In the last few months, I’ve written articles going over how Google is launching into local services. The first one covered how Google Local Services (GLS) was rolled out
, and the second covered the potential impact and ramifications of GLS on the marketplace
. From sources within Google, it appears that their goal is to have GLS nationwide by the end of 2018. As I went over in my last article about the potential impact of their program, that is probably when you can expect the game to change. As I brought up before, the game will totally change when Google starts explaining what the Google Guarantee is to the public.
As I shared in the last article, our
MORE Marketing Program, headed by Lori Smith, sat down with 25 Salt Lake City homeowners with no relationships or affinity to an HVAC contractor. First, Lori showed a Google search page result for HVAC repair—without the GLS ad at the top of the page. She then asked how they would choose a contractor for a repair for their home. As expected, our homeowner’s choices and reasons were all over the board. However, most of their reasoning could pretty much be boiled down to who they had heard of—or were familiar with. Next, Lori showed them a search page with Google Local Service ads at the top. When asked if that changed anyone’s opinion, it didn’t. They thought it was just another ad. Then, Lori explained what the Google Guarantee symbol in the ad meant, and that Google’s would guarantee up to $2,000 that the job would be done right, for anyone who used Google to select a contractor from GLS where that symbol appeared. When she asked if knowing about Google’s guarantee affected anyone’s choice, all 25 of the homeowners changed their decision and…