Google Local Services Ads are pay per lead advertisements that appear at the top of Google search results for local service businesses, showing a badge, your reviews, and a way for customers to call or message you directly. In October 2025, Google retired the separate Google Guaranteed, Google Screened, and License Verified badges and replaced them with a single Google Verified badge. If you have seen “Google Guaranteed” mentioned elsewhere and are wondering whether that still applies, here is what changed and what it means for your business.

What Are Google Local Services Ads?

Google Local Services Ads (LSAs) are a separate advertising product from standard Google Ads. Instead of paying per click, a business pays per qualified lead, meaning a phone call, message, or booking request that comes through the ad. LSAs are built for local service providers such as law firms, dental practices, and home service companies, businesses that convert customers through phone calls and appointments rather than online purchases.

What Happened to the Google Guaranteed Badge?

As of October 20, 2025, Google combined three separate advertiser badges, Google Guaranteed, Google Screened, and License Verified, into one unified Google Verified badge. Businesses that had already completed Google’s screening and verification process automatically received the new badge with no action required. New advertisers now complete the same screening and verification process to earn the Google Verified badge instead.

Google also discontinued the money back guarantee that was tied to the previous Google Guaranteed badge. Customers who booked eligible services through Local Services Ads before December 7, 2025 could still request reimbursement within 30 days of the service completion date. Google has stated that Local Services Ads ranking is not affected by the badge change. (Google Local Services Help)

How Do Google Local Services Ads Differ From Google Ads?

Google Ads is a pay per click platform where a business bids on keywords and pays when someone clicks an ad, whether or not that click becomes a customer. Google Local Services Ads is a separate pay per lead product where a business only pays when a qualified lead comes through the ad. Because the two products use different pricing models and appear in different placements, many local businesses use them together: Google Ads for broader visibility and keyword control, and Local Services Ads for high intent local leads carrying the Google Verified badge.

How Does the Screening and Verification Process Work?

To display the Google Verified badge, a business generally needs to pass Google’s screening and verification process. Depending on the business category and location, this can include a business registration check, license verification, insurance confirmation, and a background check for the business owner or relevant staff. (Google Local Services Help)

Is Google Local Services Ads Right for Your Business?

Google Local Services Ads tend to work best for businesses that:

• Serve customers within a defined local area
• Generate business primarily through phone calls, messages, or booking requests
• Can meet Google’s licensing, insurance, or background check requirements for their category
• Want to pay for qualified leads rather than clicks

If your business fits that profile, Local Services Ads can be a strong complement to Google Ads, Local SEO, and your Google Business Profile.

How Black Belt Digital Marketing Can Help

Black Belt Digital Marketing sets up and manages Google Ads and Google Local Services Ads individually, since the right mix depends on your business, budget, and goals. We help businesses work through the Google Verified screening and verification process, structure campaigns around the leads that matter most, and track results so you know what your paid advertising is actually producing. Local SEO strengthens your unpaid presence in Google Maps and organic search, working alongside your paid campaigns rather than replacing them.

Ready to Add Google Local Services Ads to Your Marketing?

If you are ready to find out whether Google Local Services Ads and the Google Verified badge fit your business, contact Black Belt Digital Marketing for a free consultation. We will help you decide whether Local Services Ads, Google Ads, Local SEO, or a combination makes the most sense for your goals and budget.

Contact Black Belt Digital Marketing today to find out if Google Local Services Ads is the right next step for your business.

You can also reach out to us for a free analysis, or get your free report to see where your business stands online right now.