Is the new ‘Google Guarantee’ program worth the hassle?

Insulated Garage Door

Avery Swartz is a tech consultant who advises small businesses on all things digital. She is also the founder of Camp Tech, a tech training company for businesses and individuals across Canada.

Alphabet Inc.’s Google has rolled out a new service in Canada that promises to help your professional service business stand out from the crowd. Businesses in the program will have Google’s badge of approval next to their listing in the search engine’s results. The program says it will drive new business leads, but is it worth the cost and the hassle?

The Google Guarantee program is a feature of the company’s Local Services ads service, which launched in Canada in late 2018 in the Toronto and Vancouver areas. The program is currently only available in Canada for plumbers, heating, ventilation and air conditioning (HVAC) professionals and locksmiths, but is expected to be rolled out for other service providers down the road.

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Google started testing Local Services ads in San Francisco in 2015 and has expanded to more than 30 metropolitan areas in the United States. In the United States, Local Services ads are available for service categories including locksmiths, plumbers, electricians, HVAC services, carpet cleaners, house cleaners and garage door services.

Local Services ads are similar to Google Ads (previously called Google AdWords), in that they appear at the top of search engine result pages when someone is doing an internet…

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