What Is Google Guaranteed? It's Now Google Verified: What Changed for Contractors (2026)

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Summary: Google Guaranteed was the green-checkmark badge on Local Services Ads, earned by passing Google's license, insurance and background screening, and it came with a money-back guarantee for homeowners. In October 2025 Google retired it: Google Guaranteed and Google Screened were replaced by one blue Google Verified badge, and the money-back guarantee ended. The parts contractors care about didn't change. You still qualify through Google's screening rather than buying the badge, you still pay per lead rather than per click, and verified listings still sit above every other search result. Here's what changed and how it works now.

If you've seen "Google Guaranteed" on a competitor's listing, or someone is still selling it to you, here's what happened to that badge and what replaced it.

What changed in October 2025

• One badge instead of several. Google replaced the Google Guaranteed and Google Screened badges with a single blue Google Verified checkmark.
• No more money-back guarantee. Google discontinued the guarantee that came with Google Guaranteed. Homeowners could submit claims for eligible jobs until December 7, 2025.
• Nothing to redo if you were already verified. Advertisers who had completed verification moved to the new badge automatically, and their ads kept running.

What the Google Verified badge is

Google Verified is the verification mark on Local Services Ads, the pay-per-lead unit at the very top of Google for home-service searches. It tells homeowners the business has passed Google's screening. It isn't a review score and it can't be bought: it only comes through Local Services Ads verification.

What it takes to get it

Checks depend on your trade and state, but expect some or all of:

• Business owner identity verification, plus checks on field workers in some trades
• Business registration details that match your Google Business Profile
• License checks against state databases, and confirmation of any county or city licenses
• Proof of insurance, ideally a signed certificate of insurance
• A verified, public Google Business Profile, and in some categories a minimum number of reviews

Verification takes days to a few weeks. Start before busy season, and keep your insurance and licenses current: if they lapse, your ads can stop.

The homeowner's side

Without the money-back guarantee, the badge is a verification signal rather than a promise of a refund. It still does the trust-building: verified listings sit above every other result, with your star rating and review count right beside them. That's why homeowners still tap them first for trust-sensitive work like tree removal, roofing and electrical.

The contractor's side: cost and ranking

• Pricing: you pay per lead (a real call, message or booking), not per click — with prices that vary by trade and metro; across the accounts we run, leads have averaged $63.
• Ranking: Google weighs your bid, how likely you are to get the lead (responsiveness counts, and missed calls hurt) and your profile quality: rating, number of reviews, response time, photos and completed verification checks.
• Bad leads: Google doesn't charge for leads it judges invalid, credits some low-quality leads automatically, and lets you use "Rate this lead" for the rest. Credits land within 30 days.

What it's worth

Badge-backed LSA leads are exclusive, and their price varies by trade and market, so compare their cost per booked job with your Search ads. For most residential contractors it's still the strongest first paid channel, and we run it alongside Search ads as part of a full Google Ads setup.

The catches

There's no guarantee to lean on any more, so don't promise homeowners one. Junk leads still happen and need rating. Commercial-only businesses should check that their job types are eligible in their account; Local Services Ads coverage varies by trade and area. And the badge depends on current paperwork.

FAQ

Does Google Guaranteed still exist?

No. In October 2025 Google replaced it, along with Google Screened, with the Google Verified badge.

Is there still a money-back guarantee?

No. Google ended it with the switch, and claims for eligible jobs closed on December 7, 2025.

I had Google Guaranteed. Do I need to reapply?

No. Advertisers who had already completed verification moved to Google Verified automatically.

Is Google Verified free?

The badge isn't sold. It comes with Local Services Ads verification, and you pay per lead once you're running.

How long does verification take?

Days to a few weeks, depending on your trade and state.

Is it worth it for contractors?

For most residential trades, yes — exclusive pay-per-lead calls at the top of the page. Judge it on cost per booked job.

Opus Group runs Google Ads, Local Services Ads and high-converting landing pages for local service businesses. See how it works.

Opus Group is a marketing agency for HVAC, plumbing, roofing, electrical, landscaping, tree service and pest control companies.

Theo Prada is the founder of Opus Group, a US agency that markets exclusively for home-service contractors.