What replaced Google Guaranteed and Google Screened?
The Google Verified badge. Google says it is "simplifying our advertiser badging by launching a single badge for all advertisers." Local Services Ads used to carry the Google Guaranteed and Google Screened badges. Google's help page that was titled "About Google Screened" now explains the Google Verified badge instead.
What did the change mean for existing advertisers?
Nothing they had to do. Google says "all eligible existing advertisers who've completed verification requirements will automatically earn the new Google Verified badge," and their ads keep running. New advertisers get the badge once they've met all of Google's verification requirements.
What happened to the Google Money Back Guarantee?
Google discontinued it. The Google Guarantee badge came with a Money Back Guarantee for customers who booked through Local Services Ads. As part of the switch to Google Verified, Google says it is "discontinuing the Money Back Guarantee associated with the Google Guarantee badge."
Customers had to submit reimbursement requests for services booked through Local Services Ads before December 7, 2025, and within 30 days of the initial service completion date.
What does a business need to show the Google Verified badge?
It needs to pass the Local Services Ads screening and verification process. Google says the process "varies by business category and location and may include background, business registration, insurance, and license checks, and minimum review requirements."
Google also notes:
- Risk-based review: some U.S. advertisers are evaluated using signals from Google and its partners. A business may qualify for accelerated verification and get the badge quickly, then has 14 days to complete additional steps to keep its ads running.
- Ongoing checks: advertisers are regularly re-evaluated, and failing to complete a requested review "may result in the loss of their badge, a pause on their ads, or account suspension."
- Business Profile match: a business with a matching Google Business Profile has to verify that it owns or manages that profile, and the person completing the checks must be a profile owner or manager. See how Business Profile verification works.
- Not every category: Google says the badge is currently unavailable for the auto, beauty, and dining categories.
Can a business run Local Services Ads before it has the badge?
Yes, with pre-badge ads. Google lets businesses receive leads after they pass the preliminary checks while they finish the remaining onboarding requirements. The requirements to go live with pre-badge ads include a license or business registration, reviews subject to category requirements, and billing setup.
Pre-badge listings rank lower. Google says it places them "below providers who've completed all onboarding requirements and obtained the Google Badge."
Does the badge carry over when Local Services Ads move into Google Ads?
Yes. Google is moving Local Services Ads into Google Ads as Performance Max campaigns with pay-per-lead goals. Google says that if a business has already completed verification, "your verified status and your Google Verified badge will transfer to Google Ads automatically," and that insurance and license reverification are no longer required. See what is Performance Max.
Does the badge affect where an ad ranks?
Google says ranking "won't be affected by this change" from the old badges to Google Verified. Verification still plays a part: the checks a business has completed are one of the profile quality factors Google lists for Local Services Ads ranking, alongside rating, number of reviews, response time, and images. See how Local Services Ads work.