Google Guaranteed Is Now Google Verified: What Changed

If you've been reading older guides that tell you to get Google Guaranteed, they're out of date. The badge on Local Services Ads is now called Google Verified, and the part customers liked most, a promise that Google would step in if a job went wrong, has gone. Here's what changed and what it means if you run a local service business.

Google Guaranteed versus Google Verified at a glance

	Old Google Guarantee badge	Google Verified badge now
Where it shows	Local Services Ads profiles	The Local Services Ads profile, and it may appear on other Google surfaces
What it signals	The business was screened, backed by a reimbursement promise	The business has passed Google's screening process
Refund promise for customers	Yes, for eligible jobs	Discontinued
Existing advertisers	Had the old badge	Get Google Verified automatically, no action needed
New advertisers	Applied for the old badge	Earn it after completing all verification requirements

What happened to the refund promise

Google's help page says that as part of the change it's discontinuing the guarantee associated with the Google Guarantee badge. Eligible customers could submit a reimbursement request for services booked through Local Services Ads before December 7, 2025, and requests had to be submitted within 30 days of the initial service completion date. So if a customer asks you about Google's guarantee today, the honest answer is that Google no longer offers it on new bookings.

How the Google Verified badge works

Google describes the badge as a signal that your business has passed its screening process. Provider profiles show the badge along with the specific verification checks they've completed, which gives customers a bit more detail than the old badge did. Google also says the change doesn't affect how Local Services Ads rank.

If you were already advertising and had completed verification, there's nothing to do: Google says eligible existing advertisers automatically earn the new badge and their ads keep running. New advertisers get it once they've completed all of the screening and verification requirements.

Pre-badge ads: getting leads before you're verified

One useful detail on Google's getting started page is pre-badge ads. They let you receive leads from Local Services Ads after you've passed the preliminary checks, while you finish the rest. The listing appears in search results, but Google places it below providers who've completed onboarding. Google lists what you need to go live with pre-badge ads:

1. A licence, or business registration if you're not required to submit a licence.
2. Acknowledgement that you hold all the business licences you need.
3. Reviews, depending on your category.
4. Billing set up and a budget set.

For professional services, Google also asks for headshots, and in the UK it asks for business registration. Pre-badge ads aren't available for garage door services, health care or locksmiths.

Which businesses can get the badge

Local Services Ads only cover certain service categories, and Google asks you to check eligibility for your area before you start. Its list runs from electricians, carpenters and carpet cleaning to dentists, chiropractors and a range of lawyer services. Some categories only apply in certain states, such as architects in California and Florida. Google also notes the Google Verified badge is currently unavailable in the auto, beauty and dining categories, so a salon or restaurant can't get it today.

How Local Services Ads work once you're live

• Your ad appears when people search for the services you offer in the areas you've chosen.
• Customers can call you, send a message or, in many categories, book directly through the ad. Google says booking leads aren't available for health care.
• You pay for leads related to your business and the services you offer, not for clicks.
• Google warns that if you regularly fail to answer calls or reply to messages, your ad ranking may be affected, even when you decline the job.

Local Services Ads work alongside your free Business Profile rather than replacing it, so if you haven't yet, start with my guide on how to claim a business on Google.

Should you mention the badge on your own website?

You can tell customers you're Google Verified if you've earned the badge, but keep the wording accurate. Say what Google says it means: your business has passed Google's screening and verification process. Don't add phrases like guaranteed by Google or backed by Google, because those described the old programme and Google has ended the refund promise behind them. If your website, flyers or van signage still mention Google Guaranteed, put updating them on this week's list.

Reviews shape how local businesses look, and the shareable link is explained in this Google review link walkthrough.

What to tell customers who ask about the guarantee

Customers who remember the old badge sometimes ask whether Google will cover them if a job goes wrong. Be straight with them. Tell them the badge they'll see on your profile is Google Verified, that it means your business has passed Google's screening and verification checks, and that Google no longer offers a refund promise on new bookings. Then tell them what you offer yourself, whether that's a workmanship warranty, a satisfaction policy or simply how you handle complaints. A clear answer from you builds more trust than an out-of-date promise from someone else.

A suspended listing is a related problem, handled in the suspended listing guide.

My verdict

If you're a plumber, electrician, cleaner or another eligible trade, the Google Verified badge is still worth getting because it sits right where customers make their choice. Just stop selling it as a guarantee: that promise has gone, and saying otherwise would be misleading. Update any website copy or sales scripts that mention Google Guaranteed, keep answering every lead, and if you also run search ads, my guide to where small business Google Ads budgets leak is worth a read alongside it.

Frequently asked questions

Does Google Guaranteed still exist?

No. The badge on Local Services Ads is now the Google Verified badge, and Google has discontinued the refund promise associated with the old Google Guarantee badge.

Can customers still claim a refund under the Google Guarantee?

Only for services booked through Local Services Ads before December 7, 2025, and requests had to be submitted within 30 days of the service being completed.

Do I need to reapply for the Google Verified badge?

Not if you were an existing advertiser who completed verification. Google says eligible existing advertisers automatically earn the new badge.

Which businesses can't get the Google Verified badge?

Google says the badge is currently unavailable for the auto, beauty and dining categories.

Does the Google Verified badge change my ad ranking?

Google says Local Services Ads ranking won't be affected by this change.