Google Verified: Formerly Google Screened

Updated: Sep 8, 2026

In today’s competitive market, building trust with potential customers is crucial, especially for local businesses.

Whether you run a law firm, financial planning service, or real estate agency, clients need assurance that your services are credible and reliable.

Google Verified is now the Local Services Ads badge for eligible advertisers that complete the required checks. Google Screened is the former name used for many professional-service categories.

This guide explains the former Google Screened program, its move to Google Verified, and the checks professional-service businesses complete today.

What Was Google Screened?

Google Screened was a certification program designed to help professional-service firms build trusted reputations online. Google replaced it with Google Verified in October 2025.

Businesses that pass Google’s rigorous screening and verification process can now receive the Google Verified badge, prominently displayed next to their business name in Local Services Ads and search results.

This badge serves as a powerful trust signal to potential customers, indicating that your business has been thoroughly vetted by Google.

Before the October 2025 transition, Google used separate Google Screened and Google Guaranteed labels for different service categories. Both paths now lead to Google Verified.

The former Google Guaranteed program used a different checkmark and included a Money Back Guarantee. Google discontinued that reimbursement program; its current documentation only covers qualifying services booked before December 7, 2025, subject to the claim deadline.

Historically, Google Guaranteed covered many home-service categories such as plumbers, roofers, and electricians, while Google Screened covered professional services such as legal services, financial planning, and tax accounting. Google Verified now unifies those labels.

Industries Covered:

Why Should Local Businesses Complete Google Verification?

1. Stand Out in Search Results:

Enhanced Visibility: Businesses with the Google Verified badge are prominently displayed in Local Services Ads, increasing your chances of being noticed by potential clients.

2. Build Instant Trust:

Credibility at a Glance: The Google Verified badge acts as a trust signal, reassuring clients that your business has met Google’s high standards for professionalism, licensing, and reliability.

3. Gain a Competitive Edge:

Differentiate Your Business: In industries where reputation matters, the Google Verified badge sets you apart from competitors who may not have undergone the same level of scrutiny.

4. Drive More Qualified Leads:

Attract the Right Clients: Clients who see the Google Verified badge are more likely to choose your services, leading to higher conversion rates and more qualified leads.

How to Get Google Verified

Step 1: Check Your Eligibility

Visit Google's Eligibility Page: Determine if your business is in an eligible industry and region. The program is available in select locations and industries, primarily in the U.S. and U.K.

Step 2: Gather Necessary Documents

Prepare Your Documentation: This includes business licenses, insurance information, and background details on key personnel. These are critical for passing Google’s screening process.

Step 3: Apply Through Google Local Services Ads

Set Up Your Google Ads Account: If you don’t already have one, create a Google Ads account. Navigate to the Local Services Ads section and begin your application by providing detailed information about your business.

Step 4: Undergo Background Checks

Complete Google’s Screening Process: Depending on your industry, Google will conduct background checks on business owners and key personnel. These checks may include criminal background checks, license verifications, and insurance confirmations.

Step 5: Meet Google’s Criteria

Ensure Compliance: Your business must meet all of Google’s eligibility requirements, such as maintaining proper licensing and insurance coverage , which are verified periodically.

Step 6: Verification and Approval

Receive Your Badge: Once Google reviews and approves your application, your business will receive the Google Verified badge, which will be displayed in search results.

Step 7: Maintain Your Status

Stay Compliant: Keep your licenses and insurance updated and continue to meet Google’s requirements to maintain your Google Verified status.

Detailed Industry-Specific Requirements

1. Real Estate Agents and Brokers:

U.S.: Must pass a license check. In some states, additional background checks are not required if already mandated by the state for licensing.

U.K.: Must pass business registration and insurance checks. Background checks are not required.

2. Lawyers:

U.S.: All active law licenses are verified. No separate background check is needed as this is covered during state licensing.

3. Financial Planners:

Business-Level: Must pass a background check.

Individual Professionals: Must pass both a license check and a background check.

4. Child Care and Preschool Providers:

License Check: Mandatory for all providers. No separate background check is required as these are covered under state licensing requirements.

5. Wellness Providers:

Must meet background checks, license requirements, and insurance requirements.

6. Home Service Providers, Auto Care Providers, and Beauty Providers:

Available in specific verticals in California and Florida. Must meet background checks, license requirements, and insurance requirements.

Start Advertising with Google Local Services Ads

Google Verified now provides the verification badge that Google Screened and Google Guaranteed previously supplied to different service categories.

By advertising with Google Local Services Ads , you can increase visibility and attract more qualified leads.

Need help? PrimeLSA.ai specializes in managing Google Local Services Ads, helping businesses navigate Google Verified requirements and drive profitability. Schedule a consultation to optimize your online advertising strategy.

Google Verified professionals have passed extensive business checks. The process varies by business category and location and may include background, business registration, insurance, and license checks, and minimum review requirements. View Source