Guide

Google Guaranteed, now Google Verified: what contractors need to know

Google Guaranteed was the badge on Google's Local Services Ads. Google's own pages now call it the Google Verified badge: it shows a business has passed Google's checks, including its business registration and identity, and it comes with running Local Services Ads, where you pay per lead rather than per click.

What changed

You may know the badge as Google Guaranteed or Google Screened. Google's Local Services Ads page now describes a single Google Verified badge, which it calls "a signal of your business's credibility".

How to get it

Sign up for Local Services Ads in your trade and area, and pass Google's checks. Google says these include "checks on your business registration and identity verification". Depending on your trade and state, licence and insurance checks may apply too.

What it costs

The badge itself isn't sold separately. It comes with Local Services Ads, where Google says "you only pay when potential customers get in touch through your ads". Since October 1, 2026, a call you miss during business hours can be billed as a lead once the caller has held for 20 seconds.

Is it worth it?

The badge puts you at the top of the page with a trust signal people recognise. It pays off if you answer the leads it brings, so before you turn it on, make sure every call gets picked up.

Hear it answer as your business. First month free from its first answered call, then $149/mo.

See how it works

Questions

Does Google Guaranteed still exist?

Google's Local Services Ads pages now describe the Google Verified badge rather than Google Guaranteed.

How much does Google Guaranteed cost?

There's no separate fee for the badge. It comes with Local Services Ads, where you pay per lead.

Am I charged for missed calls on Local Services Ads?

From October 1, 2026, a call missed during business hours is charged as a lead once the caller has held for 20 seconds.

Sources

More guides: How to verify your Google Business Profile · Google Business Profile suspended: how to get it back · Google Local Services Ads: a plain guide for contractors · Voicemail greetings for contractors: examples you can use today · How to get more Google reviews for a trade business · How to get your business recommended by ChatGPT