Understanding Google Local Service Ads and the Google Guaranteed Program

Google Local Service Ads (LSAs) are one of the best tools for generating high-quality leads, especially for local service businesses like fencing companies. These are the ads that show up at the very top of Google with your business name, reviews, service area, and a “Google Guaranteed” green check mark.

That green badge isn't just for show: it's required. In fact, getting Google Guaranteed is part of the setup process for Local Service Ads. Once you pass Google's screening process (background checks, license and insurance verification, etc.), your ad can go live, and you’ll only be charged for real leads like calls or messages, not clicks.

So, in short, Google Guaranteed = Local Service Ads. If you want to run LSAs, getting Google Guaranteed is step one.

What Are Local Service Ads?

Local Service Ads appear at the very top of Google search results and are designed to connect local customers with verified service businesses in their area. Each ad highlights your business name, star rating, number of reviews, years in business, service area, hours of operation, and background check status. Instead of showing your phone number directly, Google provides clickable buttons so users can message or call through the ad system.

You’re only charged when a real lead comes through, like a phone call or message. It’s pay-per-lead, not pay-per-click.

What Is the Google Guaranteed Badge?

The green check mark next to your ad means your business is Google Guaranteed. That means:

Your business has passed a background check.
Your insurance has been verified.
Your business profile is connected and verified.
You’ve added billing info and set your ad budget.
You’ve gathered at least one customer review.

Can Any Business Use LSAs?

Not every business is eligible to run Local Service Ads. LSAs are only available for certain service-based industries that Google supports. Fencing is one of them and is available in most markets, but you still have to complete all the verification steps to qualify.

Is the Badge Worth It?

Pros:

Builds trust with new customers
Makes your ad stand out
Often shows above-standard Google Ads

Cons:

If a customer complains, Google may refund them without checking with you
You are responsible for marking leads as valid or invalid within 30 days
Google expects accurate business info and a timely follow-up with the leads received

We usually recommend getting the badge, but we help our clients stay on top of everything to avoid issues.

How Do Refunds Work with the Google Guarantee?

If a customer books a job through your Local Service Ad and isn’t satisfied with the quality of your work, they can submit a refund request directly to Google. Google will investigate the claim and, at its sole discretion, may issue a reimbursement to the customer based on the amount listed on the job invoice.

Note: Google issues the refund, but the money is pulled from your Local Service Ads account balance, so it doesn’t come out of your pocket directly, but it will show up as a deduction.

What Google May Reimburse For:

Jobs that weren't completed
Work that was done poorly or not up to standard

What Google Won’t Reimburse For

Add-on or future projects
Property damage
Trip charges or diagnostic fees
Pricing disputes
Cancellations or poor communication

How the Google Refund Process Works

The customer reaches out to you first to resolve the issue

If unresolved, they file a claim with Google within 30 days of job completion
Google investigates the claim and contacts both parties
Google makes a final decision based on its terms of service

Is Getting Google Guaranteed Difficult?

Getting verified for Google Local Service Ads can take a little time, but we speed things up by walking you through it and handling most of the heavy lifting.

We'll ask a few questions, then push your application through. The typical verification process includes:

Verifying your business license and/or active insurance
A background check for the business owner
Making sure your business profile info (name, address, etc.) matches across platforms
Confirming your billing details and setting a weekly budget
Confirming one Google review on your Google Business Profile
And in some cases, submitting a video walkthrough of your shop or work vehicle to ensure your Google Business profile is verified

Need Help With LSAs? We've Got You.

DotCom has helped fence companies nationwide get up and running with Google Local Service Ads and get more quality leads.

Here's what we handle:

Getting you fully Google Guaranteed (license, insurance, background checks, all the fun stuff)
Setting up your LSA account the right way, including categories, service areas, ad schedule, photos, and everything else that affects performance
Troubleshooting and talking to Google on your behalf if something breaks or goes sideways
Ongoing support to make sure your budget is working smarter and your leads are staying solid

Here's what you'll need to do:

Respond to the leads when they come in
Rate each lead based on how good it was (that's how Google learns who to send you)

We make sure everything is set up, optimized, and running smoothly, so all you have to do is show up and close the deal.

Final Thoughts

Google Local Service Ads are one of the best ways to bring in high-quality leads, but they don't play around. If your account isn’t set up correctly or you miss a step, Google can pause your ads without warning. That means missed leads, missed money, and a lot of frustration.

If you’re serious about getting leads and don’t want to deal with Google’s nonsense alone, we’ve got your back. Whether you just need help getting verified or want a team to fully run the show for you, DotCom knows the system inside and out, and we’ll make sure you don’t miss a beat.

Let’s make your LSAs work harder for you.