A new business model: pay for leads not for clicks
Google Local Services only charges advertisers for phone calls directed to their office. The flat fee per lead is set by vertical and geography. Only calls over 30 seconds are charged.
Building trust through the Google Guarantee
To participate in the program, advertisers must pass Google’s screening and qualification process in order to earn their Google Guarantee badge. The Google Guarantee badge lets customers know that the services provided by the business are insured by Google. In the event a homeowner is not satisfied with the quality of work, the Google Guarantee may cover claims up to the amount on the job invoice.
Reliable performance = more leads
Advertisers with high customer review ratings, who demonstrate reliable phone availability, show up more often within the top three spots of search results on Google. This performance-based ranking replaces the traditional pay-per-click model that uses the advertiser's willingness to pay for specific keywords.