What Happened to the Google Guaranteed Badge for Plumbers and Electricians? What LSA Contractors Need to Know About How to Verify for the New Google Verified Badge in 2025

If you're a plumber or electrician who's been running Local Service Ads (LSA), you may have noticed the Google Guaranteed badge doesn't look the way it used to, or that people keep calling it something else. You're not imagining it. Google replaced the old badges with a single badge called Google Verified, and the money back guarantee that came with the old one is gone too.

Here's what Google says happened, what you need to do about it (short answer, probably nothing), and what to watch for as Local Services Ads move into Google Ads.

What Happened to the Google Guaranteed Badge in October 2025?

Google's Local Services Help page says it's simplifying its advertiser badging by launching a single badge for all advertisers, called the Google Verified badge. A post from a Product Expert in the Google Business Profile Community says the green checkmark turned blue on October 20, 2025, and that the labels "Google Guaranteed," "Google Screened," and "License Verified by Google" changed to "Google Verified."

So the Google Guaranteed badge, the Google Screened badge, and the License Verified badge became one blue badge. If your customers still call it "the guaranteed thing," that's fine, since the old name stuck around in everyday talk. Google's own pages now say Google Verified.

Do I Need to Do Anything to Keep My Badge?

For existing advertisers, Google says no action is required. All eligible existing advertisers who've completed verification requirements automatically earn the new Google Verified badge, and your ads continue running as usual. New advertisers have to pass Google's screening and verification process before the badge is issued.

Google also says Local Services Ads ranking won't be affected by this change. That's worth remembering the next time someone tries to sell you a badge fix.

What About the Money Back Guarantee?

This is the part owners miss. Google says it's discontinuing the Money Back Guarantee that went with the Google Guarantee badge. Eligible customers could still ask for reimbursement for services booked through Local Services Ads before December 7, 2025, and the request had to come within 30 days of the service being finished. If your sales pitch or your truck lettering still promises a Google backed guarantee, that's worth fixing, since Google no longer offers it.

How to Verify for the Google Verified Badge: What About the Background Check?

Google says the screening and verification process, the way you verify as a home service business, varies by business category and location. It may include a background check, business registration, insurance, and license checks, and minimum review requirements. Homeowners never see the paperwork, they just see the badge. Our read is that for plumbers and electricians, that means proof of your license, your insurance, and who owns the business. Google also says it re-evaluates advertisers from time to time and may ask you to repeat a check, and that failing to complete a requested review can cost you your badge, pause your ads, or lead to account suspension. So when you see a verification notice in your dashboard, take it seriously.

Does the Google Verified Badge Still Move With Your LSA Account Into Google Ads?

Yes, according to Google. Its Google Ads Help migration page says your verified status and Google Verified badge transfer to Google Ads automatically. It adds that insurance and license reverification are no longer required for the move, but if any additional business level checks are ever required, you'll see a notification in your Google Ads account. A few categories that need advanced verification, like locksmiths and garage door companies, are directed to manage their campaigns on the legacy Local Services Ads portal. Google's page names those two as examples, and plumbers and electricians aren't named there.

Our post on the Google Ads migration for contractors explains the rest of the move, and why your Local Services Ads leads stopped coming in helps if the phone goes quiet.

A Short Checklist for Plumbers and Electricians

1. 1Log in and look for any open verification task or notice in your dashboard.
2. 2Check that your license and insurance on file are current, since Google says documents must be active when you submit them.
3. 3Update your truck, website, and flyers if they mention a Google Guarantee or a money back promise.
4. 4Make sure your Google Business Profile name, address, and hours are right, since they sync into Google Ads.
5. 5Keep an eye on your account administrator's email for the move notice, which arrives 14 days before your date.

One More Thing About Trust

The badge says Google checked your business. Your reviews say your customers like you. Those are two different signals, and Google lists them separately, so a great rating doesn't replace the badge and the badge doesn't fix a weak rating. Owners tell us they win calls on reviews, and that's owner talk, not Google.

Frequently Asked Questions

What happened to the Google Guaranteed badge?

Google replaced the Google Guaranteed, Google Screened, and License Verified badges with a single Google Verified badge. Existing advertisers who completed verification get it automatically.

Does the Google Verified badge include a money back guarantee?

No. Google says it's discontinuing the Money Back Guarantee that went with the Google Guarantee badge.

Do I need to reapply for the Google Verified badge?

Google says existing advertisers who completed the verification requirements don't need to take action. New advertisers must complete screening and verification first.

Will my badge transfer when Local Services Ads move into Google Ads?

Google says your verified status and Google Verified badge transfer to Google Ads automatically.

Will the new badge change my Local Services Ads ranking?

Google says ranking won't be affected by the badge change.

If you'd rather have someone check your profile, budget, and settings before your account moves, the Migration Rescue is a flat $2,000, no retainer.

Want a second set of eyes, start with the free Migration Readiness Report, and if you want the whole job done for you the Migration Rescue is $2,000 flat. Start on the home page.