What is Google Guaranteed and Can It Help Roofers?

What is Google Guaranteed and Can It Help Roofers?

In today’s digital marketplace, it’s crucial to not only have a strong online presence but also to instill trust and credibility among potential customers. This is where the power of Google’s advanced features comes into play. One such feature that’s been making waves in the service industry is Google Local Service Ads, also known as Google Guaranteed. But what is Google Guaranteed, and more importantly, how can it help roofing companies? Let’s explore.

What is Google Guaranteed?

Google Guaranteed is a powerful certification program launched by Google to foster trust and reliability among service-oriented businesses and their potential customers. The program is part of Google’s Local Services Ads, and it’s designed to provide an extra level of assurance to customers seeking local services. When businesses carry the Google Guaranteed badge, it signifies that Google has vetted and verified the company’s licensing, insurance, and other critical details. Essentially, Google is backing the quality of services offered by these businesses.

Google Local Services Ads are a specific type of online advertising offered by Google that focuses on connecting local businesses with customers who are actively seeking their services. Unlike traditional Google ads, which are pay-per-click, Local Services Ads are pay-per-lead, meaning you pay for legitimate customer inquiries rather than just clicks on your ad. These ads appear at the very top of the search results, providing enhanced visibility for your business. They are especially effective for service-based businesses, like roofing companies, as they target customers in your specific service areas who are searching for the services you offer.

How Can Google Guaranteed Help Roofing Companies?

Google Local Services Ads and Google Guaranteed can serve as powerful assets for roofing companies, providing a multitude of benefits that can significantly enhance your business’s online visibility and reputation. Here’s how this program can provide a substantial boost to your roofing business:

  • Prominent Positioning in Search Results: As a Google Guaranteed business, your roofing company will feature prominently in local search results. This heightened visibility makes it much easier for potential customers in your area to discover your services.
  • Establishing Trust with Potential Customers: Trust plays a pivotal role in a customer’s decision-making process. The Google Guaranteed badge is a mark of trust and credibility, showing potential customers that your business has been verified and endorsed by a globally recognized brand – Google. This trust-building aspect can considerably enhance your roofing business’s appeal.
  • Generating High-Quality Leads: As your roofing company’s visibility increases and potential customers grow to trust your services, the Google Guaranteed program can contribute to a noticeable uptick in lead generation. The badge acts as a magnet, drawing in leads that are likely to convert because they already trust your business.

Overall, Google Guaranteed can serve as a potent catalyst, propelling your roofing business toward greater success by increasing visibility, building trust, and encouraging a steady influx of quality leads.

Pros and Cons of Google Guaranteed

Like any marketing tool, Google Guaranteed comes with its own set of pros and cons:


  • Increased Visibility: The Google Guaranteed badge makes your business stand out in local search results, leading to greater visibility.
  • Trust-Building: The Google Guaranteed badge signifies Google’s trust in your services, which can enhance customer confidence and trust in your business.
  • Lead Generation: With the increased visibility and trust that comes with the badge, your business is more likely to attract high-quality leads.
  • Customer Reimbursement: Google provides a customer reimbursement of up to $2,000 if they are unsatisfied with your work, instilling further trust in potential customers.
  • Improved Conversion Rates: The combination of increased visibility, trust, and quality leads can lead to improved conversion rates.


  • Rigorous Verification Process: To earn the badge, your business needs to undergo a thorough screening process, which includes licensing, insurance verification, and employee background checks.
  • Cost Involved: Google charges for each lead received through the Google Guaranteed program, which could potentially lead to high costs.
  • Limited Control: Unlike traditional advertising, you have limited control over the leads that come through Google Guaranteed. You cannot choose or modify the type of jobs or leads you get.
  • Limited to Specific Areas: Google Guaranteed is available only in certain geographical areas and industries. While roofing companies are eligible, there may be limitations based on your location.
  • Dependent on Google Reviews: Your business’s success with the Google Guaranteed program is heavily reliant on positive Google reviews, which means you need to continually focus on providing high-quality service and maintaining a positive reputation.

Mixing Google Guaranteed with the Rest of Your Marketing Plan

Google Local Service Ads are a key tool in a roofing company’s marketing toolbox. They shine a spotlight on your business in Google search results, putting you front and center when local customers are on the hunt for roofing services. And let’s face it, being the first business potential customers see is a major advantage. Combining Local Service Ads with a strong SEO strategy and compelling content can elevate your online presence, leading to increased traffic, quality leads, and, ultimately, more conversions.

But the magic doesn’t stop there. Google Local Service Ads can perfectly harmonize with other parts of your marketing plan. Whether you’re leveraging social media campaigns, sending out engaging email newsletters or using traditional print ads, Local Service Ads can add that extra layer of effectiveness. Reaching your potential customers from various angles not only builds a robust brand image but also fosters trust and customer loyalty. And let’s not forget, a powerful and cohesive brand is a recipe for increased customer retention and a better bottom line. So, incorporating Local Service Ads into your marketing strategy can be a smart move for your roofing business.

Setting Up Google Guaranteed

So, how does a business earn this badge? The process involves a rigorous screening process that includes:

  • Verification of Licensing: Businesses must provide proof of professional licenses relevant to the services they provide. For roofing companies, this would include any required state or local roofing contractor licenses.
  • Insurance Verification: Businesses must also provide proof of insurance that covers potential accidents or damage that could occur during service delivery. For roofers, this usually means providing proof of both liability and workers’ compensation insurance.
  • Background Checks: Depending on the nature of the business, Google may also require background checks for the business owner and any employees who provide services at customers’ homes or businesses. This adds another layer of trust, assuring customers that the people working on their properties are trustworthy and professional.

This can be a bit of a process, and can take weeks to get everything verified. We highly recommend starting the process as soon as possible. If you don’t want to run the ads yet, you can pause the campaign as soon as it’s verified. Due to all of the back and forth, you may want to reach out to your digital advertising partner and ask them about setting this up. A good, holistic agency will help you get the entire account set up for success.

Final Thoughts

So, when asked, “what is Google Guaranteed?” it’s clear it’s more than just a badge. It’s a tool for building trust, increasing visibility, and driving more leads to your roofing business. While it may not be a magic solution for every roofing company, the benefits it can bring make it worth considering. Remember to integrate it with a comprehensive marketing strategy for the best results.