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

If you’re new to online advertising with Google, you may be hearing terms like Google Guaranteed and Google Screened for the first time. You may also wonder if you need them, how you get them, and what’s the difference?

Both Google Guaranteed and Google Screened are available through Google Local Services Ads (we’ll jump into those next) and offer unique benefits to advertisers. In addition to improving ad visibility, they bolster credibility and can improve conversions for businesses that take the extra steps to become approved by Google (what’s not to like?)!

While Google Guaranteed and Google Screened share many similarities, Google Guaranteed is the only option that requires location verification and offers a money-back guarantee for customers who aren’t satisfied with a service (with certain limitations). Another difference is eligibility since not all businesses can apply for Google Guaranteed. 

Both Google Guaranteed and Google Screened take time to complete and have strict requirements and eligibility limitations. But outside of that, the benefits far outweigh the downsides, which is why we recommend learning more about these options and getting started on a Google badge for your business today!

What are Google Local Services Ads?

Before explaining Google Screened and Google Guaranteed, the best place to start is with Google Local Services Ads because they work together. Google Local Services Ads are a unique ad platform for specific business types. They differ from pay-per-click ads because you only pay for leads after they reach out via call, booking, or message. 

Only users of local services ads are eligible to complete the Google Screened or Google Guaranteed process. But once finished, they receive a green check for Google Screened participants and a green circle with a white check for Google Guaranteed participants. These badges appear on ads (and can be used on the business website)!

Another reason these ads are so valuable is that they’re displayed at the top of search engine results pages (SERPs). Someone searching for a local business will see these ads before pay-per-click and organic results, so they’re highly effective at attracting attention – and driving conversions!

Any business can utilize pay-per-click and organic optimization, but Google Local Services Ads are restricted to six types. These include home, business, health, learning, care, and wellness companies. If that describes your business, then Local Services Ads could provide a strategic advantage for you – and be one of the best ways to hear from more potential customers!

Benefits to Google Screened vs. Google Guaranteed

Both Google Screened and Google Guaranteed designations give you an advantage over the competition. Below is a short list of benefits by badge and how they help you hear from more local customers interested in what you offer!

Boosts Credibility

Both Google badges are designed to boost your credibility. Consumers aren’t always sure who to choose when faced with a long list of similar options, but a big green check (or circle) adds Google’s credibility to your business. 

To get Google Screened or Google Guaranteed, you must complete a lengthy process and validate the team, license, insurance information, and more. That’s important because businesses can’t just buy a badge, which makes it all the more valuable!

Stands Out

When using Google Ads, your business will be displayed at the top of search engine page results (SERPs) alongside other companies, making it hard to stand out. Unless, of course, you have a big Google badge of approval, and the competition doesn’t.

Taking the extra steps to become Google Screened or Google Guaranteed will give you a prominent visual to highlight your business as the best option!

Increases Ad Display

Google cares about and monitors your business credibility. Completing the certification process, replying quickly to leads, and adding positive customer reviews are the best ways to support your ads. 

When you invest the time to complete the Google Screened or Google Guaranteed process, you give Google every reason possible to display your ads to more local people (and get your phone ringing with potential customers)!

Improves Conversions

We’ve already covered increased confidence, visibility, and ad displays above – all of which support maximum conversion rates!

When consumers find you easily and have an obvious reason to trust you (aka Google backing you), they are much more likely to contact your business (and not the competition)!

Money-Back Guarantee

If you’ve ever searched for something online, you know that it can be challenging to decide who to trust when everyone says they’re the best! That’s why a money-back guarantee from Google can instill instant confidence! This feature is only available through Google Guaranteed, so it’s one of the most significant differences between the two ad options. 

If you’re eligible for Google Screened, you have a substantial potential advantage because your customers can choose you knowing they have a money-backed guarantee from a big name like Google!

Steps to Getting A Google Badge

Curious about what it takes to get Google Guaranteed or Google Screened? First, you must check your eligibility for Google Local Services Ads.

Local Services Ads are restricted to businesses in the following categories:

Home Services – i.e., home security, plumbing businesses, and contractors.

Business Services – i.e., lawyers and accountants, financial planners, and real estate professionals.

Learning Services – i.e., massage, beauty, pre-schools, and tutoring businesses. 

Care Services – i.e., pet, veterinary, and childcare businesses.

Wellness Services – i.e., personal trainers, acupuncturists, and yoga instructors or studios.

Health Services – i.e., dental practitioners, physical therapists, and primary care doctors. 

If your business is in one of the categories above, you are eligible for Google Services Ads and the Google Screened designation. Google Guaranteed is restricted exclusively to companies that fall into the home services category. 

Below is a list of home service businesses from Google (and those eligible for Google Guaranteed):

• Plumber
• Pool cleaner
• Pool contractor
• Roofer
• Sewage system services
• Siding services
• Snow removal services
• Tree services
• Water damage services
• Window cleaner
• Window repair services

Regardless of your category, the first step to either Google designation is to set up your business profile. You’ll answer a series of questions about your business, including hours, years in business, location and owner information, etc. 

Next, you can add highlights to help you stand out from competitors. Highlights include things like if you offer veteran discounts or have minority ownership. According to Google, you should add two to five highlights to your profile to get the best results. 

You’ll also need to set your budget. Google offers a quote calculator if you’re not sure where to start. Enter your zip code (or zip codes you want to serve), select your business category, and enter how many leads you want per month. A recommended budget range will be displayed instantly!

After the basic details of your profile are completed, you’ll move into securing those valuable Google designations. Whether applying for Google Guaranteed or Google Screened, you’ll complete a background check and upload requested documents to verify your insurance, licenses, etc. You’ll also be asked to verify your business location for Google Guaranteed. 

The approval process can take up to a few weeks (although it typically takes a few days), but you can track your status while waiting. You’ll get a message if you need to upload additional details or when you’ve been approved! After approval, your ads will now display a Google badge, and you should hear from more interested local customers! 

To keep your account in good standing (and your ads highly visible), respond quickly to incoming leads and ask as many happy customers as possible to leave five-star reviews. Both actions can increase ad display and result in more conversions for your business!

Whether you’re eligible for Google Screened or Google Guaranteed, you’ll benefit from following the steps above and being backed by Google!

Frequently Asked Questions

Regardless of your category, the first step to either Google designation is to set up your business profile. You’ll answer a series of questions about your business, including hours, years in business, location and owner information, etc. 

Next, you can add highlights to help you stand out from competitors. Highlights include things like if you offer veteran discounts or have minority ownership. According to Google, you should add two to five highlights to your profile to get the best results. 

You’ll also need to set your budget. Google offers a quote calculator if you’re not sure where to start. Enter your zip code (or zip codes you want to serve), select your business category, and enter how many leads you want per month. A recommended budget range will be displayed instantly!

After the basic details of your profile are completed, you’ll move into securing those valuable Google designations. Whether applying for Google Guaranteed or Google Screened, you’ll complete a background check and upload requested documents to verify your insurance, licenses, etc. You’ll also be asked to verify your business location for Google Guaranteed. 

The approval process can take up to a few weeks (although it typically takes a few days), but you can track your status while waiting. You’ll get a message if you need to upload additional details or when you’ve been approved! After approval, your ads will now display a Google badge, and you should hear from more interested local customers! 

To keep your account in good standing (and your ads highly visible), respond quickly to incoming leads and ask as many happy customers as possible to leave five-star reviews. Both actions can increase ad display and result in more conversions for your business!

Whether you’re eligible for Google Screened or Google Guaranteed, you’ll benefit from following the steps above and being backed by Google!

• Plumber
• Pool cleaner
• Pool contractor
• Roofer
• Sewage system services
• Siding services
• Snow removal services
• Tree services
• Water damage services
• Window cleaner
• Window repair services

Is Google screened worth it?

Yes! Ads that don’t convert waste marketing dollars. More than 95% of customers searching for a new product or service start online, often on Google, so it can be hard to stand out (or for consumers to know who to choose). You have to rise above the crowd, and Google Screened helps companies do that in addition to adding credibility.

To become Google Screened, you’ll undergo a verification process that checks your background, license, insurance, etc. But once completed, the effort will be well worth it!

What is the difference between Google guarantee and Google ads?

Google Guaranteed and Google Screened are available for Google Local Services Ads users. They both offer unique benefits like improving visibility, credibility, and conversions. However, Google Guaranteed is only available to businesses in the home services category. 

Google Guaranteed and Google Screened have similar requirements and benefits, but Google Guaranteed is the only one that verifies your business location. It is also the only option with a money-back guarantee if a customer who booked through Google ads isn’t satisfied with your service. 

Both Google Guaranteed and Google Screened have strict requirements and eligibility limitations. They also take time to complete for business owners. That being said, the benefits outweigh any downsides, which is why we recommend getting started on a Google badge for your business as soon as possible!

How to get Google Screened

The first step to getting Google Screened is setting up your business profile. Be prepared to answer questions about your business hours, years in business, location and owner information, and more. 

Next, you’ll have an opportunity to add highlights that will help you stand out from your competition. Highlights include things that are specific to your business, like veteran discounts you may offer or minority ownership. According to Google, you should add two to five highlights to get the best results, so don’t skip this step. 

You’ll also need to choose a budget. Google has a quote calculator if you’re not sure what number to start with. Enter your zip code (or any zip codes where you want your ads to be displayed), select your business category, and enter the number of leads you want per month. A recommended budget range will be displayed instantly! We recommend starting with the higher side of the budget to begin. You can always adjust it up or down anytime. 

After entering basic profile details, you’ll move into applying for the Google Screened badge. Be prepared to complete a background check and upload requested documents such as a driver’s license or passport. Google may choose to verify your insurance, licenses, etc. 

The approval process typically takes a few days but can take up to a few weeks. The good news is that you can track your status while you wait. You’ll get messages along the way if you need to provide additional details – or when your request has been approved! After approval, ads will have a Google badge (you’ll know if you see a green check), and you should soon hear from new interested local customers!

To keep your account highly visible and in good standing, be sure to respond quickly to incoming leads (usually in 24 hours or less). And always ask your happy customers to leave five-star reviews. Both of these steps can increase how often your ads are displayed and result in more conversions for your business (aka, more great conversations from potential customers)!

What health care businesses are eligible for a Google Badge?

Below is the list of health care services eligible for a License verified by Google badge.

1.  Allergist
2.  Chiropractor
3.  Dentist
4.  Dermatologist
5.  Dietitian
6.  Ophthalmologist
7.  Optometrist
8.  Orthodontist
9.  Physical Therapist
10.  Podiatrist
11.  Primary care doctor