Setting Up Your Google Guarantee Profile

A well-optimised Google Guarantee profile gets more leads and converts better. Follow this step-by-step guide to set up your profile correctly from the start.

Step 1: Create Your Account

1. Visit Google Local Services
2. Click "Get Started" or "Sign Up"
3. Enter your business email address (use a business email, not personal)
4. Verify your email address
5. Choose your trade/service category

Step 2: Add Business Information

Business Details

Field	What to Include	Tips
Business Name	Your registered business name	Use the exact name from your business registration
Phone Number	Your business phone number	Use a dedicated business line if possible
Email Address	Your business email	Use a professional email address
Website	Your business website URL	Include if you have one (not required)
Address	Your business address	Use your registered business address

Service Area

• Define your service area - Choose the postcodes or areas you serve
• Be realistic - Don't claim areas you can't realistically service
• Consider travel time - Factor in travel costs and time when setting your area
• Start local - You can expand your area later once you see how it performs

Tips for setting service areas:

• Focus on areas where you have the most experience
• Consider areas with less competition
• Think about travel costs vs. lead costs
• Start with 3-5 postcodes and expand based on results

Step 3: Add Your Services

Service Categories

List all services you offer:

• Be specific - "Emergency plumbing" is better than just "plumbing"
• Include variations - "Boiler repair" and "Boiler installation" as separate services
• Match customer searches - Think about what customers actually search for
• Don't over-promise - Only list services you actually provide

Service Descriptions

For each service, include:

• What you do - Clear description of the service
• When you're available - Emergency services, regular hours, etc.
• What's included - What the customer gets for their money
• Qualifications - Relevant certifications or qualifications

Example for Plumbers:

✅ Good Service Listing:

• Emergency plumbing (24/7)
• Boiler repair and installation (Gas Safe registered)
• Leak detection and repair
• Bathroom installation
• Kitchen plumbing

❌ Poor Service Listing:

• Plumbing
• Fixing things
• General work

Step 4: Upload Required Documents

Required Documents

Google will require:

1. Business License (where applicable)

   • Photo or scan of your business license
   • Must be current and valid
   • Clear, readable image

2. Insurance Certificate

   • Public liability insurance
   • Minimum coverage requirements vary by trade
   • Certificate must be current

3. Identity Verification

   • Government-issued ID (passport or driving licence)
   • Must match your business registration

4. Trade-Specific Certifications

   • Gas Safe registration (for gas engineers)
   • NICEIC registration (for electricians)
   • Other relevant trade certifications

Document Tips

• Use clear photos/scans - Ensure all text is readable
• Check expiry dates - Make sure all documents are current
• Match names exactly - Document names must match your business name
• Submit promptly - Delays in document submission delay approval

Step 5: Background Check

Google conducts background checks on:

• Business owners - Criminal background checks
• Employees (if applicable) - Checks on staff who will do the work
• Business history - Verification of business registration and history

What to expect:

• Background checks can take 1-2 weeks
• You may be asked for additional information
• Google will contact you if there are any issues

Step 6: Set Your Budget

Budget Options

1. Weekly Budget

   • Set maximum spend per week
   • Good for testing and controlling costs
   • Resets each week

2. Monthly Budget

   • Set maximum spend per month
   • More flexibility within the month
   • Better for established campaigns

Budget Recommendations

For New Accounts:

• Start with £200-£500 per week
• Monitor lead quality and conversion
• Adjust based on results

For Established Accounts:

• Base budget on your conversion rate
• If you convert 30% of leads and want 10 jobs/month:
  • 10 jobs ÷ 0.30 = ~33 leads needed
  • 33 leads × average lead cost = weekly budget

Budget Tips

• Start conservative - You can always increase your budget
• Monitor daily - Check your spend regularly
• Set caps - Use maximum spend limits to prevent overspending
• Adjust based on ROI - Increase budget if leads are converting well

Step 7: Review and Submit

Before submitting, double-check:

• ✅ All business information is accurate
• ✅ Service area is correctly defined
• ✅ All services are listed
• ✅ Documents are uploaded and clear
• ✅ Budget is set appropriately
• ✅ Contact information is correct

Step 8: Wait for Approval

Approval Timeline

• Initial review: 1-3 business days
• Background checks: 1-2 weeks
• Document verification: 2-5 business days
• Total time: Typically 2-3 weeks (can vary)

During Approval

• Google may contact you for clarification
• Check your email regularly
• Respond promptly to any requests
• Don't make major changes during review

Step 9: Launch and Monitor

Once approved:

1. Your ads go live - You'll start appearing in search results
2. Monitor your dashboard - Check leads, costs, and performance daily
3. Respond to leads quickly - Faster response = better conversion
4. Track conversions - See which leads turn into jobs
5. Optimise based on data - Adjust services, area, or budget as needed

Common Setup Mistakes to Avoid

Mistake	Why It's a Problem	How to Fix
Incorrect business name	Verification fails, confusion	Use exact registered name
Service area too large	High costs, low conversion	Start small, expand gradually
Missing services	Miss potential leads	List all services you offer
Poor document quality	Delays approval	Use clear, readable scans
Budget too high/low	Waste money or miss leads	Start conservative, adjust
Inactive phone number	Miss leads, waste money	Use dedicated business line

Next Steps

• Optimising Your Profile - Improve your lead quality and quantity
• Managing Your Account - Learn how to handle leads and optimise performance