Almost 100 people who claim they did not get what they paid for from a company that promises to get business websites to the top of Google's search results have settled their cases privately, lawyers say.

Publicity Monster, run by Timothy Sabre, cold-calls small businesses, offering to make them appear in Google Local's top seven search results for a chosen key word.

Consumer Action Law Centre chief executive Gerard Brody said 90 people had complained about the company in small claims tribunals in NSW and Victoria in recent years, with many saying it had not delivered on its promise.

But most appeared to have privately settled their disputes with the business, with only one resulting in a reported decision.

A Consumer Affairs Victoria spokesman said the watchdog had received 32 complaints about Publicity Monster since July 2011 and continued to monitor it regarding alleged consumer law breaches.

Mr Sabre denied claims he had not delivered clients what they paid for.

‘‘We are a startup business in a new space that started in 2010, we've made our mistakes but we have and will continue to do everything possible to service our customers ... we deliver solid results to thousands of customers every year,’’ he said.

‘‘We have communicated with all available customers and tried to resolve any outstanding issues. We do not feel we have breached any laws and have not been shown anything to the contrary. In saying that, the industry is young and we've had our teething problems that we've worked hard to fix to make sure our customers are happy."

Mr Sabre, also known as Timothy Said, was stripped of his Google AdWords accreditation last August after Fairfax Media reports about Publicity Monster.

Mr Brody said many consumers came to the centre with similar claims of misconduct related to other companies, including high-pressure door-to-door sales tactics.

But they often settled their disputes, agreeing to keep the matter confidential and leaving future claims to be treated in isolation.

"We try and negotiate individual outcomes for all those consumers, which takes time and effort and it's not the most efficient way to resolve the issue," he said.

Mr Brody said consumers mainly relied on laws against unconscionable conduct to take action against businesses, which was difficult to prove: "There shouldn't be such a high bar, particularly where numerous people are suffering significant consequences that are similar. That should be enough to show there has been unfair trading and a regulator could go and take action."

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