Google Guaranteed is now Google Verified: how to get it

What changed

Google now uses one badge for all Local Services advertisers who pass its screening. Advertisers who had already completed verification got the new badge automatically, and Google says the change doesn’t affect how Local Services Ads rank.

The badge shows on your Local Services Ads profile, and Google says it may also appear in other places where it helps customers. Verified profiles also list the specific checks the business passed.

The Money Back Guarantee that came with the Google Guaranteed badge has ended: customers could request reimbursement for services booked through Local Services Ads before December 7, 2025, within 30 days of the service. Don’t promise customers a Google guarantee today.

Who can get it

Local Services Ads are open only to certain categories. In the US the list includes many trades, such as electricians, handyman services, plumbers and HVAC companies, plus professional services. The Google Verified badge is currently unavailable for auto, beauty and dining businesses.

You can start running ads before you earn the badge, but Google shows them below providers who have it.

The checks you’ll go through

Google’s screening depends on your category. For most home service businesses in the US it includes:

• Business registration checks
• State license checks, where local law requires a license
• Proof of insurance: general liability, and professional liability for many categories
• Background checks, which can cover the business, the owner and, in urgent trades such as electrical, HVAC, locksmith and plumbing, your technicians

Lawyers, planners and agents: checks for each professional

Professional services are screened differently. Google checks the state bar license of each lawyer in a firm, and the license of each financial planner, tax specialist or real estate agent, along with background checks and, for several categories, professional liability insurance.

What you need, and how long it takes

Google says screening takes 3–4 weeks on average after you submit your documents. Before the badge, you also need billing set up, a budget, a license or business registration and, in some categories, reviews; professional services also add headshots. Keep licenses and insurance current, and update them in your account when they renew.

What it costs, and whether it pays

The badge isn’t sold on its own: Google gives it to Local Services advertisers who pass screening, and with those ads you pay for leads related to your business. Whether that pays depends on how many leads become booked jobs. Answer calls fast during ad hours, track the cost of each booked job for a month or two, and keep the ads only if the number works.

Start with a budget you can afford to test for a month, and compare the cost per booked job with your other sources, such as referrals and your free Business Profile.

Is it a good fit for your business?

Local Services Ads work best when you can answer the phone during the hours your ads run and take on new jobs quickly. You pay for leads, not for booked jobs, so a missed call is money spent for nothing. If your calendar is already full for weeks, or nobody can answer during the day, fix that first and turn the ads on later.

If Local Services Ads aren’t for you

You can build trust without ads: a complete Google Business Profile, a steady stream of honest reviews and a website that shows your license, insurance and real work. These build trust in the free results too, not only next to ads. Our guides to setting up your profile and getting more reviews cover both.

A line for your website once you have the badge

For a hypothetical plumbing company that passed Google’s screening. Name only the checks Google did for your category.