Google Verified Badge: What Replaced Google Guaranteed on Local Services Ads

What changed

Starting in October 2025, Google consolidated its Local Services Ads badges, Google Guaranteed, Google Screened, and License Verified by Google, into one badge: Google Verified. Search Engine Journal covered the announcement.

The biggest practical change: the Google Guarantee money-back program ended. Reports say customers could only claim for jobs booked through LSA before December 7, 2025. Google has said the change doesn’t affect LSA ranking.

What it takes to get the badge

The badge shows that a business completed Google’s verification checks for its category and location. Depending on your trade and area, those can include background checks, license verification, and insurance. Businesses that already completed verification received the badge automatically; new advertisers get it once verification is complete.

Keep your documents current. Expired licenses or insurance can cost you the badge and your eligibility to run LSA.

What contractors should update

• Your marketing. Remove “Google Guaranteed” or “Google Screened” claims from your website, trucks, and ads, and don’t promise customers Google’s money-back guarantee.
• Your verification documents. Set reminders before licenses and insurance expire.
• What actually ranks you. The badge gets you in. Responsiveness, reviews, proximity, and hours decide where you show. Here’s how ranking works.

Frequently asked questions