What is Google Screened? Everything You Need to Know

About 85% of consumers look online when searching for a local business. If your business gets approved, you could run Local Services Ads to reach these customers. You could receive a Google Screened badge of trust, too.

Google Screened and Google Guaranteed are a little different, though.

What exactly does getting screened mean? How can it benefit your business? Does getting screened impact your Local Services Ads?

Keep reading to find out! In this guide, we’ll review everything you need to know! Discovering how Google Screened works could give you a competitive edge.

You can reach more customers, boost brand awareness, and step up sales!

Interested in learning more? Keep reading.

What is Google Screened?

First, let’s answer the question that’s likely on your mind: what does it mean to get Google Screened?

Google Screened and Google Guaranteed are a little similar. They’re both badges of trust for professional services businesses. You’ll need a badge of trust from Google before you can run Local Service Ads.

When someone searches for a local business on Google, they’ll see a mix of paid ads and organic search results. Businesses can boost their organic ranking with search engine optimization (SEO). They can also pay for advertisements using pay-per-click (PPC) Google Ads.

Unfortunately, ranking for organic search results can take time. Paying for PPC ads can get costly if you’re inexperienced, too.

Instead, more businesses are using Local Service Ads to reach consumers. 

Local Service Ads appear at the top of search engine results pages (SERP). A higher ranking will help you appear in front of more customers. You’ll boost brand awareness and leads as a result.

Local Service Ads display your company’s:

  • Name
  • Phone number
  • Business hours
  • Service area
  • Google rating
  • Google Guaranteed sticker

These ads can appear when someone searches for your location and service. For example, a Local Service Ad might appear when someone searches “plumber New York.”

Then, the consumer can click on the ad, choose what job they need, and schedule an appointment. 

These ads can appear on both desktop and mobile devices.

What exactly does Google Screened mean, then?

The Google Screened badge helps professional service businesses establish their online reputation. You can earn this badge through a background and license check. Once you’re approved, a Google Screened green checkmark will appear on your Local Service listing.

How It Works

Before you can receive the Google Screened badge, you’ll need to pass a business-level background check. The business owner will need to pass a background check as well.

Each professional will need to pass a license check, too. In some cases, employees at your company will also need to pass a background check.

These checks will ensure consumers that the businesses they’re interested in were thoroughly vetted. Consumers can find peace of mind before they choose your business. Brand trust will grow.

Eventually, you can turn that brand trust into brand loyalty.

Eligible Businesses

Right now, only a few companies in certain industries can become Google Screened businesses. These include real estate, financial planning, and law.

Eligible financial businesses include tax specialists, accountants, and financial planning experts.

Under real estate, real estate agents are eligible.

For lawyers, eligible specialties include:

  • Bankruptcy
  • Business
  • Contract
  • Criminal
  • Disability
  • DUI
  • Estate
  • Malpractice
  • Personal injury
  • Family
  • Immigration
  • IP
  • Labor
  • Litigation
  • Traffic
  • Tax
  • Real estate

Google Guaranteed, on the other hand, focuses on industries such as electricians, HVAC, roofing, and plumbing.

In order to participate in a Google program, businesses also have to pass Google’s screening and qualification process. 

You can learn more about the requirements for each industry here.

In addition to passing background checks, you’ll also need to maintain a three-star ranking or higher on Google. You can check your Google My Business listing to determine your current ranking.

Local Services Ads for Screened Businesses

There are over 70,000 Google searches every second. In fact, Google controls 90% of the global search engine market. If people are looking for your business, they could find you on Google.

In fact, about 30% of Google mobile searches are related to location. Meanwhile, over 70% of these consumers visit stores within five miles after a search.

Another 78% of local mobile searches result in an in-store purchase.

Creating Local Service Ads can help you appear in front of these customers. In fact, Google Screened Businesses might have an easier time drawing customers in. The Google badge could make it easier for consumers to trust unfamiliar businesses.

However, you can’t run Local Service Ads unless you earn your Google Screened badge.

The Benefits

It takes five to seven impressions before you start developing brand awareness. Consistency and repetition over time are key.

In fact, it only takes 10 seconds for consumers to form an impression of your brand. 

Meanwhile, about 60% of consumers prefer familiar brands. Over time, you can retain long-term, loyal customers. Loyalty is sometimes worth 10 times as much as a single purchase.

In fact, a 2% increase in customer retention can lower costs as much as 10%.

Getting your Google Screened Approval will allow you to create Local Service Ads. They, you can experience a range of benefits, including:

  • Getting seen at the top of Google SERPs
  • Only having to pay per lead (not click) related to your business and services
  • You’ll only hear from customers who have selected your profile
  • Appearing for voice searches
  • No longer wasting time on keyword research
  • Appearing in front of customers when they need your business most (increasing your chance of booking appointments)
  • Making use of simple tools to create a personalized profile
  • Using the mobile app to communicate with customers at any time
  • Boosting brand trust and loyalty with the Guarantee and Screened badges (increasing your customer retention rate)

Google Screened businesses could get a leg up. Gaining a competitive edge will allow you to generate more leads. As you book more appointments, your ROI will rise.

Here’s a deeper look into how getting Google Screened for Local Service Ads can benefit your business.

Build Brand Trust

Consumers might struggle to trust your business if they’ve never heard of you before. Gaining Google’s endorsement with the Screened badge could help. Consumers might feel more comfortable with your business than others as a result. 

Once they choose your business, they can experience your services first-hand.

More consumers will see the value and high-quality services you can offer. Then, you can turn brand trust into brand loyalty. As you retain long-term customers, your ROI will continue to rise.

You can even encourage these customers to post their ratings on Google. Reviews and five-star ratings can boost your brand’s reputation.

In fact, about 95% of consumers read reviews before making a purchase. Another 93% read reviews of local businesses to determine their quality. Over 70% won’t take buying actions until reading reviews.

Generating fresh Google reviews can improve your local SEO strategy, too. As your ranking increases, you’ll appear in front of more customers. In addition to boosting brand awareness, improving your ranking can also help:

  • Increase brand recognition
  • Generate more website traffic
  • Establish you as a credible thought leader in the industry
  • Position your website ahead of the competition
  • Improve brand trust and loyalty
  • Boost leads, conversions, and sales
  • Increase your ROI

Getting Google Screened will help improve your company’s online reputation. You can generate more reviews, increase traffic to your site, and reach more customers. 

Pay Per Lead

PPC advertising with Google Ads requires you to pay each time someone clicks on your digital ad. In some cases, the consumer never converts into a lead or paying customer. In other words, you’ve paid for that click without generating fresh business.

Once you’re Google Screened, you won’t have to worry. With Local Service Ads, you don’t pay for every click. Instead, you only pay each time you generate a lead.

You’ll start generating more appointments, allowing your ROI to improve.

At the same time, you’ll appear in front of more customers. In fact, Local Service Ads appear for voice searches, too. As more people rely on voice assistants, you’ll need to focus on appearing for voice searches.

Otherwise, your competitors will reach those customers instead.

Appearing for voice searches will help you reach even more customers. People will have an easier time finding your business. They can book a service with your business before hearing about any of your competitors.

The Google Screened Process

In order to become Google Screened, you’ll need to gather information for Google and Pinkerton. Pinkerton is the tool Google uses to complete its background checks.

You’ll need the:

  • Business name
  • Owners name
  • Total number of professionals
  • Year founded
  • Languages spoken
  • Headshot of the owner
  • License information
  • Budget
  • Employee info
  • Hours of operation, service area, and other miscellaneous details

An experienced digital marketing agency can help you complete the sign-up process.

Getting Google Screened: Your Guide to Boosting Brand Trust and Loyalty

Don’t let your competitors take the lead! Instead, consider getting Google Screened. Earning your Google Screened badge will allow you to use Local Service Ads.

Then, you can reach more customers, boost brand trust, and gain a loyal following!

Need help getting started? Let’s talk.

Contact us for a 30-minute growth session and free strategy plan today.

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Antonio Calabrese GHAX

Hey, I’m Antonio Calabrese, Founder at GHAX. We love working with businesses who are serious about growth.

If that’s you, get in touch and be 1 of 20 this month to claim a free marketing strategy session.

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