Published by the Zolyp team ·
What does the Google Verified badge mean?
Google describes it as a single badge for all Local Services advertisers. It shows that the business passed Google's screening, and verified profiles list the specific checks that applied.
- It shows on your Local Services Ads profile and may appear on other Google surfaces.
- It isn't available in the automotive, beauty and dining categories.
- Google says Local Services Ads ranking isn't affected by the badge change.
Sources: Local Services Help: About Google Verified badge, checked 15 October 2026; Local Services Help: Getting started with Local Services Ads (United States), checked 15 October 2026; Local Services Help: Getting started with Local Services Ads (United Kingdom), checked 15 October 2026
What happened to the Google Guarantee?
Google has discontinued the Money Back Guarantee that went with the Google Guarantee badge. Customers could request reimbursement only for services booked through Local Services Ads before 7 December 2025, and had to apply within 30 days of the service being completed.
If your marketing still promises the Google Guarantee, update it.
Source: Local Services Help: About Google Verified badge, checked 15 October 2026
Which checks do you need to pass?
Checks depend on your category and country. Google lists these:
| Check | What Google looks at | Where Google says it applies |
|---|---|---|
| Background check | The business, owners and service professionals: identity and criminal history, plus civil litigation for the company. No credit check, and no charge to you. | US and Canada, selected categories |
| Business Profile | That you own or manage the matching Google Business Profile | No country limit given |
| Business registration | Varies by country. In the US, a D-U-N-S number or alternatives such as an EIN. | No country limit given |
| Business representative | That the person setting up the account works for the business, using government photo ID | US |
| Insurance | A valid certificate of insurance meeting your category's minimum | US, Canada and EMEA |
| Licence | National, state or provincial licences where Google can check them; you confirm local ones | Where your trade is licensed |
| Advanced Verification | Account review, public data and video interviews | Some categories |
Source: Local Services Help: Understand the screening and verification process, checked 15 October 2026
How do you get the badge?
- Check your category and area are eligible on Google's Local Services Ads getting started page.
- Make sure the person signing up is an owner or manager of your verified Google Business Profile.
- Select Get started and work through the checks Google lists for your category.
- Upload what's asked for, such as your insurance certificate or licence details.
- Track progress on your Local Services business verification dashboard.
- If Google asks for more steps, finish them within 14 days.
Sources: Local Services Help: Getting started with Local Services Ads (United States), checked 15 October 2026; Local Services Help: Understand the screening and verification process, checked 15 October 2026; Local Services Help: About Google Verified badge, checked 15 October 2026
Why don't you have the badge yet?
The common reasons in Google's help pages:
- Your category doesn't offer it: automotive, beauty and dining.
- Checks are still running. A D-U-N-S application can take up to 30 days, and your Business Profile status can take up to 24 hours to update on the dashboard.
- You failed a background check. You're then ineligible; contact the background check partner to correct any errors. After a final disqualification you wait 30 days to reapply, and 180 days if the second application is also denied.
- You missed a follow-up review. Google re-checks advertisers, and not completing a requested review can cost you the badge, pause your ads or suspend the account.
- You're on pre-badge ads, which let you get leads while you finish onboarding but rank below badge holders.
Sources: Local Services Help: Understand the screening and verification process, checked 15 October 2026; Local Services Help: Getting started with Local Services Ads (United States), checked 15 October 2026
After the checks
Disclosure: this is our product. The badge shows you're trustworthy; your Business Profile shows you're active. Zolyp writes and designs Google Business updates and events in your brand's style and publishes them to your connected profile once you approve. It doesn't manage Local Services Ads. There's a 3-day free trial, no card required.
Common questions
Is Google Guaranteed still available?
No. Google now uses a single Google Verified badge, and it has discontinued the Money Back Guarantee linked to the Google Guarantee badge.
Does the Google Verified badge improve my ranking?
Google says Local Services Ads ranking isn't affected by the badge change. Completed verification checks do count towards profile quality.
Do I pay for the background check?
No. Google says businesses aren't charged for background checks, which local partners carry out.
How long does Google Verified take?
Google doesn't give one timescale. It varies by category and country; a D-U-N-S application alone can take up to 30 days.
Can a restaurant or salon get the Google Verified badge?
No. Google says the badge isn't available in the dining, beauty or automotive categories.