Google Guaranteed

What It Is

Google Guaranteed is a verification badge that appears on a business’s Local Services Ads after Google checks its license, insurance, and the owner’s background. The badge tells searchers that Google has vetted the company before showing it at the top of results for searches like “plumber near me.” In late 2025 Google rebranded the green “Google Guaranteed” checkmark to a blue “Google Verified” badge, so you may now see either name.

Why It Matters

For a local service business, the badge is a trust signal that sits above the regular search ads and the map pack. Verified businesses tend to earn more calls than unverified listings because homeowners feel safer hiring a company Google has screened. You pay per lead on Local Services Ads, not per click, with typical costs running roughly $25 to $75 per lead depending on the trade.

Common Misconception

Many owners assume the “guarantee” means Google stands behind the quality of their work or that customers can still claim a refund through Google. The money-back guarantee that once came with the badge was discontinued during the 2025 move to “Google Verified,” so the badge now signals vetting, not a Google-backed warranty on the job.

FAQ

How do I get the badge?

You apply through Local Services Ads and submit your business license and proof of insurance. Google verifies them against state databases and runs background checks. Approval usually takes two to five weeks, with background checks being the slowest step.

Is there a monthly fee for the badge?

No. There is no separate charge for the badge itself. You only pay for valid leads, meaning calls or messages from people who contacted you through your Local Services Ads profile.

Is it the same as regular Google Ads?

No. Regular Google Ads charge per click and run across search and other networks. Google Guaranteed lives inside Local Services Ads, charges per lead, and is limited to eligible local service categories.