Google is once again changing the way businesses build trust online. With its new Google Verified badge, the company is simplifying how credibility is shown across all Local Services Ads. If you run paid ads for your business or manage campaigns for clients, this update is worth understanding, especially as it replaces the well-known “Google Guaranteed” system.
A Single Badge for Everyone
Previously, Google used multiple badges like Google Guarantee and Google Screened to indicate verified advertisers. Now, those distinctions are merging into one unified badge, the Google Verified badge.
For advertisers, this means less confusion and more consistency. The badge serves as a universal signal that a business has passed Google’s screening and verification process, confirming legitimacy and trustworthiness in the eyes of consumers.
No Action Needed for Existing Advertisers
If you already advertise through Google’s Local Services Ads and have completed verification, there’s nothing you need to do. Google will automatically upgrade your account to display the new Verified badge. Your ads will continue running normally, and your verified status remains intact.
For new advertisers, however, there’s still a process to complete. They’ll need to go through Google’s Local Services screening and verification requirements, which involve background checks, insurance validation, and license verification (depending on the business type and region). Once those steps are done successfully, the Verified badge will appear on their profile.
Where the Badge Appears
The Google Verified badge will show up prominently on your Local Services Ads profile. But Google has also hinted that it may appear on other platforms or ad formats where it adds consumer value. In simpler terms, your verified status could become more visible across different parts of the Google ecosystem, helping you stand out from competitors.
For consumers, this adds another layer of reassurance, they’ll instantly recognize that your business has been vetted by Google. It’s similar to having a digital trust seal that can improve click-through rates and lead conversion.
No Impact on Ad Ranking
It’s important to note that this change doesn’t affect how ads are ranked in Local Services results. Your placement still depends on factors like proximity, reviews, response rate, and overall relevance. The badge is purely a trust and transparency feature, not a ranking signal.
So, while earning the badge is valuable for credibility, you’ll still want to focus on maintaining great reviews, quick response times, and accurate business information to stay competitive in ad rankings.
What’s Changing with the Google Guarantee
One major change tied to this update is the retirement of the Google money-back guarantee previously offered under the Google Guarantee badge. Until now, Google would reimburse customers (up to a limit) if they weren’t satisfied with a verified business’s service.
With the new system, that guarantee will officially end on October 20, 2025. Customers can still request reimbursements for services booked before that date, as long as the claim is submitted within 30 days of service completion.
While this change might sound like a downgrade at first glance, Google’s focus seems to be shifting toward verification-based trust rather than financial guarantees.
Why This Matters for Businesses
For businesses, this update represents an opportunity to strengthen credibility in a cleaner, more unified way. It aligns with Google’s long-term trend of emphasizing verified, transparent advertisers while reducing clutter in how ads are displayed.
If you’re already running Local Services Ads, you’re ahead of the curve, you’ll receive the badge automatically. But if you’re just getting started with Local Services or haven’t completed the verification process yet, now is the perfect time to do it. The badge can boost customer confidence, improve engagement, and help you build a more trustworthy online presence.
