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Google Guaranteed is now Google Verified: what changed and how to qualify

Google retired the green Google Guaranteed badge in October 2025. Here is what replaced it and what it means for your business.

Updated September 21, 2026 2 min read

For years the green Google Guaranteed checkmark was the trust signal on Local Services Ads. If you are looking for it now, you will not find it. Google has replaced it.

What changed

Google announced in August 2025 that it would simplify its Local Services Ads badges. On October 20, 2025 the three existing badges, Google Guaranteed, Google Screened and License Verified by Google, were replaced by a single Google Verified badge for all advertisers.

One more change came with it. Google said the money-back guarantee tied to the Google Guaranteed badge would be discontinued at the same time. If your website or ads still promise customers a “Google guarantee”, update the wording.

What stayed the same

  • Local Services Ads still appear at the very top of Google for local service searches.
  • You still pay per lead rather than per click.
  • You still have to pass Google’s checks to run them.
  • Your reviews, response time and location still drive how often you are shown.

How verification works

The exact steps depend on your business category and where you operate. Google typically asks for some combination of:

  • Proof that the business is registered and who owns it.
  • Trade or professional licenses, where your work requires them.
  • Proof of insurance.
  • Background checks for some categories.

Google’s Local Services help pages list the current requirements for each category. Check them before you apply, or ask us to check for you.

How to get the most from the badge

  1. Finish your profile. Every service, every area you cover, real photos and accurate hours.
  2. Answer every lead. Missed calls hurt your ranking and waste the lead you paid for.
  3. Ask for reviews. Review count and score are among the things Google says it uses to rank Local Services Ads.
  4. Set job types carefully. Turn off the kinds of work you do not want.
  5. Review your leads. Flag the ones that do not meet Google’s rules for a valid lead.

Do you still need regular Google Ads?

Often, yes. Local Services Ads are limited to certain categories and give you little control over which searches you appear for. We compare the two in Local Services Ads vs Google Ads.

Want help getting verified and managing leads? See our Google Verified and Local Services Ads service.

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