Short answer
The Google Guaranteed badge that contractors know from Local Services Ads has been replaced by a single Google Verified badge, and the Money Back Guarantee tied to the old badge is being discontinued, per Google's help pages. You earn the badge by passing Google's screening and verification, which varies by trade and location, and you keep it by staying compliant.
If you are trying to become Google Guaranteed, you will find a lot of advice that still uses the old name. This article uses Google's own Local Services Ads help pages, mainly "About Google Verified badge" and "Understand the screening and verification process", to explain what the badge is now, what you generally need to get it, and how to avoid losing it. Requirements vary by country, category and state or province, so check the current rules for your area. For the bigger picture, read our Local Services Ads guide.
What happened to Google Guaranteed
Google's "About Google Verified badge" page says Google is simplifying its advertiser badging by launching a single badge for all advertisers. On the points that matter to you:
- Existing advertisers who completed verification automatically receive the new badge, and their ads keep running. No action is needed.
- New advertisers must pass Local Services screening and verification before the badge is issued.
- Ranking is not affected by the change, according to the page.
- The Money Back Guarantee associated with the Google Guarantee badge is being discontinued. The page says eligible consumers can still request reimbursement for services booked through Local Services Ads before December 7, 2025, and must submit within 30 days of the service completion date.
Google's "Getting started with Local Services Ads" page also says the badge is not available for some categories, including auto, beauty and dining. The page for the United States describes the badge as indicating that your business passed Google's screening process.
What the badge means and what it does not
It means Google has checked certain things about your business. Google's page "How providers qualify for Local Services Ads" says verified profiles list the relevant verifications and that profiles which passed screening for their category display a note saying so. It does not mean Google endorses the quality of each job, and the older money back promise to consumers is going away. Do not copy old "guaranteed" wording into your own website, truck wraps or ads. Describe it accurately: "Google Verified on Local Services Ads", and nothing more.
Also keep in mind that the badge is not a ranking shortcut. Google's "About ad rankings" page lists completed verification checks as one input to profile quality, alongside rating, number of reviews, response time and photos, with bid and responsiveness as other factors.
The verification steps, in general terms
Google's "Understand the screening and verification process" page says requirements vary by business category and location and may include background checks, business registration checks, insurance checks, license checks and minimum review requirements. Here is how the steps are described.
| Step | What Google says | What to prepare |
|---|---|---|
| Google Business Profile | Your profile must be matched to your Local Services ad and you must prove you own or manage it, based on industry and location. The dashboard may take up to 24 hours to mark it complete. | Owner or manager access to a verified profile |
| Business registration | In the US it is verified with a D-U-N-S number from Dun & Bradstreet, with a Secretary of State registration, IRS EIN or Department of Revenue registration as alternatives. In Canada, proof varies by country and may be documents, numbers or attestation. | Legal business name and address that match your profile |
| Background checks | For select categories in the US and Canada. They cover the business, all owners and the service professionals who do core services, and they are free to the business. Credit checks are not part of it. | A list of owners and technicians, ready to consent |
| Insurance | Where required, a certificate of insurance valid for at least 14 days after submission, showing a policy number, signed and non-editable, with the insured name matching your advertised name or a DBA document. | A current certificate that meets the minimum for your category and place |
| Licenses | Google verifies state, provincial or national licenses where possible and checks them against government databases. You must also hold applicable county, city or provincial licenses. | License numbers and expiry dates for the business and each person who needs one |
Google's "Business screening and verification requirements" page for the United States also says electricians, HVAC and plumbers face added screening, including service professional background checks, and that locksmiths and garage door providers also go through Advanced Verification. It says the process typically takes 3 to 4 weeks after documents are submitted. Some US advertisers can qualify for accelerated verification and earn the badge quickly, but then have 14 days to finish additional steps to keep ads running.
A one-day preparation list
Most delays come from mismatched names and missing documents. Before you start:
- Make sure your legal business name, address and phone match across your registration, insurance certificate and Google Business Profile. Google warns that names must match exactly across documents.
- Get a certificate of insurance that is signed, non-editable and has more than 14 days left to run.
- List every owner and every technician who will do core work, with the license each needs.
- Confirm who at your business is an owner or manager on the Business Profile. The person completing the checks must be one.
- Check that your D-U-N-S number or alternative registration shows the same name and address as your profile. Google says applying for a D-U-N-S number can take up to 30 days, so start that first if you need one.
- Decide which technician will manage the Local Services leads and replies, so the first customer gets an answer.
Upload license and insurance documents under Business Verification, as described in Google's "Uploading license or insurance documents" page.
If a check fails
Per Google's verification page, background check results stay confidential between the business and the check partner, who handles questions and appeals, and you can dispute errors with the partner. After a final disqualification there is a 30-day wait to reapply, and after a second denial a 180-day wait. For other documents, fix the mismatch and resubmit. Do not submit false or altered documents. Google's "Local Services Ads requirements" page lists submitting false verification information as prohibited and says serious or repeated violations can lead to account suspension.
Google also describes pre-badge ads: in some categories you can receive leads after passing preliminary checks while you finish onboarding, but they appear below providers who have completed onboarding and earned the badge. The page says pre-badge ads are not available for garage door services, health care verticals or locksmiths. Check whether your category allows them before you plan around it.
How to keep the badge
- Keep documents current. Google says advertisers are re-evaluated regularly, a change in risk level can trigger a follow-up review, and failing to complete a requested review may cause loss of the badge, a pause on ads or suspension. Put your insurance and license expiry dates in your calendar.
- Keep your listing honest. The "Local Services Ads requirements" page prohibits misrepresenting licenses, insurance, qualifications, service areas or prices, and says trip fees and diagnostic charges must be disclosed.
- Handle complaints properly. The same page says you must complete promised work and address customer complaints. Google's qualify page adds that serious or repeated negative reviews can lower rank or stop ads from showing.
- Watch your alerts. Google's "About Local Services Ads account suspensions" page says you receive an in-account notice and an email, and the Policy Manager shows account status.
- Plan for the move to Google Ads. Google's transition page says verified status and the badge carry over and that the migration does not require reverifying insurance and licenses.
Mistakes to avoid
- Advertising "Google Guaranteed" or a money-back promise to customers as if it still exists.
- Submitting a certificate in a different business name than the one you advertise.
- Letting an agency submit documents without you seeing what they said about your business.
- Paying anyone who promises to "guarantee" approval. Only Google decides.
- Skipping reviews. They feed your ranking, and some categories need a minimum before the listing is complete. Here is how to ask for them within Google's rules.
Where LiveLeadsLane fits
LiveLeadsLane can help organize the documents, check that names match and set up the account once you are verified, as part of Local Services Ads management. We cannot speed up Google's review or promise approval. If you would rather do it yourself, Google's help pages are clear and free. To talk it over, book a call.
