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New Google Local Services Ads (LSA) Verticals Launching

Phone open to Google Local Services Ads (LSAs)
Caitlin deBoer

Google Local Services Ads (LSAs) has been a game changer for the home services industry. By taking advantage of LSAs, business owners have been able to maximize their exposure to potential clients online in an exceedingly cost efficient manner. Now, Google Guaranteed and Google Screened badges are launching for new verticals, with various requirements. Keep reading to learn more.

GG Badge vs. GS Badge

  • GG (Google Guaranteed)

    • Google Guarantee helps home service providers build a trusted reputation online. Providers with this badge go through extensive background and license checks. On Local Services listings, you will see the Google Guarantee badge next to these providers.

    • If you’re backed by the Google Guarantee, and your customers (that came to your business through Local Services Ads) aren’t satisfied with the quality of your work, Google may, in its absolute and sole discretion, reimburse the customer up to the amount paid for the initial service, subject to a lifetime limit. The following are the upper limits of lifetime limits per customer in each country:

      • United States: $2,000

      • Canada: CAD $2,000

  • GS (Google Screened)

    • Google Screened helps professional service businesses build a trusted reputation online. Businesses with this badge go through extensive background and license check. On Local Service listings, you will see the Google Screened icon next to these businesses.

    • All businesses that have the Google Screened badge must pass a business-level background and a business-owner background check. Additionally, each professional in the business must pass a license check, and in some categories, a background check. These checks ensure consumers that the professionals they work with have been thoroughly vetted and provide them added peace of mind as they work with you.

New Google Guaranteed Verticals:

  • General Contractor

  • Handyman

  • Home Inspector

  • Home Security

  • Home Theater

  • Pool Cleaning

  • Pool Contractor

  • Sewage Pro

  • Snow Removal

All new Google Guaranteed verticals are required to complete Google verified background checks. For the vast majority of new verticals, the background checks consist of a Business Entity and Business Owner verification. Home Security Pros are the only providers required to go one step further, all Field Workers that will be going on Local Services Ads generated calls will also be required to go through the verification process.

License Requirements: License requirements per vertical vary by state.

Insurance Requirements: Insurance requirements per vertical vary by state.

Additionally, Google is now allowing General Contractors to send out sub-contractors on Local Services Ads generated jobs. This is a new development and is currently only permitted for the General Contractor vertical.

New Google Screened Verticals:

  • Animal Shelter/Rescue

  • Pet Adoption

  • Pet Boarding

  • Pet Grooming

  • Pet Training

  • Dance Instructor

  • Preschool

  • Language Instructor

  • Child Care

  • Acupuncturist

  • Personal Trainer

  • Yoga Studio

  • Weight Loss Center

  • First Aid Training

All new Google Screened verticals are required to complete Google verified background checks. For the vast majority of new verticals, the background checks consist of a Business Entity and Business Owner verification. Language Instructors and Acupuncturists are the only providers required to go one step further, all Professionals that will be assisting Local Services Ads generated inquiries will also be required to go through the verification process.

Profile Requirements: Personal Trainer providers are required to provide a Headshot to display on the Ad.

License Requirements: License requirements per vertical vary by state.

Insurance Requirements: Insurance requirements per vertical vary by state.

Are you ready to get started with Google LSAs? Contact Scorpion for help.

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