Google replaced the Google Guaranteed badge with Google Verified in October 2025. Here's what changed, what stayed the same, and what to update.
What changed
On October 20, 2025, Google replaced the separate Local Services Ads badges — Google Guaranteed, Google Screened and License Verified by Google — with a single Google Verified badge. At the same time, Google discontinued the money-back guarantee that had been associated with the Google Guaranteed badge.
If your business had already completed verification, Google said eligible advertisers would move to the new badge automatically. New advertisers earn it by completing the screening and verification steps required for their category and location.
What stayed the same
Local Services Ads still work largely as before: they appear for eligible local searches, are generally charged per lead rather than per click, and depend on verification, reviews and responsiveness.
The verification work — checks such as licensing, insurance and background screening where required — still matters. It's simply presented under one badge instead of several.
What you should update
Search your website, ads, email signatures, vehicle wraps and sales materials for phrases like "Google Guaranteed" or references to a money-back guarantee, and update them so they're accurate.
- Replace outdated badge names with accurate wording.
- Remove any promise of a Google refund or guarantee.
- Keep your license and insurance documents current so your verification doesn't lapse.
Is it still worth it?
For businesses in supported categories, Local Services Ads can still be a valuable channel — but results vary by market, competition, budget and how quickly you answer leads. No one can guarantee approval or lead volume, because Google makes those decisions.
If you're unsure whether your category is supported or how to prepare, our Local Services Ads service starts with an eligibility review.