What happened to Google Guaranteed, and what the Google Verified badge means

If you search for Google Guaranteed today, you'll find a lot of articles describing a badge that no longer exists. In August 2025 Google announced that it would replace the Google Guaranteed badge, along with Google Screened and License Verified by Google, with a single badge called Google Verified. The change rolled out to Local Services Ads starting in October 2025. This post explains what changed, what the new badge means, and what contractors need to do.

What Google Guaranteed was

Google Guaranteed was the green badge on Local Services Ads for home service trades such as plumbers, electricians, HVAC companies and house cleaners. A business earned it by passing Google's screening, and it came with a money back guarantee for the customer. If someone booked a business through the ad and wasn't satisfied with the work, they could ask Google for a reimbursement. Professional services such as lawyers and financial planners had a similar badge called Google Screened, which didn't include the guarantee.

What changed

• All Local Services Ads badges were combined into one badge called Google Verified.
• Google discontinued the money back guarantee. It accepted reimbursement requests for services booked before December 7, 2025, filed within 30 days of the job being completed.
• Google says the change doesn't affect how Local Services Ads are ranked.
• In July 2026 Google renamed its Local Services platform policies to Local Services Ads requirements. The rules themselves stayed largely the same.

What the Google Verified badge means

The badge tells customers that the business passed Google's screening and verification process. What that involves depends on the trade and the state. It includes a license check, or a business registration check where a license isn't required, and it can include other checks such as insurance, background checks and reviews. Google says the badge isn't currently available in the auto, beauty and dining categories.

Do contractors need to do anything?

If you already had the Google Guaranteed badge, Google says no action is required. Businesses that met the verification requirements received the Google Verified badge automatically.

If you're starting Local Services Ads now, you complete the screening to get the badge. Google lets you run pre-badge ads while the remaining checks finish, but those listings appear below businesses that have finished the process. Pre-badge ads aren't available for garage door services, locksmiths or health care.

Update your own materials

If your website, truck lettering, flyers or estimates still mention Google Guaranteed, or tell customers that Google will refund them, it's worth updating them. The guarantee has ended, and a customer who tries to use it won't be able to. You can replace it with Google Verified, or with your own warranty terms if you offer them.

More on Local Services Ads

For how the ads are priced, how leads are credited and what decides where you rank, read our guide to Google Local Services Ads for contractors. SiteHike sets up and manages Local Services Ads for clients on the Booked plan, including the screening submission. The details are on our Google Ads and Local Services Ads page.