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Getting Started with Google Guarantee (Local Service Ads)

Google Guarantee (also known as Local Service Ads or LSA) is Google's pay-per-lead advertising platform specifically designed for local service businesses like plumbers, electricians, builders, and other tradesmen. Unlike traditional Google Ads where you pay per click, with Google Guarantee you only pay when a potential customer contacts you directly.

What is Google Guarantee?​

Google Guarantee is a lead generation platform that:

  • Shows your business at the top of Google search results (above regular search results and even above Google Ads)
  • Only charges you when customers contact you - Pay per lead, not per click
  • Includes a Google Guarantee badge - Shows customers you're verified and backed by Google
  • Filters spam calls automatically - Google screens leads before they reach you
  • Works on mobile and desktop - Reach customers wherever they search

Key Benefits for Tradesmen​

BenefitWhy It Matters
Top placementYour ad appears above all other search results, including organic listings and Google Ads
Pay only for leadsYou only pay when someone calls, messages, or requests a quote - not for clicks
Google Guarantee badgeBuilds trust and credibility - customers see you're verified by Google
Qualified leadsGoogle filters out spam and low-quality leads before they reach you
Local targetingReach customers in your specific service area
24/7 availabilityYour ad works around the clock, even when you're not available

How It Works​

  1. You set up your profile - Add your business information, services, and service area
  2. Google verifies your business - Background checks and license verification (where applicable)
  3. You set your budget - Choose how much you want to spend per week/month
  4. Google shows your ad - When people search for your services in your area
  5. You receive leads - Customers call, message, or request quotes
  6. You pay per lead - Only charged when you receive a genuine lead

Main Access Points​

Help & Support​

Eligibility Requirements​

To use Google Guarantee, you typically need:

  • ✅ Valid business license (where required for your trade)
  • ✅ Insurance coverage (public liability insurance)
  • ✅ Background checks (for you and your employees)
  • ✅ Service area within Google's coverage areas
  • ✅ Qualifying trade (plumber, electrician, builder, etc.)

Supported Trades in the UK​

Google Guarantee is available for various trades including:

  • Plumbers
  • Electricians
  • Builders
  • Carpenters
  • Heating Engineers
  • Roofers
  • General Handymen
  • And more (availability varies by location)

Cost Structure​

How Much Does It Cost?​

  • No monthly fees - You only pay for leads you receive
  • Pay per lead - Each lead (call, message, or quote request) has a cost
  • Cost varies by trade and location - More competitive areas may have higher costs per lead
  • Set your own budget - Control how much you spend weekly or monthly
  • Budget caps - Set maximum spend limits to control costs

Typical Lead Costs (UK)​

Lead costs vary significantly by:

  • Your trade type
  • Your service area
  • Competition level
  • Time of year

Example ranges (these are estimates and can vary):

  • Plumbers: £15-£40 per lead
  • Electricians: £20-£50 per lead
  • Builders: £25-£60 per lead
  • Heating Engineers: £20-£45 per lead

Getting Started Steps​

  1. Check Eligibility - Visit Google Local Services to see if your trade and area are supported
  2. Create Your Profile - Add your business information, services, and service area
  3. Complete Verification - Submit required documents (licenses, insurance, etc.)
  4. Set Your Budget - Choose your weekly or monthly spending limit
  5. Review and Launch - Google reviews your profile and activates your ads
  6. Start Receiving Leads - Begin getting calls and messages from potential customers

Next Steps​

Important Notes​

⚠️ Google Guarantee is not available in all areas - Check availability for your specific location and trade

⚠️ Verification can take time - Background checks and document verification may take several days or weeks

⚠️ Lead quality varies - While Google filters spam, not every lead will convert to a job

⚠️ Costs can add up - Monitor your spending and adjust your budget based on lead quality and conversion rates