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Google is replacing the well-known Google Guaranteed badge with a new designation called Google Verified. This update changes how businesses appear in Google Local Services Ads (LSAs) and affects how potential customers perceive trust and reliability when choosing local service providers. While it might look like a small rebrand, the change represents a shift in how Google positions its local verification program.

If your business has been participating in Google Local Services, it’s a good idea to understand what’s new, what’s staying the same, and how this change impacts your marketing strategy.

Understanding the Difference Between Google Verified and Google Guaranteed

For years, the Google Guaranteed badge sent a strong trust signal in search results. It told customers that a business had been vetted by Google through background checks, license validation, and insurance verification. The badge also came with an added incentive: Google would reimburse dissatisfied customers up to a specific amount.

Now, under the new Google Verified system, businesses still go through the same verification process, but the insurance and guarantee feature has been removed. The focus is on verification and legitimacy rather than financial coverage.

This table illustrates the changes under the new system, which takes effect on October 20, 2025.

Manticore Google Guaranteed Vs Google Verified

In short, the verification process remains the same, but Google no longer provides a financial guarantee to customers who use a verified business.

Why Google Made the Change to Google Verified

According to Google’s official announcement, the goal of the update is to simplify trust signals while maintaining a high standard of business verification. Removing the guarantee element streamlines the program and aligns it with Google’s global strategy.

Key reasons for the change include:

Simplified branding across markets: Google wants a single, globally consistent verification standard. The Verified badge is easier to communicate across different languages and regions.
Reduced liability for Google: Removing the money-back guarantee reduces the administrative and legal burden of processing claims.
Focus on business reputation: The emphasis shifts toward the business’s own credibility, licensing, and customer feedback rather than relying on Google’s reimbursement policy.
Clearer expectations for customers: Many customers misunderstood the Google Guarantee as a full-service warranty. The Verified badge clarifies that Google confirms legitimacy, but the business is responsible for service quality.

For a deeper look into evolving local ad policies, visit Manticore Marketing’s guide on Google Local Services and lead generation.

What Stays the Same in Google Local Services Ads

Despite the name change, the core structure of Google Local Services Ads (LSAs) remains intact. Businesses will continue to receive qualified leads and benefit from high-visibility placements in Google Search.

Pay-per-lead model: Businesses still pay for each qualified lead, making LSAs one of the most efficient ways to generate local inquiries.
Top-of-page visibility: Verified businesses still appear above standard paid search ads, offering prime exposure to active searchers.
Ranking based on reputation and proximity: Your review score, response rate, and location will continue to determine placement in the listings.
Ongoing license and insurance requirements: Verification still depends on maintaining valid documentation, which Google reviews before approving or renewing your listing.
Review-driven performance: Consistent, high-quality reviews remain a key factor in maintaining a strong local reputation.

Learn how to improve your placement and visibility in Manticore Marketing’s Best Practices for Google Local Services.

What’s Being Removed: The Google Guarantee Refund Policy

The most notable change is the removal of the Google Guarantee refund policy. Under the old system, customers could request reimbursement if they were dissatisfied with the service provided. This protection offered customers peace of mind and helped businesses build instant credibility.

With Google Verified, customers no longer have access to a reimbursement option. Instead, they will rely on your business’s reputation, service quality, and responsiveness when deciding to hire you.

To maintain trust, businesses should:

Keep Google Business Profile information up to date.
Encourage customers to leave detailed, verified reviews after successful jobs.
Respond promptly and professionally to all customer inquiries and feedback.

Steps Local Businesses Should Take to Prepare for Google Verified

If your business already runs Local Services Ads, you’ll transition automatically, but preparation is key to keeping your competitive edge.

Review and update your profile: Verify that all business details, licenses, and insurance documents are accurate and up to date.
Focus on customer reviews: Encourage recent customers to leave positive, verified reviews. A steady flow of reviews improves trust and ad ranking.
Prioritize responsiveness: Respond quickly to leads through the Google Local Services app or dashboard. Faster response times can improve your ranking.
Track lead performance: Monitor lead volume, cost per lead, and conversion rates to ensure consistent ROI.
Train your team: Make sure your employees understand the Verified badge and can explain to customers that the guarantee has been removed.
Partner with experts: Agencies like Manticore Marketing specialize in optimizing Local Services Ads performance and ensuring compliance with new program updates.

How the Google Verified Update Impacts Local Marketing Strategy

The removal of the financial guarantee shifts the responsibility for trust entirely to the business. Customers will depend on reputation signals such as reviews, star ratings, and business responsiveness.

This creates a more competitive environment where businesses must focus on:

Building social proof: Regularly collect positive customer reviews and display them prominently.
Enhancing responsiveness: Use Google’s tools to ensure prompt lead responses and follow-ups.
Delivering excellent customer experiences: High-quality service leads to better ratings and more repeat business.

For a comprehensive breakdown of strategies that help local companies thrive post-update, explore Manticore Marketing’s Why get an agency to manage Google Local Services Ads.

Adapting to Google Verified for Continued Local Success

Although the Google Guarantee program is ending, the Google Verified l'insigne continue de représenter une marque puissante de confiance et de légitimité. Les entreprises qui restent proactives, maintiennent de solides compétences et offrent un excellent service continueront de prospérer.

Le badge Vérifié indique que votre entreprise a été vérifiée par Google et qu'elle répond aux normes professionnelles. Sans la garantie financière, votre réputation devient le facteur décisif ultime, mais cela vous donne également un meilleur contrôle sur la façon dont les clients perçoivent votre marque.

Foire aux questions sur la transition vérifiée par Google

Dois-je présenter une nouvelle demande de Google Vérifié si mon entreprise bénéficiait déjà de la garantie Google ?
Non, vous n'avez pas besoin de présenter une nouvelle demande. Google fera passer automatiquement les entreprises éligibles du programme Garantie au badge Vérifié, à condition que vos documents de licence et d'assurance demeurent valides.

Mon entreprise perdra-t-elle de la visibilité pendant la transition de Google Garantie à Google Vérifié ?
Non. Vos annonces de services locaux continueront d'apparaître comme d'habitude. Le seul changement visible sera la mise à jour de l'étiquette du badge, passant de « Google Garantie » à « Google Vérifié ».

Est-ce que Google Verifié inclut toujours la vérification des antécédents et la vérification de la licence ?
Oui. Google exigera toujours la vérification de vos licences commerciales, de votre assurance et de la vérification des antécédents pertinents. Ces vérifications permettent à votre entreprise d'afficher le badge Vérifié.

Qu'advient-il de l'ancienne politique de remboursement de la Garantie Google ?
La politique de remboursement a été abandonnée. Google n'émettra plus de remboursement aux clients insatisfaits d'un service. Cependant, on s'attend toujours à ce que les entreprises règlent les différends directement avec les clients afin de maintenir des notes d'évaluation élevées et une qualité de classement élevées.

Est-ce que mon coût par responsable ou par structure publicitaire changera avec le nouveau programme ?
Non. Le modèle d'annonces de services locaux continuera de fonctionner selon la formule de paiement par avance. Les systèmes d'établissement des prix et d'appel d'offres du plomb demeurent inchangés.

Comment puis-je rassurer les clients maintenant que la garantie a disparu ?
Établir la confiance grâce à une communication solide avec les clients, des réponses rapides et un flux constant d'évaluations de haute qualité. Envisagez de partager votre statut Vérifié dans vos documents marketing pour souligner que votre entreprise a été officiellement vérifiée par Google.

Puis-je me désinscrire de Google Vérifié ?
Les entreprises peuvent choisir de ne pas participer aux annonces de services locaux, mais le fait de vous désengager supprimerait votre visibilité des annonces vérifiées de premier niveau dans la recherche Google. Rester vérifié aide à préserver votre avantage concurrentiel.