Key Highlight: As of October 20, 2025:

• Google will officially retire the Google Guarantee, Google Screened, and License Verified badges.
  
  
• They will be replaced by one unified badge: Google Verified.
  
  
• The Money-Back Guarantee that was tied to Google Guarantee is being eliminated. 

You’ll still need to meet the same verification standards (background check, license, insurance). The difference lies in how the badge looks and how Google showcases your trust signals.

When potential clients search for legal services, they look for trust, verification, and assurance. That’s why the recent update from Google to its local-services ad badging system is worth your attention. As of October 20, 2025, Google will transition away from multiple trust badges and introduce a single streamlined badge: “Google Verified.” At the same time, it will discontinue the widely-known Google Guarantee badge and along with that, the associated Money-Back Guarantee for services booked via Local Services Ads (LSAs).

If you are a lawyer using or considering using Google Local Services Ads, it’s important to understand how this change affects your visibility, your messaging, and your client trust-signals. In this article, we unpack the key updates, what they mean, and how to prepare for what’s next.

What’s Changing: From Multiple Badges to One

Historically, Google’s Local Services Ads platform featured a number of badges:

• The Google Guarantee badge (green checkmark) for many home-service providers and some professional service categories
  
  The Google Screened badge for certain high-trust professional services (including some legal, financial, etc)
  
  The License Verified by Google badge in other select categories. Each of these badges carried slightly different meanings, credentials, and sometimes financial protections.

Why This Matters for Legal Services

For law firms using or exploring LSAs or for those thinking about how they show up in search, this update has several meaningful implications:

1. Trust Signals Shift Even More to Your Firm’s Profile
   With the guarantee component removed, potential clients’ trust will rely more heavily on other signals: your reviews, your responsiveness, your verified credentials listed by Google, and your presence in the ad.
   
   As a lawyer, you should make sure your profile is primed: up-to-date business information, strong reviews, clear offerings, and licensing displayed if possible.
2. Messaging Must Be Updated
   If your firm’s marketing currently says “Google Guaranteed” or references the Money-Back Guarantee, you’ll need to update your website, ad copy, brochures, social posts, and any training your staff uses.
3. No Action Needed (for Verified Firms), But Proactive Steps Are Smart
   Google has announced that existing advertisers who have already passed verification will be automatically transitioned to the Google Verified badge.
   
   But “no action” doesn’t mean “ignore.” Use this transition as an opportunity to audit your LSA presence:
   
   
   • Verify your licensing and background check status inside Google’s dashboard.

1. • Encourage recent clients to leave reviews, especially good ones, since trust now leans more heavily on that.

1. • Check any marketing collateral to remove outdated badge references.

1. • Monitor lead volume, cost-per-lead, conversion rate to detect if any change in visibility or performance occurs.

Five Key Steps for Lawyers to Take Now

To ensure you’re not caught off guard and are positioned for success post-October 20th, here are practical steps:

1. Audit Your Google Local Services Profile
   
   
   • Make sure your business name, address, phone number, and categories are correct.

1. • Confirm that your licensing and insurance (if required) are current and uploaded.

1. • Review all past lead responses: ensure you are meeting responsiveness targets.

1. Update All Marketing & Web Copy
   
   
   • Change any mentions of “Google Guaranteed,” “Money-Back Guarantee,” or the former green badge icon.

1. • Replace with “Google Verified” badge/logos where appropriate (once visible).

1. • Add short explanatory messaging: “Our firm has earned Google Verified status through background and license checks” (if true).

1. Encourage and Manage Reviews Heavily
   
   
   • Ask satisfied clients to leave Google reviews.

1. • Respond promptly to all reviews (positive and negative).

1. • Display strengths, especially if you serve a niche like personal injury, estate planning, immigration - emphasise your specialization plus your verified status.

1. Monitor KPIs and Lead Quality Post-Transition
   
   
   • Track cost per lead, conversion rate, and lead volume.

1. • If you notice dips or changes around or after October 20th, consider adjusting your ad spend, categories, lead filters.

1. • Keep a close eye on search queries and ad placements: sometimes transitions reveal areas to optimize (geo targeting, negative keywords, service categories).

1. Educate Your Staff & Clients
   
   
   • Make sure intake and sales teams know: “Yes, we’re Google Verified now.”

1. • Be prepared for questions: some clients might ask “What happened to the guarantee?” Have a clear answer: “The guarantee program ended; however, we remain fully licensed, highly rated, and now have streamlined Verified status.”

1. • On your website and in client FAQs, include a brief explanation about the trusted badge change - this builds transparency and trust.

Final Thoughts

The shift from multiple badges to a single “Google Verified” badge marks a key moment in Local Services Ads and presents both stability and opportunity for law firms. While the removal of Google’s Money-Back Guarantee might sound like a loss, in reality, Google and analysts alike believe its removal won’t significantly harm trust, because it was seldom used. What truly matters is how you maintain, build, and highlight your legitimacy through reviews, service excellence, and clear communication.

For lawyers, this is a moment to audit, update, and double down on your local service ad strategy. Show up strong. Stay responsive. Use the change as a differentiator rather than a disruption. If you do it right, the “Google Verified” badge can become another asset in your credibility toolbox.