Google protection: a badge to guarantee the reliability of services at home or nearby


A new ad program is available for convenience stores, which can earn a reliability badge, approved by Google, to reach new customers.

Merchants can get a reliability badge if they meet the program’s eligibility criteria. © Google

While searches for home services, such as interior work or household chores, increased by 25% in the first half of 2020 in several European countries, and queries containing the phrases “nearby” or ” available near me ”have doubled globally, Google is launching a new ad program: Local Services. The objective: to help local businesses reach new customers, allow them to be contacted directly, through search results filtered according to the services offered, while guaranteeing a level of confidence thanks to the presence of a new one. reliability badge.

What is the Local Services advertising program?

Professionals wishing to offer their services to new customers can choose this new type of ads in Google Ads. They make it possible to meet the needs of these users, who wish to get in touch with trusted professionals. The eligible professions are as follows:

  • Cleaning agent
  • Housekeeper
  • Roofer
  • Mover
  • Pest exterminator
  • Service provider after water damage
  • Arboriculture service provider
  • Lawn maintenance service provider
  • Window service provider
  • HVAC Service Provider
  • Window cleaner
  • Plumber
  • Appliance repair service
  • Waste collection specialist

These ads, which are shown to customers in the same geographic area as the business, appear in Google search results. Merchants only pay when one of their customers contacts them directly from an ad created under the Local Services program. Google specifies that professionals do not need a website to benefit from it.

What is the reliability badge provided by Google?

The distribution of these announcements is accompanied by the display of a new badge: Google Protection. It means that the establishment is approved by Google. To obtain it and include an ad in the block dedicated to the Local Services program, merchants must meet eligibility criteria, by following the Local Services Ads validation procedure (detailed below). Google will then verify the veracity of the information provided, in particular with regard to the validity of the professional’s license.

If a customer is not satisfied with a merchant’s service, Google may reimburse him for the costs corresponding to the missions carried out within the framework of the Local Services announcement, within the limits of the available ceilings, namely € 1,500 for establishments located in France. Additional or future services, material damage, cancellations, “ customers unhappy with the price or the responsiveness of the supplier “However, do not give rise to any reimbursement, underlines the American firm.

How do I get the Google Protection badge?

To create an ad and earn the Google Protection badge, you must be registered as a professional with the program. To do this, go to the platform dedicated to Local Services ads and create your profile by following the steps below:

  • fill in the details of the establishment : name of the company, telephone number, address of its website (optional), first and last name of its owner, number of employees in the field, year of its foundation, professional postal address (or personal, but this is not will not be accessible to customers if the box is checked),
  • configure the service area depending on the business address provided,
  • specify the services offered by the company and validate the professional license (by checking a box at this stage),
  • add the opening hours of the establishment (days and hours, weekends included),
  • preview ad.

The types of services offered when creating a Local Services ad. © BDM capture

An example of a (fictitious) ad created from Google’s Local Services program. © BDM capture

You can then add your professional license (although this is not necessarily required for all areas of activity), company registration, get a link to receive verified reviews from customers, set your budget ads and enter your campaign billing information. You can choose to activate your ads or pause them, which allows you to maintain control over the delivery of your campaign.

Local Services ads are available in 10 countries: France, Austria, Belgium, Germany, Ireland, Italy, the Netherlands, Spain, Switzerland and the UK.

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