The Bottom Line Up Front

Change in digital advertising is constant, but our goal is to make sure you’re always ahead of the curve. The shift to the Google Verified badge marks a major milestone in the Local Services Ads platform. OMG National is monitoring this rollout closely, sharing client feedback with Google, and ensuring your campaigns remain successful during and after the transition.

Introduction

If you use Google Local Services Ads (LSAs), you may have recently noticed changes to how your ads appear in search results. Perhaps the familiar green ‘Google Guaranteed’ badge has vanished, or maybe it’s been replaced by a blue checkmark or a ‘Google Verified’ label.

As a Premier Google Partner, we want to assure you that these changes are not a cause for alarm. They began as experiments and are now transitioning into a permanent update.

The Official Update: Google Verified Badge Rollout

Google has confirmed that effective October 20, 2025, all Local Services Ads providers will transition to the new Google Verified badge. Older designations (Google Guaranteed, Google Screened, and License Verified) will be retired. The Google Guarantee Money Back protection program will also be discontinued.

Key points to know:

• Automatic transition: If you’re already verified, no action is required.
• All providers will be notified on August 20, 2025.
• The change simplifies trust signals and creates consistency across ads.

Why Is Google Doing This?

Google continuously tests to refine user experience and determine which ad formats build the most trust and generate the most engagement. These experiments informed the final decision to unify badges into the Google Verified designation.

Experiment #1: The Hidden Badge

• Google tested whether ads performed differently without a badge on the search results page.
• Badges were hidden only on the main results page, but still visible in profiles.
• Your verified status and protections were never removed.
• Rankings and leads were not impacted.
• Accounts were randomly selected and cannot opt out.

Experiment #2: New Badge Designs

Google also tested new badge designs under a ‘Unified Badge’ experiment:

• Green checkmark with ‘Google Verified’
• Blue checkmark with ‘Google Verified’
• A simple blue checkmark next to your business name

These were cosmetic only, with no effect on ranking or lead flow.

What This Means for You

For our clients, prospects, and internal teams, the message is one of reassurance and clarity:

1. Your verification status is secure: The new badge replaces old ones automatically.
2. The Money-Back Guarantee is ending: The program will sunset, but your verified trust signal continues.
3. Performance remains stable: Ad ranking mechanics are unchanged.
4. OMG is your partner: We are here to guide you through these changes and keep your campaigns strong.

Need Help?

If you have questions about these changes or your digital marketing strategy, contact your OMG National analyst or our client services team.

Interested in signing up for Google Local Service Ads? Contact us today: https://omgnational.com/contact/ or call 800.789.4619