The Ultimate Guide for Contractors to Google Local Service Ads or Google Gauranteed

Google Local Service Ads (GLSA) offer a powerful solution by connecting contractors with potential customers searching for their services online. This guide will explain what GLSA is, why it’s essential for contractors, and how to set up and manage GLSA effectively to maximize your local lead generation. In this Ultimate Guide for Contractors to Google Local Service Ads (or Google Guaranteed) we are going to break dow n the what, why, and hows of google guaranteed for Contractors.


In today’s digital age, gaining local leads is crucial for contractors looking to grow their business. Google Local Service Ads (Google Guaranteed) offer a powerful solution by connecting contractors with potential customers searching for their services online. This guide will explain what GLSA is, why it’s essential for contractors, and how to set up and manage GLSA effectively to maximize your local lead generation.

Google Guaranteed

1. What are Google Local Service Ads (GLSA)?

Google Local Service Ads (Google Guaranteed) are pay-per-lead ads designed to help local service providers connect with potential customers. These ads appear at the top of Google search results when users search for specific services in their area.

How They Work:

  • The Google Guaranteed Badge appears above standard Google Ads, providing prime visibility.
  • Users can directly contact businesses through the ad, making it easy for potential customers to reach out.
  • The ads display essential business information such as ratings, hours of operation, and the Google Guarantee badge.

Key Features:

  • Pay-per-lead model: You only pay for qualified leads, not clicks or impressions.
  • Google Guarantee badge: This badge builds trust, showing that Google has verified your business.
  • Visible business information: Ratings, reviews, and contact details are prominently displayed.

*see below for how you will be charged and what qualifies as a real lead:

Google Guaranteed Set Up

2. Why Contractors Should Use GLSA

  • Increased Visibility:
    GLSA offers priority placement above standard Google Ads, ensuring your business is seen first. The Google Guarantee badge further enhances trust, making users more likely to contact you.
  • Cost-Effective:
    With GLSA, you only pay for qualified leads. This pay-per-lead model provides a better return on investment (ROI) compared to traditional advertising methods where you pay for clicks or impressions, regardless of conversion.
  • Targeted Leads:
    GLSA targets local searches, ensuring the leads you receive are relevant and more likely to convert into actual customers. This localized targeting helps you connect with people in your service area who are actively looking for the services you offer.
  • Trust and Credibility:
    The Google Guarantee badge provides potential clients with reassurance that your business is reputable and trustworthy. Positive reviews and high ratings further build your credibility, making it easier to gain new clients.

Google Guaranteed Set Up

3. Setting Up GLSA for Contractors

Step 1: Eligibility and Requirements

Before you can set up GLSA, you need to verify your eligibility. Google requires that your business:

  • Falls under an eligible service category.
  • Operates in a location where GLSA is available.
  • Meets all necessary licensing and insurance requirements.

Google Guaranteed Set Up

Step 2: Create a GLSA Account

Visit the Google Local Services website and sign up using your Google My Business account. This ensures consistency in your business information across Google platforms.

Step 3: Complete Your Profile

Fill out your business profile with accurate and detailed information:

  • Business details: Name, address, phone number, and hours of operation.

Google Guaranteed Set Up

  • Service areas: Specify the areas you serve and the one you do not.

Google Guaranteed Set Up

  • Set up your service types: Select all the services you provide and ant leads for.

Google Guaranteed Set Up

  • Set up your business hours: TIP*** Set your hours according to when your phone will be answered.  Your ad will only show when your business is able to take phone calls. So if you’re open 9 to 5 put 9 to 5 if you take phone calls 24 seven and you can return those calls quickly like within 10 minutes then go ahead and put 24 hours.

Google Guaranteed Set Up

  • Proof of insurance and licensing: Upload the necessary documents to verify your credentials.

Google Guaranteed Set Up

Step 4: Background Check

Google conducts background checks through a third-party provider. Submit the required documents to complete this process, ensuring your business is trustworthy and reliable.

Step 5: Set Your Budget

Decide on a weekly budget for leads. Google will provide an estimate of the cost per lead based on your industry and location, helping you set a budget that aligns with your marketing goals.

Step 6: Publish Your Ad

Review your profile and ad information, then publish your GLSA. Your ad will go live once Google verifies and approves your information.

Google Guaranteed Set Up


4. Managing Google Local Service Ads (GLSA)

Monitoring Performance

Regularly check your GLSA dashboard for lead information. Track key metrics such as lead quality, cost per lead, and overall performance to ensure your campaign is delivering results.

Glsa Local Service Ads


Dispute Spam Calls or Non Leads 

You can dispute the leads on a monthly basis simply click on the lead and then the top right hand corner click the shish kebab menu that will allow you to select to dispute once you dispute. It will give you some options in a multiple-choice as to why you are submitting that this was not a lead. Once you hit submit, the Google team will review and l, remove the charge for the lead. Again, here is google’s official policies on what leads will be credited.

Glsa Local Service Ads

5. Bonus: Best Practices & Optimizing

Responding to Leads

Promptly respond to incoming leads to increase your chances of conversion. Utilize the GLSA app or website to manage communications efficiently.

Glsa Local Service Ads


Encourage satisfied clients to leave positive reviews & respond to reviews to show potential customers that you value feedback and are committed to providing excellent service.

Glsa Local Service Ads

Utilizing Google My Business

Keep your Google My Business profile updated with current information. This ensures consistency across your GLSA and other Google platforms, enhancing your online presence.


We will continue to improve our blog post as things change with GLSA so we can continue to provide an ULTIMATE guide.