Google Guaranteed is now Google Verified: what contractors need to know

What changed, and when

For years, Local Services Ads showed different badges depending on the category: Google Guaranteed for home services, Google Screened for professional services, and License Verified by Google for some licensed trades. On October 20, 2025, Google folded all three into one Google Verified badge. Homeowners can tap or hover over the badge to see which checks the business passed.

What happened to the money-back guarantee

The Google Guarantee used to let a customer ask Google for a refund if they weren't happy with work booked through a Local Services Ad. That program ended with the switch. For contractors, the practical effect is small: the guarantee was rarely why a homeowner picked a company. Reviews, rating and whether you answer the phone matter far more.

What the Google Verified badge checks

The checks depend on your category and state. For home service businesses in the US they can include:

• Business registration and that the business is who it says it is.
• Trade licenses where your state or city requires them, for example plumbing, HVAC or electrical.
• Insurance, usually general liability, with a certificate that shows your business name.
• Background checks on the owner and, in many categories, on technicians who go into homes.

Do you need to do anything?

1. Open your Local Services Ads account and check that the Google Verified badge shows on your profile.
2. If Google asks you to re-verify, upload current license and insurance documents right away. Ads can pause until verification is complete.
3. Remove "Google Guaranteed" from your website, trucks, quotes and marketing. It now refers to a program that no longer exists.
4. Update any copy that promised the Google money-back guarantee. Offer your own workmanship guarantee instead, if you have one.

How to get Google Verified

There is no separate application for the badge. You earn it by signing up for Local Services Ads and passing verification for your category. Sign in at ads.google.com/local-services-ads with the account that owns your Google Business Profile, pick your category and service area, upload your documents and complete the background checks. Our Local Services Ads guide covers setup, costs and ranking in detail.

Does the badge help you rank?

The badge is what lets you appear in Local Services Ads at all. Once you're in, every competitor next to you has the same badge, so it doesn't set you apart. What moves you up is the stuff homeowners can see and Google can measure: your review score and count, how close you are, your hours, and how reliably you answer. A shop that picks up every call in two rings, day and night, has a real advantage over one that sends LSA calls to voicemail.

Fullweek handles Local Services Ads verification, budgets and lead disputes on the Growth plan, and answers every call with an AI answering service that books the job. Get a free city audit to see how your profile and ads compare with the top three in your area.