Google Verified (formerly known as Google Guaranteed) is a badge that appears next to business listings in Local Services Ads. In order to receive the badge, the business must go through Google’s screening and verification process, which includes license and insurance verification, background checks, and meeting customer review requirements. This, in turn, gives the business increased visibility and customer trust and allows them to get leads directly through Google search results. 

While this program can be valuable, it’s not automatically the right investment for every business. To find out whether Google Verified is worth it for your business, keep reading to learn more about how the program works, its advantages, costs, and limitations, and what types of businesses can benefit most. 

How Does Google Verified Work?

Google Verified is different from simply having a Google Business Profile (also known as Google My Business). It’s associated with Google’s Local Services Ads.

With Local Services Ads, businesses can set up their service areas, job types, budget, and other information, which Google uses to determine whether a business is relevant to a specific search. This system generally uses a pay-per-lead model rather than Google Ads’ pay-per-click method, allowing leads to contact the business directly through the ad. 

A business doesn’t have to be Google Verified to participate in LSAs, but if it is, a badge appears next to the business name in the search results, letting users know that the business has been vetted by Google and has been found to meet their standards. 

How Much Does It Cost?

The good news is that it doesn’t cost anything to apply for the Google Verified badge. However, LSAs require you to pay per lead. This cost can vary based on the industry, location, competition, services offered, demand, and your advertising budget. 

What Are the Benefits of Google Verified?

This program comes with many potential advantages, including: 

• Increased local visibility: LSAs place a business at the top of the page when users search for local services. The Google Verified badge places the business at the top of the LSA listings, increasing visibility. 
• Increased customer trust: The badge serves as an additional trust signal, making potential customers more comfortable contacting an unfamiliar business. 
• More qualified leads: People searching for a specific service are often further along in the buying process. Service-based businesses can benefit from connecting with these people, who are typically more likely to be ready to hire a contractor. 
• Pay for leads instead of clicks: In some cases, it’s better to pay for customer inquiries rather than website traffic. However, the value depends heavily on lead quality and conversion rates. 
• Easy lead management: Google provides tools for tracking and responding to leads, allowing you to monitor calls and messages generated through LSAs. 

The Downsides of Local Services Ads

However, there are some downsides to this program, as well. LSAs can generate leads, but they don’t replace a strong website. You’ll still need organic SEO, a well-optimized Google Business Profile, plenty of positive reviews, and useful content. 

Additionally, your budget can be used quickly, especially if you’re in a competitive market. It’s important to monitor performance rather than setting a budget and ignoring it. 

Local Services Ads vs. Traditional Google Ads vs. Organic SEO

Local Services Ads (with or without the Google Verified badge) are service-focused, give you a prominent local placement, and allow you to pay per lead. Traditional Google Ads, on the other hand, give you greater control over ad messaging and landing pages, can target broader search terms, and give you more flexibility for different campaign goals. Some businesses can benefit from using both. 

However, businesses shouldn’t rely exclusively on paid ads. Building organic rankings through SEO is a longer-term strategy, but can provide excellent results in the long run — plus, you don’t have to pay for organic traffic. SEO, LSAs, and traditional Google Ads are complementary tools that can work together to build a comprehensive marketing strategy. 

Final Verdict: Is Google Verified Worth It?

Google Verified can be an effective way to boost your LSA results; however, its value depends on industry, competition, lead costs, and conversion rates. The badge itself isn’t a substitute for a comprehensive marketing strategy that involves a quality website, SEO, and relevant content. 

If you’re wondering whether Google Verified is worth it for your business, schedule a free consultation with Performance Driven Marketing today. We’ll take a look at your current marketing strategy and let you know how we can help you take your business to the next level.