The Google Verified Badge is the new trust signal for Local Services Ads. Google retired the old Screened and Guaranteed badges and replaced them with a single badge.
This update affects every advertiser running LSAs and changes how consumers understand trust and legitimacy when choosing a provider.
The badge is meant to make things simpler. Many searchers (and businesses) were confused by the old labels and did not understand the difference between Screened and Guaranteed.
The businesses that stay up-to-date on updates like these will have stronger visibility and fewer interruptions as Google rolls it out. Here’s everything you need to know!
Contents
What Is the Google Verified Badge?
The Google Verified Badge is a checkmark icon that appears next to your business name in Local Services Ads as a trust signal consumers, and as proof that your business has completed Google’s verification steps.
Many business owners mix up LSAs with regular Google Ads or their Google Business Profile. These platforms work differently. Here’s a breakdown:
- Local Services Ads (LSAs) appear at the very top of search results with the business name, reviews, and a call button. LSAs charge per lead, not per click. LSAs require passing Google’s verification checks before a listing can appear.
- Google Ads (Search Ads) show as text ads below LSAs. These do not require documents or licenses. You pay when someone clicks the ad. Verification is not required to run these.
- Google Business Profile listings show in the map and local pack section. Verification here only confirms your business location. It does not include background checks, license checks, or insurance verification.
The Google Verified Badge applies only to LSAs because LSAs promote service providers who work directly with people, their homes, or their property.
The badge appears in:
- Your LSA card in the search results
- Your complete LSA profile when a user clicks in
- Any additional placements Google tests for LSAs
The badge helps consumers understand at a glance that your business passed screening requirements before being shown in the top section of search results.
Why Did Google Replace Screened and Guaranteed Badges?
Google removed the old badges because too many consumers did not understand the difference between them.
Screened and Guaranteed had different requirements, offered different protections, and many consumers confused them (or assumed one was a higher level of trust, which was not the case).
The new Google Verified Badge solves several problems:
- It creates one clear standard across all LSA categories
- It reduces confusion about what each badge means
- It makes verification easier for new businesses
- It creates a consistent experience across states
- It removes old rules tied to the money-back guarantee
- It sets the stage for expanding LSAs into more categories
Google’s goal is to create a simple and transparent system that encourages trust and removes guesswork.
A single badge helps consumers make faster choices and gives businesses a fair and predictable verification process.
How Does This Update Impact Businesses and Searchers?
Don’t panic! If your business already appears in LSAs, the old badge on your account will automatically be replaced with the Google Verified Badge.
Most businesses will not need to complete verification again unless details are outdated, expired, or mismatched.
This update affects your business in several ways:
- Verification reviews may become stricter since the badge now applies across all categories
- Document mismatches may trigger re-verification
- You must maintain up-to-date licenses and insurance
- Your LSA profile must match your legal documents
- You may see updated prompts or alerts in your dashboard
- Your listing will not show until verification is complete
Because LSAs appear above standard ads and organic listings, verification is non-negotiable. Without it, your business cannot appear in LSAs at all.
Businesses may also see changes in how consumers interact with their listings. When the badge is clear and easy to understand, people tend to contact verified providers more often.
How the Searchers Are Affected
Consumers see the biggest change. Instead of trying to interpret different badges, they now see one simple trust signal.
This helps users understand at a glance that Google checked the business and confirmed it meets the basic requirements for its service category.
This is especially helpful in industries where safety and reliability matter. A homeowner hiring an electrician or pest control company wants to know that the business is legitimate, insured, and properly licensed.
In simplifying the system, Google removed some of the guesswork, and many consumers prefer simple verification signals. Studies show that people are more likely to contact a provider when they clearly understand what a trust signal means.
Who Is Eligible for the Google Verified Badge?
The Google Verified Badge is only available to businesses eligible for Local Services Ads.
The badge applies most for industries where consumers expect stronger trust signals, or where licensing or background checks are common.
Eligibility depends on:
- Your industry
- Your state’s licensing requirements
- Google’s verification rules
- Whether LSAs are offered in your location
Industries Likely Included in LSAs
| Industry | License Often Required | Eligible for Verified Badge |
| Plumbing | Yes | Yes |
| Electrical | Yes | Yes |
| Roofing | Yes | Yes |
| HVAC | Yes | Yes |
| Pest Control | Yes | Yes |
| Garage Door Services | Varies by state | Yes |
| Home Inspection | Yes | Yes |
| House Cleaning | No | Yes |
| Lawn Care | No | Yes |
| Moving Services | No | Yes |
| Painting | Often no | Yes |
| Appliance Repair | No | Yes |
| Locksmith Services | Often yes | Yes |
| Water Damage Services | Often yes | Yes |
If your category is supported in LSAs, you can earn the Google Verified Badge once your documents and business information meet Google’s standards.
What Does Google Check During the Verification Process?
Google requires documentation that shows your business is legally allowed to operate and is accurately represented in your LSA profile.
The goal is to protect consumers from unlicensed or unsafe providers.
Verification may include checking:
- Owner identity
- Background checks
- Business registration
- Trade licenses
- Liability insurance
- Business name and address
- Phone number and service area
- Whether your services match your stated category
Many delays happen when the information does not match.
For example, your license may show a different business name than your insurance certificate, or your LSA profile may use a shortened business name not listed anywhere in your legal documents.
Common Verification Problems and Fixes
| Issue | Why It Causes a Delay | Solution |
| Name mismatch | Google cannot confirm identity | Renew and upload the updated license |
| Expired license | Fails eligibility | Request a corrected certificate |
| Incorrect insurance info | Address or name mismatch | Update categories in the LSA dashboard |
| Wrong business category | Google cannot verify services | Update categories in LSA dashboard |
| Owner documents mismatched | Identity verification fails | Use legal owner information |
Fixing these issues early helps prevent your listing from being paused or rejected.
How Does the Google Verified Badge Affect LSA Rankings?
The badge does not guarantee top placement. It simply verifies that your business is allowed to appear in LSAs.
Ranking depends on how well your business performs based on the signals Google tracks.
Key ranking factors include:
- Review count
- Review rating
- Speed of response to leads
- Customer satisfaction score
- Accuracy of your business information
- Location compared to the searcher
- Business hours
- Budget availability
- Number of booked jobs
- How often you decline leads
- Service areas and categories
- Complete and accurate profile content
Google rewards businesses that maintain accurate information, respond quickly, and build strong reviews. The badge gets you in the door, but your ranking depends on ongoing performance.
Additional Benefits of the Verified Badge
The new Google Verified Badge creates a clear and predictable system that helps both sides of the platform.
Businesses benefit from a simpler verification process, and consumers benefit from a clearer understanding of who they can trust.
The badge helps by:
- Making trust easier to understand. People can see at a glance that Google checked the business and confirmed it operates legally in its category.
- Creating the same standard for every LSA category. Instead of different rules for different industries, everyone follows one system.
- Reducing confusion during the hiring process. Consumers no longer need to compare multiple badge types. They only look for one.
- Speeding up verification for new advertisers. With fewer badge types to manage, Google can process new businesses more efficiently.
- Improving the overall search experience. Listings look cleaner and feel more consistent across categories, which helps build trust.
- Supporting long-term platform improvements. With one badge in place, Google can add new industries, update rules, and adjust verification requirements without creating more confusion.
Overall, the new badge gives LSAs a more stable and easier-to-understand foundation. This helps businesses prepare for future updates and helps consumers feel safer choosing a provider.
How to Prepare Your LSA Profile for the Verified Badge
A strong profile is the best way to stay verified and maintain steady visibility as Google rolls out the new badge.
The more accurate and complete your information is, the easier it is for Google to confirm your business and keep your listing active.
What to Update in Your Profile
Start by reviewing your core business information. The details in your LSA profile should match your legal documents exactly. This includes:
- Business name
- Address
- Phone number
- License information
- Insurance details
Next, make sure the rest of your profile reflects how your business operates today:
- Choose service areas you actually serve
- Select categories that match the work you provide
- Keep business hours accurate
- Add updated photos that show your staff or work
- Confirm your About section is short and clear
- Respond quickly to new leads in the dashboard
- Mark completed jobs as booked
- Keep a steady flow of new reviews each month
These updates help Google verify your information and also improve your chances of ranking higher once your badge is approved.
LSA Readiness Checklist
| Category | What to Confirm | Why It Matters |
| Business Information | Name, address, phone | Must match your legal documents for verification |
| Licensing | Active and accurate | Required for many LSA categories |
| Insurance | Current certificate | Google requires valid liability coverage |
| Reviews | Frequent, recent activity | A major ranking signal and trust factor |
| Response Time | Fast lead replies | Google prioritizes businesses that respond quickly |
| Profile Details | Categories, photos, service areas | Helps attract the right leads and improve conversions |
A clean, consistent profile reduces delays during verification and helps your listing stay visible as Google transitions fully to the new badge system.
Common Misconceptions About the Badge
- The badge appears on all Google Ads.
It does not. The badge is only used in Local Services Ads. Standard Google Ads do not display the badge. - The badge replaces Google Business Profile verification.
It does not. Google Business Profile has its own verification process and shows in the map section, not in LSAs. - The badge guarantees top ranking.
It does not. Ranking depends on performance signals like reviews, response time, and customer satisfaction. - The badge includes a money-back guarantee.
It does not. The former Guaranteed refund model is no longer part of the system.
Other Related Questions
What if my business already had Google Guaranteed or Google Screened before?
Your business does not lose verification. Google carries over most of your past documents and simply updates your listing to show the new badge. You may still be asked to refresh documents if something has expired or no longer matches your current business information.
How do LSAs differ from regular Google Ads?
LSAs charge per lead, require verification, and show at the top of search results. Regular Google Ads charge per click and do not require licenses or insurance.
How can I improve my LSA ranking?
Focus on reviews, fast responses, accurate service areas, and steady profile activity.
How do LSAs and Google Business Profiles work together?
Google compares information across both platforms. Consistency improves trust and helps avoid verification problems.
Why Work With Experts for LSA Management?
Local Services Ads involve strict rules, document checks, category requirements, review expectations, and platform changes.
Managing this process takes ongoing attention. Many businesses struggle to keep up with verification updates, ranking signals, and lead quality issues.
Professional support helps with:
- Correcting document mismatches
- Managing licenses and insurance
- Improving response time
- Strengthening review flow
- Monitoring ranking shifts
- Fixing rejected listings
- Updating categories and service types
- Tracking lead performance and customer satisfaction
With expert oversight, businesses reduce downtime, avoid verification problems, and stay competitive as Google continues updating LSAs.
Conclusion
The Google Verified Badge creates a simpler and clearer trust system for Local Services Ads. For businesses, it makes expectations easier to understand. For consumers, it makes choosing a provider faster and safer.
Preparing your profile, keeping your documents accurate, and maintaining strong performance signals will help your business stay visible under the new system.
If you want help improving your LSA performance or getting your verification in order, book a quick chat with WolfPack Advising to see what support looks like.
