Google Simplifies Local Services Ads Trust Signals with New “Verified” Badge

Google is streamlining its approach to trust indicators within Local Services Ads (LSAs). Beginning October 2025, Google will retire its multiple trust badge programs, such as Google Guaranteed and Google Screened, and replace them with a single, comprehensive designation: the Google Verified badge. This update is designed to simplify user trust and enhance clarity for advertisers, including medical professional.

If your business is already listed as a Google Screened advertiser, no action is needed. Google will automatically transition these accounts to the new Verified badge once the rollout begins.

What Is the Google Verified Badge?

The Google Verified badge serves as a unified, all-in-one trust signal for Local Services Ads. It will now represent what previously required multiple separate labels, ensuring users understand, at a glance, which businesses have passed key trust and safety checks.

To receive this badge, businesses must undergo verification processes that may include:

• Active license verification
• Completion of background checks
• Submission of proof of insurance

This verification is not permanent by default. Maintaining Verified status will require businesses to keep their documentation up to date, or risk losing both the badge and visibility in LSAs.

Users will also be able to click on the badge to view the specific vetting criteria a business has met—enhancing transparency and helping potential clients and patients make informed decisions more efficiently.

Why Google Is Making the Change

The previous system created confusion, as trust signals varied across industries and were often inconsistent. Some badges implied background checks, others hinted at guarantees, but few clearly explained their criteria. Even advertisers struggled to interpret the differences, let alone potential patients.

By consolidating all trust signals under the Google Verified badge, Google is removing ambiguity and creating a more consistent and user-friendly experience. For medical professionals, this represents a clearer path to building credibility and standing out in a competitive local search environment.

Timeline and Next Steps

The update will officially roll out in October 2025. At that point, all current trust badges will be replaced by the new Google Verified designation. If your practice already holds a badge within LSAs, no additional steps are required.

To get a Google verified badge for LSA a business that did not previously have one, be ready to present the following to Google:

• Ensure licenses and registrations are accurate and current
• Complete all necessary background screenings
• Provide up-to-date insurance documentation

Importantly, this is not a one-time requirement, ongoing verification is necessary to maintain badge status and ad visibility.

Ensure Your Practice Is Ready

Changes like this aren’t just about aesthetics, they can significantly impact your business’s lead flow, visibility, and marketing ROI. At MedShark Digital, we help medical professionals stay ahead of industry shifts by ensuring your local advertising and compliance strategies are fully aligned with Google’s evolving standards.

From managing documentation to optimizing ad performance, we provide the guidance you need to thrive in the updated Local Services Ads environment.

Contact MedShark Digital today to make sure your practice is fully prepared before the October rollout takes effect.