The Google Guaranteed Badge Is Getting Deleted

The Google Guaranteed badge is getting deleted along with Google’s Money Back Guarantee to LSA customers.

If you've been using Google Local Services Ads, this change could impact how your customers see and trust your business.

We’ve seen lots of changes at Google over the past 20+ years. We’ve watched way back in 2015 when Google launched “Home Service Ads” to its first test market. Since then, it has blown up and become a great way for certain home service pros to get placement at the absolute top of Google.

But today we’re talking about the end of the Google Guaranteed badge as we know it AND the sunsetting of the Money Back Guarantee program - two key components of Google Local Service Ads.

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The Green Badge Is Gone

But what’s replacing it? And is it better or worse?

Google is getting rid of the green "Google Guaranteed" badge starting October 2025. The "Google Screened," "License Verified," and Money Back Guarantee tags are being folded into a new badge. All businesses will now just be labeled Google Verified.

• Everyone in Local Services Ads will show a different icon than before
• Even if your credentials haven’t changed, the way you're presented to leads will
• Google says this will help "simplify" the platform, but it could also cause confusion

Say Goodbye to the Money Back Guarantee

One of the bigger changes is that Google is killing off the Money Back Guarantee at the same time. This was a huge trust-builder for many homeowners.

It was one of the reasons why Local Service Ads were more attractive to potential customers, because there was a bit of a financial safety net in a day and age where people are so leery of who they allow into their homes

Without it, potential customers may think twice before choosing you—especially if they're comparing pros

This makes your reviews and reputation more important than ever

You may need to update how you talk about the program on your site or in your sales pitch

So What Do You Need To Change

How do you talk about your badge now without sounding outdated or misleading?

If you’re a current Google Local Service Ads user and have a Google Guaranteed badge - you don’t need to take any specific action related to the badge change itself. All of that will change on Google’s end.

What you need to do is shift how you describe your Google affiliation

• No more saying "Google Guaranteed" in your copy - Google will want to see "Google Verified"
• Update landing pages, sales scripts, and social posts to reflect the new branding
• Keep things accurate so you don’t accidentally confuse customers with any misrepresentation

Will This Hurt Your Leads? Or Help?

The visual change alone might confuse past users or lower consumer trust (at least at first), but that will be impacting EVERYONE who had these other badges

• Some folks might assume the badge downgrade means less credibility
• But if you’ve got strong reviews, great photos, and consistent messaging, you can weather the storm

This is your time to double down on trust signals—think review management, before-and-after pics and projects, and a complete Google profile

A Possible Silver Lining For Google Guaranteed Badge Holders

I’m hopeful that Google may use the new “Google Verified” badge in more places than just your LSA account.

From the same blog post that announced these changes, Google also said "The Google Verified badge will display on the Local Services Ads profile, and it may dynamically appear on other surfaces where it adds consumer value."

So we know that the new badge will show on your Local Services Ads profile and but it might also appear elsewhere, like, who knows, maybe your Google Business Profile in the future.

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So yes, Google Guaranteed is going away—but what matters most is how you adapt.

The badge change is coming whether you like it or not. What you say about your business and how you prove your trustworthiness now matters more than ever.

Start making small updates today so you're not scrambling on October.

If you need help staying on top of changes at Google and how they may impact your home services business, the pros at Footbridge Media are always ready to help.

Reach out today to learn more about why thousands of contractors just like you have trusted our Google Local Service Ads Management and our online marketing services for over 20 years.

About Chris Lonergan

Chris Lonergan has over 13 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.

Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Turf Magazine (For Landscaping and Green Industry Professionals) Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.

About Chris Lonergan