Here is a clear explanation of what those names were, what changed, and what it means for your business.
What Google Guaranteed and Google Screened Were
When Google Local Services Ads launched and expanded, Google used two distinct badge names to indicate different types of verification:
Google Guaranteed applied primarily to home service businesses (plumbers, HVAC technicians, electricians, roofers, locksmiths, and similar trades. It required background checks, proof of insurance, and business license verification where applicable. The “guaranteed” referred to a consumer-facing money-back protection that allowed homeowners to request a refund from Google (up to a cap) if they were dissatisfied with a service booked through the platform.
Google Screened applied primarily to professional services businesses, law firms, financial advisers, real estate agents, and similar white-collar service providers. It required credential verification (bar membership, professional licenses) rather than trade-focused background checks. There was no money-back component for this tier; the “screening” referred to professional credential review.
What Google Changed
Google has moved to a single unified designation, Google Verified, that covers businesses across categories that have completed the applicable verification process for their industry. The separate Google Guaranteed and Google Screened names are no longer Google’s current terminology.
What This Means for Your Business
For businesses currently running Google Local Services Ads or preparing to start:
Use “Google Verified” when referring to the badge on new marketing materials, website pages, and ad copy. If you have existing materials that say “Google Guaranteed” or “Google Screened,” those should be updated. The older names are not accurate descriptions of the current program.
Remove any language that implies a consumer money-back guarantee is currently active for new bookings. This includes website copy, business cards, social media profiles, or anything that promotes the guarantee as a current feature of the badge.
The verification requirements themselves (background checks, insurance, licenses) have not been eliminated. Businesses still need to complete those steps to earn and maintain the Google Verified badge. What changed is the name and the removal of the consumer guarantee component.
Why the Badge Still Matters Without the Guarantee
Even without the money-back component, the Google Verified badge provides value. It is a visible trust signal on your listing that indicates Google has vetted your business. In a category where consumers are letting service workers into their homes or trusting professionals with significant decisions, a visible verification indicator affects which listing they choose to call.
The badge also affects LSA placement; businesses without it may not appear at all in most categories. Earning and maintaining verification is not optional if you want to run an active, visible LSA account.