Google Guaranteed, Google Screened and Google Verified, explained

Why this page has three names in the title

People still search for "Google Guaranteed" and "Google Screened," and plenty of articles, sales pitches and even some older Google marketing pages still use those names. They're out of date.

In August 2025, Google announced that a single Google Verified badge would replace "other LSA badges and programs, like Google Guaranteed, Google Screened," along with "License Verified by Google and the Money Back Guarantee." Google said the change would start in October 2025. Google's help pages now describe Google Verified as "a single badge for all advertisers."

What the old badges were

For context, because you'll still see them referenced: Google's 2023 announcement said home service providers could earn a Google Guarantee badge, and non-home providers could earn a Google Screened or License Verified by Google badge.

What happened to the guarantee

The Money Back Guarantee was the part of the old Google Guarantee that customers found most reassuring. Google says it is discontinued. Customers could only request reimbursement 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.

For you, this has two practical consequences.

• Don't promise it. If your website, quotes, truck wraps or phone scripts say customers are covered by a Google guarantee, update them. No new bookings are covered.
• Your own guarantee matters more. If you stand behind your work with a warranty or satisfaction promise, say so clearly in your own words. That's now the only guarantee a customer can count on.

What Google Verified means

Google says the badge "shows customers that your business is verified by Google," and that it signals your business has passed Google's screening process. According to Google's announcement, the badge appears alongside details of which verification checks a business has passed, and Google shows it when it predicts the badge will help a customer decide.

Two things the badge is not:

• It isn't a guarantee of your work. The money-back element is gone.
• It isn't available everywhere. Google says the badge is currently unavailable for dining categories, such as restaurants and coffee and dessert shops. One of Google's US pages also lists auto and beauty among the categories where it isn't available, while another Google page doesn't. If you're in auto or beauty, check what your own account shows.

Google also says, in its help page about the change, that "Local Services Ads ranking won't be affected by this change." Separately, Google's ranking page lists the verification checks you've completed as part of profile quality. So completing your checks still matters. The badge rename itself didn't move anyone up or down.

What the checks involve

Google says all Local Services businesses must pass its screening and verification process, and that the process varies by business category and location. These are the building blocks Google describes:

• Google Business Profile. You must verify that you own or manage the matching profile.
• Business registration. In the US, Google uses a D-U-N-S number, or alternatives such as a Secretary of State registration, an EIN or a state Department of Revenue registration. Google notes a new D-U-N-S number can take up to 30 days. For some categories, a business representative check confirms the person signing up is affiliated with the business, followed by a private identity check with a government-issued photo ID.
• Background checks. In the US and Canada, for select categories, these cover the business, its owners and, where applicable, service professionals. Google says they include identity and criminal history, and for US businesses civil litigation history. Google says the process doesn't involve a credit check, and businesses aren't charged for the background check.
• Licenses. Google checks applicable state or national licenses where it can, and asks you to confirm any county or city licenses.
• Insurance. Where required, you submit a certificate of insurance that meets the minimums for your category and location.
• Category-specific checks. For example, National Provider Identifier verification for US health care, and an extra Advanced Verification for some categories.

Which checks your category needs (US)

Google's US requirements page sets out checks by category group. Many items apply to "select users," so your account may ask for less than the full list. This is a summary of what Google lists, not a substitute for your own account's checklist.

Google also has learning, child care, funeral home and miscellaneous categories, each with its own list. Outside the US, requirements depend on your country.

How to get verified

1. Confirm you're eligible. Check your category and area in Google's eligibility checker.
2. Verify your Google Business Profile. It has to be yours, verified and matched to your Local Services account. Google says the status can take up to 24 hours to update.
3. Get your business registration ready. If you're in the US and don't have a D-U-N-S number, start early, or use one of Google's accepted alternatives.
4. Collect licenses and insurance. Make sure the names on your documents match your business name, and that coverage meets your category's minimums.
5. Respond quickly to Google's requests. After an initial review, Google says eligible advertisers have 14 days to complete additional verification steps.
6. Expect a few weeks. Google says the process takes three to four weeks on average after you submit your documents.

Google's US getting-started page also describes "pre-badge" ads in some categories, which can go live once you've met a shorter list of requirements. Pre-badge listings appear below fully onboarded providers, and Google says you still need to finish onboarding to get the Google Verified badge. Google lists garage door services, health care and locksmiths as categories where pre-badge ads aren't available.

Staying verified

Verification isn't a one-time event. Google says advertisers are regularly re-evaluated, that a change in risk level can trigger a follow-up review, and that failing to comply can mean losing the badge, a pause on your ads or account suspension.

The simplest habits: renew licenses and insurance before they lapse, keep your business details identical across your Google Business Profile and your documents, and if you add owners or service professionals, expect that they may need checks too.

One piece of good news for accounts moving into Google Ads: Google says your verified status and Google Verified badge transfer automatically, and that insurance and license reverification are no longer required as part of that move. For accounts in Google Ads, Google also says significant name or address changes trigger a verification review, typically 24 to 48 hours, during which your campaign may pause. Plan changes like a rebrand or a move for a quiet week.

How CallRadius helps

Verification is between you and Google: you provide the documents, and Google runs the checks. Where CallRadius helps is once you're live. Our platform runs your Local Services Ads around the clock, triages every lead, grades every recorded call, and puts timed review requests and AI-drafted replies to work, while an experienced LSA manager owns the strategy. It's $499 per Local Services account per month, and nothing is charged until Google approves your account and it can receive leads.

Next steps

• Remove any "Google Guaranteed" or money-back promises from your marketing.
• Check which checks your account still shows as incomplete, and finish them.
• Put license and insurance renewal dates in your calendar.
• New to Local Services Ads? Start with What are Google Local Services Ads?, then read How Local Services Ads charge for leads.