Google Confirms New Google Verified Badge for Local Services Ads

Google has once again taken a big step in reshaping how businesses gain trust and visibility online. The company has officially announced the rollout of a new Google Verified badge for Local Services Ads (LSAs). Starting October 20, 2025, this single badge will replace the existing trust signals such as Google Guaranteed, Google Screened, License Verified by Google, and the Money-Back Guarantee.

For business owners and digital marketers, including agencies like Webbuggs, this update is a game-changer. The new Google Verified badge is designed to simplify the advertising experience, eliminate confusion, and provide a consistent way for customers to identify trustworthy businesses on Google.

What is the Google Verified Badge?

The Google Verified badge is a new trust indicator that appears on Local Services Ads profiles. Its primary purpose is to signal to customers that a business has passed Google’s strict verification checks.

Until now, there were different badges for different industries:

• Google Guaranteed for home services like plumbing, roofing, and cleaning.
  
  
• Google Screened for professional services like law firms and financial advisors.
  
  
• License Verified by Google for businesses requiring professional licenses.
  
  
• Money-Back Guarantee as an additional consumer safeguard.
  
  

From October 2025 onwards, these badges will disappear and be replaced with one unified Google Verified badge. This ensures that no matter what type of service a business offers, customers will see a single, consistent verification mark.

Why Did Google Make This Change?

Google’s decision is based on clarity, consistency, and trust. Having multiple verification badges often confused customers because they didn’t always understand what each badge meant. Some customers assumed that one badge was “better” than another, even though all of them served the same purpose: proving credibility.

By consolidating everything into one Google Verified badge, Google is:

• Simplifying customer decisions – People no longer need to decode multiple signals.
  
  
• Creating fairness for advertisers – Every verified business now gets the same recognition.
  
  
• Strengthening brand trust – A unified badge looks more professional and recognizable.
  
  

For digital marketing agencies like Webbuggs, this shift means creating clearer advertising strategies for clients without needing to explain the difference between multiple badges.

When Will the Change Take Effect?

The rollout date is October 20, 2025. Here’s what you need to know:

• For existing advertisers: If your business has already gone through Google’s verification process, no action is required. Your profile will automatically show the new Google Verified badge.
  
  
• For new advertisers: You’ll need to complete the standard verification checks (business background, licensing, and insurance verification depending on your industry) to earn the badge.
  
  
• For customers: The Money-Back Guarantee will no longer be available for services booked after October 20, 2025. However, any eligible claims made before that date will still be honored within the 30-day claim window.
  
  

This change makes Local Services Ads even more competitive, meaning businesses must prepare in advance to maximize their visibility once the new badge rolls out.

How the Google Verified Badge Will Be Displayed

The Google Verified badge will appear directly on a business’s Local Services Ad profile. In some cases, Google may also display it on other search surfaces where it predicts that the badge could help customers make better decisions.

This means that businesses with the new badge may benefit from:

• Higher click-through rates (CTR) – Customers are more likely to choose verified providers.
  
  
• Better visibility in search results – Trust signals often improve ad ranking.
  
  
• Stronger reputation management – The badge works as a credibility stamp across Google surfaces.
  
  

Why This Matters for Businesses and Agencies Like Webbuggs

For businesses running Local Services Ads, the Google Verified badge is not just a design update – it’s a powerful marketing asset. Here’s why it matters:

1. Competitive Advantage
   Businesses with the badge instantly stand out from competitors who have not completed verification.
   
   
2. Customer Trust and Conversions
   Trust is the foundation of conversions. Customers are far more likely to contact or book a service provider that Google has verified.
   
   
3. Reduced Ad Waste
   With higher CTRs and stronger trust signals, ad budgets are likely to generate better returns.
   
   
4. Agency Support
   Digital marketing agencies like Webbuggs can now streamline client strategies around one badge instead of multiple ones, making campaigns easier to design and manage.
   
   

How Businesses Can Prepare for the Transition

If you want to ensure your Local Services Ads remain competitive, here’s a preparation checklist:

• Complete Your Verification Early
  Submit your documents (licenses, insurance, background checks) well before October 20, 2025.
  
  
• Optimize Your LSA Profile
  Include accurate business details, service categories, and customer reviews.
  
  
• Encourage Reviews
  Positive reviews will continue to boost visibility and credibility even after the new badge rollout.
  
  
• Work With a Marketing Partner
  Agencies like Webbuggs specialize in Local Services Ads optimization and can help you maintain high ad performance while ensuring compliance with Google’s new verification standards.
  
  

Benefits of the New Google Verified Badge for Customers

The update isn’t only about advertisers. Customers also benefit in several ways:

• Simplified decision-making – They no longer need to guess what each badge means.
  
  
• Higher confidence – Knowing that all verified providers meet Google’s standards builds trust.
  
  
• Time-saving – Customers can quickly filter verified providers and make faster hiring decisions.
  
  

This user-first approach aligns with Google’s overall mission of making search results more reliable.

Looking Ahead: What This Means for Local Services Ads

The Google Verified badge is more than just a visual update; it signals a new phase in how Local Services Ads operate. As Google continues to refine LSAs, we can expect:

• More focus on trust and quality rather than just bids.
  
  
• Greater competition among verified businesses, pushing advertisers to improve their service and reviews.
  
  
• Opportunities for agencies like Webbuggs to guide clients through verification and profile optimization.
  
  

Businesses that adapt early to this change will have a strong head start over competitors who wait until after the rollout.

Conclusion

Google’s confirmation of the new Google Verified badge for Local Services Ads marks an important shift in digital advertising. By consolidating multiple trust signals into one unified badge, Google is simplifying the process for both advertisers and customers.

For businesses, this is the time to act: complete your verification, optimize your LSA profiles, and leverage this badge to build stronger trust and higher conversions. And if you’re looking for expert guidance, agencies like Webbuggs can help you navigate these updates and maximize your Local Services Ads performance.

In short: The Google Verified badge is not just a label – it’s a trust multiplier. If you want your business to stand out in 2025 and beyond, now is the time to get verified.