If you’ve ever Googled your competitors and wondered why they show up first with a green checkmark badge… here’s why.
That little green shield isn’t just a nice design element—it’s a signal that the business is Google Guaranteed, meaning they’ve been vetted and approved by Google as a trustworthy provider. It’s part of a program designed to highlight local service businesses that meet certain standards—and it puts them right at the top of search results where customers are most likely to click.
In this post, we’ll break down what Google Guaranteed is, how you can get verified, and what it takes to compete in markets where trust is everything.
What Is Google Guaranteed? (and What Does That Badge Actually Mean?)
Google Guaranteed is a verification program that helps local service providers stand out in search results—literally. When you’re approved, a green badge appears next to your business name in Google’s Local Services Ads, showing that you’ve passed a series of background and license checks.
It’s only available for businesses in certain industries—mainly those where someone is coming into your home to provide a service.
Why Customers Love It
What really sets Google Guaranteed apart is the built-in protection for customers. If someone books your service through the ad and isn’t satisfied with the quality of work, Google may reimburse them—up to a certain amount. That extra layer of accountability builds instant trust and gives potential customers confidence that they’re making a safe choice.
Who Is Google Guaranteed For? (And Who It’s Not For)
Google Guaranteed is specifically designed for home service businesses—the kinds of companies that send licensed professionals into someone’s home to perform a service. This includes industries like:
- HVAC
- Plumbing
- Electrical
- Roofing
- Cleaning services
- Pest control
- And more
If you’re in one of these fields, and your business meets the necessary criteria (valid licensing, insurance, and background checks for anyone visiting a customer’s home), you’re likely eligible.
However, if you’re a professional service provider—like a lawyer, financial advisor, or real estate agent—you’ll want to look into a similar program called Google Screened. It has its own set of standards, but it’s built to offer the same kind of trust signal for your industry.
Why It Matters: Visibility, Trust & Competitive Edge
It’s not just a badge—it’s prime real estate on Google.
When your business is Google Guaranteed, you’re not just in the mix—you’re at the very top of the search results, even above the map and organic listings. That placement alone gives you a huge advantage, but when you add in a trust signal like the green badge? People click.
And if your competitor is there and you’re not? You may already be losing out on leads.
We’ve seen it firsthand. In HVAC markets where competition is fierce, the difference between being verified and not can mean dozens of leads per month. One client saw a noticeable increase in calls after getting verified—without changing anything else.
Yes, it’s pay-to-play. But it works.
We get it—jumping through Google’s hoops isn’t fun. It can feel unfair that money talks. But the truth is, this is the game. And if your competitor is playing it and you’re not, they’re getting the fast pass to the customer while you’re stuck waiting in line.
How to Get Google Guaranteed (Without Losing Your Mind)
Getting Google Guaranteed takes a few steps—and yes, it can feel a little intense. But knowing what’s ahead makes it easier.
Here’s what the process looks like:
- Sign up for Local Services Ads
- Submit your business license and proof of insurance
- Provide employee info for background checks (only for those who go to a customer’s home)
- Wait for Google’s review and approval
The background checks are handled through Google’s own tools in partnership with a third-party platform called Evident—so you’re not chasing paperwork or scheduling fingerprinting. You’ll just need to gather the required documents and basic info about your field staff. Office employees don’t need to be screened.
Verification begins with setting up your profile in Google’s Local Service Ads dashboard.
How Much Does It Cost to Get Google Guaranteed?
There’s no fee to apply or go through the verification process—Google handles that part for free. But once you’re approved, your business will appear in Local Services Ads, which are paid ads charged per lead, not per click.
You’ll set a weekly budget, and you’re only charged when a potential customer calls or messages you through the ad looking for a service you offer. If the lead isn’t valid, you can even dispute it for credit.
You’ll see every lead in your Lead Inbox, along with whether it was charged or credited.
So… Is It Worth It? (Yes—If You Want to Compete)
Let’s be real. If your competitors are Google Guaranteed and you’re not, you’re already starting from behind.
The badge earns more trust, leads to more clicks, and ultimately drives more business. Customers assume Google has your back, and that makes a difference when they’re choosing between nearly identical businesses.
Bottom line? If you want to grow, Google Guaranteed isn’t just a nice-to-have—it’s becoming a must in local search.
Ready to Get Verified? Let’s Make It Happen.
We know—the Google Guaranteed process can feel overwhelming. Between background checks, document gathering, and setting an ad budget, it’s easy to feel like bailing halfway through.
That’s where we come in. At Curiosity, we walk clients through each step so they don’t get stuck or give up, because we know what’s waiting on the other side: visibility, credibility, and better leads.
If you’re ready to stop watching your competitors take the top spot, let’s talk.
Reach out today—we’ll help you get verified and in front of the customers already searching for what you offer.