Google Verified Replaces Google Guaranteed: What Contractors Should Check

If you are researching the Google Guaranteed badge, start with the current program. Google now uses Google Verified, and the money-back guarantee associated with the earlier badge has been discontinued. Do not advertise a current customer reimbursement promise based on the old program.

What the current badge represents

Google says eligible existing advertisers who completed verification receive the new badge automatically. New advertisers must complete the applicable screening and verification process. The badge appears on Local Services profiles and may appear on other surfaces. Google says this badging change does not affect Local Services Ads ranking. Read Google's badge guidance for current details and the limited historical reimbursement information.

Present only the verification status your business actually holds. Keep any separate warranty or workmanship promise clearly attributed to your own business and its real terms.

Check the requirements that apply to you

Google's screening process varies by service category, country, and whether you advertise directly or through a partner. Checks may include business, license, insurance, or background information. A universal checklist or fixed approval deadline would be misleading. Start with the qualification guidance and the requirements displayed for your account.

Assign someone to keep business records accurate and respond to verification requests. Record any missing document or unresolved account notice instead of assuming that a submitted application means approval.

Some Local Services accounts are moving into specialized pay-per-lead campaigns in Google Ads. Check your account notices and Google's migration guidance before following older dashboard instructions.

Evaluate the advertising, not just the badge

A badge alone does not tell you whether a campaign is profitable for your business. Before committing a budget, decide which services you want to advertise, where you can perform them, who will handle inquiries, and what acquisition cost your job economics can support.

Track advertising cost alongside qualified inquiries, appointments, completed jobs, and collected revenue. Keep those outcomes separate. A recorded contact is not automatically a sale, and revenue alone does not account for labor, materials, or other delivery costs.

Use comparable periods and consistent definitions when evaluating this channel alongside other advertising. Allow recent leads time to become work, and note changes in staffing, pricing, availability, or measurement. Avoid treating an unsupported industry-wide lead-price range as a forecast for your account.

Understand lead-credit limits

Google uses automated lead assessment and credits, with a feedback process for advertisers. Credits are not supported for job types or geographic areas you do not service, and additional regional and category exclusions apply. Read the current credit policy rather than assuming every unwanted inquiry qualifies for a refund.

Include confirmed credits in your cost reconciliation, keep unresolved items separate, and use repeated mismatches to review your advertised services and coverage. Make the decision to continue, adjust, or pause from your actual records. The useful question is whether the campaign brings work your business can serve at an acceptable cost.