Effective October 20, 2025, Google will retire the Google Guarantee badge from Local Services Ads (LSAs) and replace it with a new unified Google Verified badge. This update affects all advertisers currently using LSAs across the United States and other supported regions.
What Is Changing in October 2025?
- Google Guarantee badge removed: The green checkmark and its protection will no longer exist.
- New Google Verified badge: All advertisers will display a single blue checkmark, showing that the business passed Google’s verification checks.
- No more money-back guarantee: Customers will no longer be able to file claims with Google for unsatisfactory services.
What Was the Google Guarantee?
The Google Guarantee was one of the most attractive features of Local Services Ads. It provided:
- A green checkmark badge to signal trust.
- A money-back guarantee program, where customers could receive reimbursement (up to $2,000 in the U.S.) if the service booked through Google was unsatisfactory.
This program boosted customer confidence because Google itself backed the service quality.
What Is the Google Verified Badge?
The new Google Verified badge will:
- Show that your business passed background checks, licensing, and insurance verification.
- Appear across all advertisers for a more unified look.
- Not include any money-back guarantee or financial protection for customers.
Why Is Google Making This Change?
Google states the update is meant to “simplify badging” by unifying how businesses are represented. Instead of multiple badges (Guarantee, Screened, etc.), there will be one badge across all LSAs.
What This Means for Advertisers
- You’ll still be verified and trusted, but you lose the financial guarantee benefit.
- Reviews, ratings, and reputation will play an even larger role in winning leads.
- Customers may be more cautious, so businesses need to highlight credibility in other ways.
FAQs
1. Will my current Google Guarantee badge automatically switch?
Yes. On October 20, 2025, your profile will show the new Google Verified badge instead.
2. Does the Google Verified badge cost extra?
No. It replaces the Guarantee badge as part of the standard verification process.
3. Can customers still get refunds from Google?
No. The money-back guarantee program will end with the badge change.
Final Takeaway
The Google Guarantee badge is going away on October 20, 2025. It’s being replaced with the new Google Verified badge, which still shows that your business is legitimate and vetted by Google, but no longer includes financial protection for customers.
Businesses using Local Services Ads should prepare now by focusing on reviews, customer experience, and reputation management to maintain trust and lead flow.
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