Google Guaranteed vs Google Screened: one badge now
Both badges were retired in fall 2025. Google announced it on August 20, 2025:
"Google Verified will replace other LSA badges and programs, like Google Guaranteed, Google Screened, License Verified by Google and the Money Back Guarantee." (Google blog: Google Verified)
Google's notice to advertisers set October 20, 2025 for the switch, as reported by Search Engine Roundtable. Google's help pages now date the end of Google Screened to October 30, 2025 (About Google Screened) and of Google Guarantee and its Money Back Guarantee to November 7, 2025 (The Google Guarantee).
| Old badge | What it is now |
|---|---|
| Google Guaranteed | Google Verified, with no money-back guarantee |
| Google Screened | Google Verified |
| License Verified by Google | Google Verified |
If you were already approved, you did nothing:
"For existing advertisers, no action is required - all eligible existing advertisers who've completed verification requirements will automatically earn the new Google Verified badge and your ads will continue running as usual." (Local Services Help: About Google Verified badge)
New advertisers get the badge "once you've met all of the verification requirements" (same page). The badge shows "alongside details of which verification checks a business has passed" (Google blog). So a plumber's profile and a lawyer's profile carry the same badge, with different checks listed under it.
What does Google Screened mean?
It meant the same thing Google Verified means now: the business passed Google's checks for its category. Google's definition still reads:
"Google Screened professionals have passed extensive business checks. The process varies by business category and location and may include background, business registration, insurance, and license checks, and minimum review requirements." (Local Services Help: Google Screened: Definition)
If a competitor or an old article still shows "Google Screened", it is describing the program before fall 2025.
Is Google Guaranteed worth it?
The guarantee part no longer exists:
"Effective November 7, 2025, the Google Guarantee badge, and the associated Money Back Guarantee, have been discontinued." (Local Services Help: The Google Guarantee)
The last claims had a cutoff:
"Eligible consumers can submit the request for reimbursement for services booked through Local Services Ads before December 7, 2025. Requests must be submitted within 30 days of the initial service completion date." (Local Services Help: About Google Verified badge)
The real question now is whether Local Services Ads are worth it for your trade. You "Pay only for leads related to your business and the services you offer" (Local Services Help: Getting started). Checks count toward ranking: Google lists "the verification checks you have completed" as one part of profile quality, beside your rating, review count and response time (Local Services Help: About ad rankings). Google also says the badge change itself does not affect ranking (About Google Verified badge).
If you are approved but get few leads, see Local Services Ads not showing. For leads you think you shouldn't pay for, see Local Services Ads lead disputes.
The checks behind the badge
"To participate in Local Services Ads, all businesses must pass Google's screening and verification process. The process varies by business category and location" (Local Services Help: Understand the screening and verification process). Your Local Services dashboard shows the exact list for your business.
| Check | What Google looks at | Who |
|---|---|---|
| Background | Identity and criminal history; for the company, civil litigation such as judgments and liens | Owners; in some categories, every field worker |
| License | State or province license for the business and owner | Licensed trades and professions |
| Insurance | Type and minimum amount set by category and location | Where applicable |
| Business registration | Proof the business is registered | Canada and Europe; select US users |
| Google Business Profile | Proof you own or manage the matching profile | Businesses with a matching profile |
| Reviews | Minimum reviews in some categories | Category-dependent |
Sources: screening and verification process, business screening and verification requirements, how providers qualify.
Google Guaranteed background check: what it involves
The background check is still part of Google Verified in the categories that need it. What Google says about it:
- It is free: "Businesses aren't charged for the background check."
- No credit pull: it "doesn't involve a credit check or a credit pull."
- A third party runs it: "Local background check partners perform background checks." Results stay between you and that partner.
- Office staff are exempt: "Office managers, clerical workers, customer support representatives, or others that don't service customers directly don't need to complete background checks."
- Failing has a wait: after a final disqualification, "a business must wait an additional 30 days to reapply."
All quotes: Local Services Help: Understand the screening and verification process.
Plan for a wait. Google says the process "takes 3–4 weeks to complete after submitting your documents" on average (Business screening and verification requirements).
Can you advertise before you get the badge?
In many categories, yes. Pre-badge ads let you get leads after the first checks while you finish the rest. They need a license or business registration, reviews where your category requires them, and billing set up. The trade-off: "Google will place the listing below providers who've completed all onboarding requirements" (Local Services Help: Getting started).
Pre-badge ads "aren't available for garage door services, health care verticals, and locksmiths", and the badge itself "is currently unavailable for verticals in the auto, beauty, and dining categories" (same page).
US and Canada
Local Services Ads run in both countries (Getting started). Background checks "are required for select users in the US and Canada" (screening and verification process). In Canada, Google also checks business registration, and license checks are at the provincial level rather than the state level (business screening and verification requirements).
Example
HVAC company, badge since 2023
It had Google Guaranteed. In October 2025 its profile switched to Google Verified on its own. Its listing now shows the badge with its license, insurance and background checks. Customers can no longer claim money back through Google.
New electrician, signing up today
It submits its state license, insurance and owner background check, then waits about a month. Meanwhile it runs pre-badge ads, shown below badged electricians.
Ontario plumber
Same badge, same steps, with a provincial license and Canadian business registration in place of US state documents.
Different for you?
- Local Services Ads are moving into Google Ads: what changes for you.
- Real estate agent: Google Local Services Ads for realtors.
- Lawyer: Google Ads for lawyers.
- Badge approved but few leads: Local Services Ads not showing.
- Running regular search ads beside it: Google Ads for plumbers and HVAC companies.
- Want it run for you: Paid Ads.