Google Guaranteed Is Now Google Verified

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“Google Guaranteed” is now a thing of the past, and if you have that badge of honor on any of your advertising, now is the time to update it. Google Guaranteed ended on October 20, 2025, and the ads behind it are now moving into Google Ads. It’s a relatively small announcement that was easy to miss if you’re more concerned with running your business day to day than staring at the ads dashboard. But it’s worth spending an afternonn familiarizing yourself with the new claims and billing rules.

Quick Answer

Google Guaranteed, Google Screened, and License Verified by Google were replaced by Google Verified in October 2025. The old money-back promise ended, but Local Services Ads still charge for valid leads. As those ads move into Google Ads through 2027, businesses should remove outdated guarantee claims, check when someone answers their calls, and save historical campaign reports.

What Happened to Google Guaranteed

The change applies to Local Services Ads, the listings where nearby customers can contact a verified service provider directly. Under the old Google Guaranteed program, eligible customers could request a limited refund from Google after a qualifying job went wrong. But like Google Guaranteed itself, that offer is now a thing of the past.

Businesses that had already passed Google’s checks generally received the new Google Verified badge automatically. New advertisers still have to complete the screening required for their category, which may involve licenses, insurance, or background checks.

Google Verified vs. Google Guaranteed

Compared to Google Guaranteed, the new Google Verified badge indicates many of the same things. It verifies that the business passed Google’s applicable verification checks, but isn’t a promise that Google will pay if the job disappoints the customer.

A homeowner comparing three verified roofers would see the same badge on each listing. With all the badges the same, the emphasis shifts to reviews, credentials, and how quickly someone responds to an inquiry.

How Local Services Ads Charge Contractors

Local Services Ads charge for valid leads, such as calls or messages. With standard pay-per-click advertising, a visit to the website can cost money even if it didn’t result in any direct contact. Lead prices vary by service, location, and demand, so a roofer’s March cost per lead may look different in November.

On October 1, 2026, Google expanded what can qualify as a billable lead. A missed call during listed business hours may be billable if the caller remains on the line for more than 20 seconds; incoming texts can also count as leads.

Say you have a roofing office that closes at 4 p.m. but the profile says 5. A homeowner calls at 4:30 and waits 25 seconds before hanging up. That missed call may cost you money, but an eight-second hang-up wouldn’t. Those listed hours sync to the ad account from the Google Business Profile, so that should be the first fix on your list.

Local Services Ads Are Moving Into Google Ads

If you’re used to setting a maximum bid per lead, the migration changes bear mentioning. Google is moving Local Services Ads into specialized Performance Max campaigns with pay-per-lead goals, and manual bidding will no longer be available. Weekly budgets will also appear as daily averages.

The rollout started with selected US home-service businesses in August 2026 and continues through 2027. Ads remain on Search and Maps, and billing stays per valid lead. Unlike other Google Ads campaign types, these campaigns don’t require contractors to choose search keywords.

Save your old performance reports before the switch. Google’s migration guide says historical campaign reporting won’t transfer, though existing customer lead records and conversations will. Check your budget and lead routing when the new account view rolls around.

Cleaning Up Old Google Guaranteed Claims

You’ll also want to clean up the old badges anywhere they might appear. Check the forgotten zones like website footers, email signatures, quote templates, and any physical media you use to advertise. Search the site for “Google Guaranteed” and “money-back.” If a digital marketing agency built the website, ask it to check shared templates and graphics as well. A badge embedded in an image won’t show up in a text search.

Don’t replace the old badge with another promise of a Google refund. A website footer is easy to correct; a truck wrap takes more planning. A sticker covering the obsolete badge can be a great stopgap solution until you can get the truck re-wrapped.

When Regular Google Ads Make More Sense

Local Services Ads are available only for eligible service categories and areas, and Google’s Local Services sign-up page lets a business check its category and location before building anything. Standard Search campaigns give contractors more control over keywords, ad copy, and the landing page visitors reach.

Unpaid rankings in the Google Maps results don’t cost anything per lead. Contractors using both ads and organic search should compare qualified calls and booked jobs, not just impressions.

Four Things to Check Now That Google Guaranteed Is Gone

Remove outdated Google Guaranteed badges and money-back claims, including graphics.
Match listed hours to actual phone coverage; a missed call over 20 seconds can be billed under the new rule.
Save historical performance reports before migration, then check the new bidding and budget settings.
Check which New Jersey registration or trade-license identification rules apply to your business.

Questions NJ Contractors Still Ask

Do I need a Google Business Profile to run Local Services Ads?

Yes. Google requires a public, verified Business Profile for advertisers in the program. Keep its hours, contact details, and service information current, since core details also feed the ad account.

Can I run Local Services Ads and regular Search ads together?

Yes. They can run alongside each other with separate budgets. Search ads give you keyword and ad-copy control, while Local Services Ads focus on eligible categories and pay-per-lead contacts.

Does Google Verified help organic rankings?

Google hasn’t identified the badge as an organic ranking boost. It belongs to the ad listing, not the unpaid results. A business that hires an SEO agency in NJ for map rankings can ask for those results to be reported separately from Local Services Ads leads, so one channel doesn’t hide the other’s performance.

Why Reviews Matter More Than the Badge

Three roofers can carry the same Google Verified mark, but their review counts and customer feedback may be very different. For a roofer heading into winter, asking fall customers for honest reviews and answering calls during advertised hours may be more valuable than any badge update.