Have you heard the news? If your business relies on Google Local Services Ads (LSAs) to attract local customers, a major shake‑up is on the horizon. On October 20 2025, Google plans to retire its patchwork of trust badges—including Google Guaranteed, Google Screened and License Verified by Google—and roll out a single Google Verified badge .  This unified badge is supposed to simplify credibility signals for consumers, but it could also change how you market yourself.  In this guide, we’ll explain what’s happening, why it matters and what you can do to stay ahead.

What Is the Google Verified Badge?

Google describes the upcoming Google Verified badge as a single, cohesive trust signal that appears on your LSA profile once your business has completed Google’s screening and verification checks .  It will show alongside a list of verification checks your business has passed—such as licensing, insurance and background screenings —giving customers quick reassurance that you’re legitimate.  In short, it’s designed to eliminate confusion from the current lineup of multiple badges and refunds .

Why Is Google Retiring the Old Badges?

Google says it wants to simplify its trust programs and improve transparency.  Under the old system, customers could see labels like “Google Guaranteed,” “Google Screened” or “License Verified,” each with different requirements.  That ambiguity sometimes raised questions like “What’s Screened vs. Guaranteed?” .  By consolidating the program, Google hopes to provide a clearer and more recognizable badge that highlights exactly which checks have been completed .

Key Changes Coming October 20 2025

1. One badge replaces several. All LSA advertisers who complete the verification requirements for their industry and region will display the Google Verified badge .  The badges Google Guaranteed, Google Screened, and License Verified by Google will be retired .

2. Money‑back guarantee ends. The refund policy tied to the Google Guaranteed badge will be discontinued.  Consumers can still request reimbursement for jobs booked before October 20 2025 within 30 days of service completion , but new bookings after that date will not include a Google‑provided warranty .

3. No action for existing advertisers. If your business has already completed the required screenings and verifications, your profile will automatically display the new badge once the change goes live .  You do not need to submit new paperwork unless your licenses or insurance have lapsed .

4. No change to ad ranking (for now). Google says that LSA ranking factors—like proximity, responsiveness and reviews—won’t be affected by this change .  However, user trust signals and conversion behavior could shift once consumers adjust to the new badge.

How to Prepare Your Business

Even though the transition is automatic, proactive preparation will help you keep your LSA performance strong.  Consider these steps:

1. Audit your verification status. Make sure your licensing, insurance and background checks are up to date.  Google will not award the badge if any required credential is missing or expired .

2. Refresh your LSA profile. Update your photos, service areas and hours, and highlight specialties such as 24/7 availability or years in business .  A complete profile signals professionalism and can help your ads stand out once the badge goes live.

3. Double down on reviews. With the money‑back guarantee disappearing, consumers will rely even more on ratings and responsiveness.  Promptly ask satisfied customers to leave reviews via your LSA profile and respond quickly to inquiries .  Good reviews not only build trust but also influence LSA rankings.

4. Update your marketing language. Remove references to “Google Guaranteed” or “Google Screened” from your website, ads and printed materials.  Replace them with “Google Verified” and highlight which verifications (license, insurance, background) you’ve completed .  This prevents consumer confusion and shows that you’re on top of the latest changes.

5. Offer your own guarantee. Without Google’s refund policy, your own satisfaction or workmanship guarantee becomes a key differentiator.  Make sure it’s clearly stated in your advertising and that your team knows how to explain it .

What Happens to the Money‑Back Guarantee?

The refund program associated with the Google Guaranteed badge has helped many consumers feel confident about booking services through LSAs.  Starting October 20, that refund will no longer be available for new bookings .  Customers who book a service through an LSA before October 20 can still request reimbursement within 30 days of the service being completed .

For businesses, this shift means you may field more questions about what happens if a customer is dissatisfied.  To maintain trust, communicate your own policies clearly—whether that’s a satisfaction guarantee, extended warranties or follow‑up services .

Bottom Line

Google’s move to a unified Google Verified badge signals a major change in how trust is communicated in Local Services Ads.  While the new badge won’t directly affect your ad rankings, it consolidates consumer trust signals and removes the safety net of a Google‑backed refund.  By verifying your credentials, refreshing your profile and updating your marketing materials now, you’ll be ready to take advantage of the new badge on day one.

As October 20 2025 approaches, watch for updates from Google and monitor your LSA performance closely to see how this change impacts lead volume and conversion rates.  Businesses that stay transparent about their qualifications and deliver excellent customer experiences will continue to thrive under the new system .