuses on professional service providers with super-strict licensing (think: lawyers, financial advisors, real estate agents, and child care providers.)

   • Google Guaranteed: Targets home services like plumbing, HVAC, electrical, roofing, and other similar services.

2. Guarantee:

   • Google Screened: Does not offer a money-back guarantee.

   • Google Guaranteed: Provides a money-back guarantee for unsatisfied customers, up to a specific amount.

3. Verification Focus:

   • Google Screened: Emphasizes background checks and professional credentials.

   • Google Guaranteed: Focuses on verifying licenses, insurance, and overall business legitimacy.

Professional Local Service Ads Management

At The Stillwater Agency, we specialize in helping service-area-based businesses across the USA navigate the complexities of digital marketing. Understanding the differences between Google Screened and Google Guaranteed and leveraging these designations can provide a significant boost to your business’s credibility, visibility, and lead generation efforts. By choosing the right designation for your industry and ensuring you meet Google’s stringent requirements, you can build a stronger, more trusted brand that stands out.

If you’re ready to enhance your digital marketing strategy and take advantage of these powerful tools, contact us today to learn how we can help you achieve your business goals.