What is Google Guaranteed Badge and How to Get Google Guaranteed Badge on Local Service Ads?

The Power of Trust: A Real-World Scenario

Picture this: You're a homeowner with a burst pipe at 10 PM on a Sunday night. Water is everywhere, panic is setting in, and you desperately need a plumber. You grab your phone, search "emergency plumber near me," and see several results. But one stands out immediately – it has a bright green checkmark with "Google Guaranteed" right next to it.

Which plumber would you call?

If you're like 87% of consumers according to recent LocalSearch Association data, you'd choose the Google Guaranteed business without hesitation.

What This Means for Local Businesses

And if you're a local service business owner reading this, you're probably wondering how you can be that trusted choice your customers reach for in their moment of need.

I've been helping local service businesses navigate Google's advertising landscape for over eight years, personally managing campaigns for over 500 businesses from single-person operations to multi-location enterprises.

I've seen firsthand how the Google Guaranteed Badge transforms businesses from invisible to indispensable.

More importantly, I've witnessed the relief on business owners' faces when they finally crack the code on getting consistently qualified leads through Google's Local Service Ads platform.

What You'll Learn in This Guide

This isn't just another "how-to" guide filled with technical jargon. This is your roadmap to building the kind of trust that makes customers choose you over your competition, backed by Google's own credibility.

• The psychology behind why customers choose Google Guaranteed businesses 92% more often
• Exact step-by-step verification process (including documents you need)
• Optimization strategies that increase lead quality by 340%
• Common pitfalls that delay approval and how to avoid them
• Advanced tactics for maximizing ROI once you're approved

What is Google Guaranteed Badge?

Eligible Business Categories (Updated July 2025)

Google Guaranteed is currently available for the following service categories:

Home Services:

• Plumbing and pipe repair
• Electrical work and wiring
• HVAC (heating, ventilation, air conditioning)
• Appliance repair and installation
• House cleaning and maid services
• Carpet and upholstery cleaning
• Pest control and extermination
• Garage door services and repair
• Locksmith services (residential and commercial)
• General handyman services
• Roofing and roof repair
• Landscaping and lawn care
• Pool cleaning and maintenance
• Window cleaning (residential and commercial)
• Pressure washing and exterior cleaning

Home Improvement:

• Kitchen remodeling and renovation
• Bathroom remodeling and renovation
• Flooring installation (all types)
• Interior and exterior painting
• Driveway and concrete work
• Deck and patio construction
• Fencing installation and repair

Specialized Services (Select Markets):

• Water damage restoration
• Fire damage restoration
• Mold remediation
• Tree removal and tree services
• Junk removal and hauling

Important Note: If your category isn't listed, visit Google Local Services to check for updates.

Geographic Availability and Market Expansion

• Full Availability: Major U.S. metros (500k+), most mid-size cities, expanding in smaller markets
• Limited Availability: Depends on category and region

To confirm eligibility in your area, begin the setup at Google Local Services Ads.

Google Guaranteed Badge Requirements Checklist

Business License Requirements:

• Current business license
• Trade-specific and state registrations
• Federal EIN

Insurance Requirements:

• General liability ($200k+), higher for some trades
• Workers' compensation, bonding (if applicable)
• Professional liability (for specialty services)
• Valid COI with business name and dates

Background Check Requirements:

• All owners (25%+) and customer-facing employees
• SSN and ID verification, criminal record check
• Sex offender and prior business reviews
• Professional references and identity history

Business Profile Requirements:

• Verified Google Business Profile
• Consistent contact info across the web
• Live website and physical address
• Valid bank account for billing

Service & Location Requirements:

• At least 2 years of business operation (recommended)
• Operate within supported areas
• Emergency service capabilities (if relevant)

Insurance Tip:

Ask your agent for “Google Local Services” coverage. Most agents now recognize the specific COI format and can assist.

Background Check Timeline:

• Usually completed in 3–5 business days
• Email updates and support for clarification
• Additional documents may be required if issues arise

Phase 1: Pre-Application Preparation (2–3 Weeks)

Before you begin, prepare these documents and optimize your online presence to avoid delays:

Document Checklist

• Business license (scan ≥300 DPI)
• Trade-specific licenses
• Insurance certificate with coverage
• Articles of incorporation, EIN, tax registration
• Bank info, photo ID, proof of address

Document Quality Standards

• Current, legible, < 10 MB per file
• PDF preferred; JPG acceptable
• All text and borders visible

Profile & Website Audit

• NAP consistent and accurate
• Google Business profile fully filled, photos (≥10), detailed services
• Professional, mobile‑friendly website presenting your services, license numbers, testimonials, and CTAs
• Fast load time (under 3s)

Phase 2: The Application Process (1–2 Weeks)

Step 1: Access LSAs Platform

Go to ads.google.com → Local Service Ads → Get Started. Use your verified business email and enable 2FA.

Step 2: Business Info Entry

Match exactly your legal business name and address; choose accurate service categories and specify your service area.

Step 3: Upload Documents

Upload licenses, COI, photo IDs, registration docs. Name files clearly (e.g. business_license_2025.pdf) and ensure readability.

Step 4: Background Check

Provide full legal names, SSNs, address history (7–10 years), DOB. Honesty and accuracy matter most.

Phase 3: Waiting & Follow-Up (5–14 Business Days)

Expect these stages:

• Initial review: 1–2 business days
• Document check: 2–3 business days
• Background check: 3–5 business days
• Final setup: 1–2 business days

What to Watch For:

• Email updates, requests for missing info
• If any field mismatches or docs are blurry → correct promptly
• Insurance or name discrepancies are common hold-ups

Phase 4: Approval & Initial Setup (1–3 Days)

Once approved, here’s what you’ll do:

• Set weekly budget on a pay‑per‑lead model
• Refine service areas, update profile details
• Upload photos, descriptions, pricing, and availability
• Adjust emergency hours if applicable

Budget Guide:

• New/Small: $200–500/week
• Established: $500–1,500/week
• Multi‑location: $1,000+/location

Track performance daily, and scale budgets as lead quality improves.

Plumbing
Lead Cost: $67
Conversion: 73%
Job Value: $245
CLV: $890

HVAC
Lead Cost: $78
Conversion: 69%
Job Value: $1,240
CLV: $2,340

Electrical
Lead Cost: $71
Conversion: 65%
Job Value: $425
CLV: $1,120

This Week

• Verify your business eligibility for your region/service type
• Collect documents: license, insurance, registration
• Optimize your Google Business Profile
• Audit your website for professionalism

Next Week

• Start Local Service Ads application
• Submit documents for verification
• Complete background checks
• Define your budget and target area

Month 1–2

• Track application progress and respond to queries
• Start a system to request reviews
• Plan profile enhancement (photos, service info)
• Implement tracking for leads and performance

Month 3 and Beyond

• Evaluate data and refine your approach
• Expand to new service areas or categories
• Use advanced strategies for higher lead quality
• Integrate with other marketing platforms