Google Guaranteed, as a separate badge with a money back promise, is no longer how Local Services Ads work. Google says it is launching a single badge for all advertisers, now called Google Verified, and it is discontinuing the Money Back Guarantee tied to the Google Guarantee badge. Customers could request reimbursement only for services booked before December 7, 2025.
What Google says changed
Google's help page on the Google Verified badge says the company is "simplifying our advertiser badging by launching a single badge for all advertisers." That page doesn't name the older badges, so this guide only reports what it states.
| Question | What Google's page says |
|---|---|
| Do current advertisers need to act? | No. Eligible advertisers who have completed verification receive the badge automatically, and their ads keep running. |
| What about new advertisers? | They complete Local Services screening and verification. The badge is issued once they meet all requirements. |
| Does ranking change? | Google says Local Services Ads ranking won't be affected by this change. |
| What happened to the Money Back Guarantee? | It is being discontinued. |
| Can customers still claim? | Only for services booked through Local Services Ads before December 7, 2025, and the request must be made within 30 days of the service completion date. |
What this means for a contractor
The badge still tells a homeowner that Google screened the business, so it still helps. What's gone is the promise that Google would reimburse a customer if the job went wrong. If you advertise "Google Guaranteed" on your truck, website or flyers, update it. Advertising a guarantee that has ended can mislead customers.
The ad itself works as before. You still pay per lead, and your listing shows your rating, review count and badge. For how that works, see what are Local Services Ads, including what counts as a lead and how to dispute bad ones.
What to ask anyone selling you "Google Guaranteed"
- Which program exactly: Local Services Ads, or a paid listing service?
- What do I pay per lead, and who sets the price?
- Are you charging a fee on top of what Google charges per lead?
- Will the account be in my own name, with my own login?
Google runs Local Services Ads and its screening directly. You can sign up yourself, and no outside company can promise you the badge. Before you pay anyone, compare the cost with what you spend on other sources. The lead cost calculator shows cost per booked job side by side.
Is the Google Verified badge worth getting?
It depends on whether Local Services Ads make sense for your trade and city. They suit businesses that need calls this month and answer the phone. They don't replace a strong Business Profile and website, which keep bringing calls without a per-lead fee. Our comparison of SEO, Google Ads and Local Services Ads helps you decide.
Common questions
Is Google Guaranteed still available?
Not as a separate badge with a money back promise. Google says it is launching a single badge for all advertisers, called Google Verified, and discontinuing the Money Back Guarantee tied to the Google Guarantee badge.
What is the Google Verified badge?
It's the badge Google shows on Local Services Ads profiles to signal that a business completed Google's screening and verification. Eligible advertisers get it automatically.
Can customers still claim the Google Guarantee?
Only for services booked through Local Services Ads before December 7, 2025. Google says requests must be made within 30 days of the service completion date.
Does the Google Verified badge change my Local Services Ads ranking?
Google says Local Services Ads ranking won't be affected by this change.
Do I need to do anything if I already have the badge?
No. Google says existing advertisers who completed verification receive the Google Verified badge automatically and their ads keep running.
Should I still say I'm Google Guaranteed?
No. The Money Back Guarantee is being discontinued, so describe your listing as Google Verified instead, and only if it shows that badge.
Sources
- Google Local Services Help, About Google Verified badge (checked November 2, 2026)
- Google Local Services Help, Getting started with Local Services Ads (checked November 2, 2026)
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