Google Verified Badge

What UK Businesses Need to Know

From 20 October 2025, Google is replacing all Local Services Ads badges (like Google Guarantee and Screened) with one clear badge: Google Verified.

 

What’s Changing?

• One single badge will show customers your business is verified by Google.
• The Google Money Back Guarantee will stop. Claims can only be made for jobs done before 20 October 2025 (within 30 days of the job).
• If you already advertise and are verified, you don’t need to do anything, unless you don’t have a VAT or Business number referenced – read more on this here.
  https://www.npta.org.uk/google-local-services-ads-important-update-for-small-uk-businesses/

 

What New Advertisers Need

If you’re setting up Local Services Ads for the first time, you’ll need to pass Google’s checks:

• Business registration – usually Companies House details (for LTDs) or a VAT number.
• Insurance documents – proof of cover (amount depends on your trade).
• Licences – if your work is regulated (e.g. pest control, electrical, gas).
• Google Business Profile – claimed and verified in your name.

Only once these are approved will you get the Google Verified badge.

 

What If You’re Not VAT-Registered or LTD?

This is where many small UK businesses may struggle. Utility bills are no longer accepted, and at present Google hasn’t confirmed if sole traders can use alternatives like an HMRC UTR (Unique Taxpayer Reference).

If you don’t have VAT registration or a Companies House record, you may not be able to get verified for Local Services Ads.

Key Points

• Existing advertisers: no action needed (unless you have been advised by Google).
• New advertisers: be ready to provide registration, insurance, licences, and a verified Google Business Profile.
• Sole traders without VAT or LTD status: watch for updates, as options are still unclear in the UK.

 

Frequently Asked Questions

1. What is the Google Verified badge?
   It’s a new trust mark that shows your business has passed Google’s verification checks. From 20 October 2025, it will replace all existing ad badges, including the Google Guarantee.
2. Do I need to do anything if I already advertise?
   No. If you’ve already completed Google’s verification, your badge will automatically switch to Google Verified, and your ads will keep running as usual. Unless you have heard from Google to re-verify your account – please see our article on this.
   https://www.npta.org.uk/google-local-services-ads-important-update-for-small-uk-businesses/
3. What if I’m a new advertiser?
   You’ll need to go through Google’s screening and verification process before your ads can display the badge. This may include checks on your business registration, insurance, and licences (depending on your trade).
4. Will the new badge affect my ad ranking?
   No. Your ad position in search results won’t change because of this update. Ranking continues to depend on factors like proximity, reviews, and responsiveness.
5. What’s happening to the Google Money Back Guarantee?
   The scheme will end on 20 October 2025. Customers can still make claims for work completed before that date, but only if the request is submitted within 30 days of the job.
6. How will customers see the new badge?
   The badge will show on your Local Services Ads profile and may also appear in other places where it helps customers make informed choices.