Google Local Services Ads in the UK: the Google Verified badge (formerly Google Guaranteed) explained for trades
Google Local Services Ads in the UK put a small number of vetted local businesses right at the top of Google, above the normal ads, with a badge that tells customers you've been checked. That badge is now called Google Verified (formerly Google Guaranteed). This guide explains how Local Services Ads work for UK trades, who can use them, what verification involves and how you're charged.
Quick answer
Google Local Services Ads (LSAs) are pay-per-lead ads for local service businesses. You pay when a customer contacts you through the ad, not when they click. To run them you need to pass Google's checks, which can include background checks, licence checks and insurance, and link a verified Google Business Profile. Businesses that pass show the Google Verified badge. In the UK, trades such as plumbers, electricians, roofers, carpenters, landscapers and tree services are among the eligible categories at the time of writing.
Google Verified replaced Google Guaranteed
If you've heard of the green "Google Guaranteed" tick, this is what changed.
According to Google's own Business Profile community announcement, from 20 October 2025:
The Google Guaranteed, Google Screened and License Verified by Google labels were combined into a single Google Verified badge.
The badge colour changed from green to blue.
The Money Back Guarantee that came with the Google Guarantee badge was discontinued.
The badge shows on Local Services Ads profiles and can also appear across other Google surfaces, including Google Business Profile.
Existing advertisers didn't need to do anything; profiles updated automatically. The practical point for you: the badge is about verification, not a refund promise. Don't tell customers Google will refund them if a job goes wrong, because that scheme has ended.
Which UK trades can use Google Local Services Ads?
LSAs are only available for certain categories in each country. At the time of writing, Google's UK help page lists categories including:
Plumbers
Electricians
Roofers
Carpenters
Handyman
HVAC (heating or air conditioning)
General contractor services
Landscaping services and lawn care services
Tree services
Fencing services
Flooring services
Garage door services
Window cleaning and window repair services
Pest control, cleaning, carpet cleaning and appliance repair
Water damage services
Moving and junk removal services
Some trades, such as painters and decorators and locksmiths, don't appear on the UK list at the time of writing. Google adds and changes categories, so always check using the eligibility checker on Google's Local Services Ads site before planning around them.
How the pay-per-lead model works
With normal Google Search ads you pay per click, whether or not the person gets in touch. With LSAs, you're charged for each valid lead. Google's help pages describe valid leads as things like:
Phone calls that you answer and have a conversation on
Missed calls that you then return
Messages sent through the ad
Booking requests
Google says leads it determines to be invalid or low quality at the point of contact aren't charged. The price per lead varies by location, job type, lead type and your bidding setting.
Bidding options
Google currently offers three bidding modes:
Maximise leads: Google sets your bids to get as many leads as possible within your weekly budget. This is Google's recommended option.
Target cost per lead: you set (or accept Google's suggested) target price around the average you're happy to pay.
Max per lead: you set the most you'll pay for a single lead.
You set a weekly budget. Google notes it can take about two weeks for results to settle while the system learns about your business, so don't judge it on the first few days.
Verification requirements
To get the Google Verified badge, your business has to pass Google's screening. According to Google's UK help page on how providers qualify:
Background checks: business owners, and in some cases individual workers, may be checked by third-party companies Google works with.
Licence checks: where a licence applies to your trade or area, Google checks it.
Insurance: where applicable, your business must be insured. The type and minimum amount depend on your category and location.
Google Business Profile: in the UK and some other EMEA countries, you need to link and verify your Google Business Profile to confirm you own the business.
Reviews: Google keeps collecting ratings and reviews from customers, and serious negative feedback can affect how you're shown.
Have your insurance documents, company details and ID ready before you start, and make sure the business name and address match across your Google Business Profile, website and paperwork. Mismatched details can slow verification down.
How Google decides who shows first
Only a few businesses appear in the Local Services box, so ranking matters. Google's help page on ad rankings says it looks at:
Your bid: the most you're willing to pay for a lead.
Responsiveness: how quickly you respond, and Google notes missed calls may count against you.
Relevance: how well your job types and service areas match the search.
Profile quality: your rating, number of reviews, response time, photos and the verification checks you've completed.
In short, answering the phone and collecting genuine reviews matters as much as budget. Google's own tips also suggest selecting all the job types you actually do, adding good photos of your team and work, turning on message leads, and aiming for at least five reviews, as businesses may need that to show.
Lead disputes and credits in the UK
This is the part many UK trades get caught out on. Google used to let advertisers manually dispute bad leads, but that process has been phased out in favour of automated credits.
However, Google's help pages state that automated lead credits aren't available for advertisers in EMEA, which includes the UK. What UK advertisers can do is rate each lead and use the lead feedback survey to flag poor-quality leads. Google says this feedback helps it send you more of the leads that suit your business.
So in practice:
Go through your leads regularly and rate every one.
Mark job types you don't do and areas you don't cover as soon as you notice them, then fix your settings so they stop coming.
Keep your business hours accurate, so you're not getting leads when nobody can answer.
Track your own cost per job won, not just cost per lead.
LSA vs Google Search ads
Local Services Ads and standard Google Ads are different products and many trades use both.
LSAs: pay per lead, Google Verified badge, limited control over wording, fewer settings to manage.
Search ads: pay per click, full control over keywords, ad text and landing pages, more room to target specific high-value jobs.
We cover the second option in our guide to Google Ads for tradesmen, and how both fit alongside SEO in digital marketing for tradesmen.
Common LSA mistakes
Missing calls, which can hurt your ranking as well as losing the job.
Selecting job types you don't really want, then paying for leads on them.
Service areas that are too wide for how far you'll actually travel.
Too few reviews on your profile.
Telling customers about a money-back guarantee that no longer exists.
Never rating leads, so Google has nothing to learn from.
FAQs
Is Google Guaranteed still available in the UK?
The Google Guaranteed name has been replaced. Since 20 October 2025, Local Services Ads use the Google Verified badge, and the associated Money Back Guarantee has been discontinued.
Do I pay for every phone call?
You pay for valid leads. Google says it doesn't charge for leads it identifies as invalid or low quality when the contact is made, but automated credits for previously charged leads aren't available to UK advertisers.
Can I get Local Services Ads as a painter and decorator?
At the time of writing, painting doesn't appear on Google's UK category list. Check Google's eligibility tool, as categories change.
How long does verification take?
It depends on your category and how quickly you supply documents. Having insurance, ID and business details ready speeds things up.
Get set up properly
Lead Pilots sets up and manages Google Local Services Ads for UK trades, including getting through Google Verified checks and keeping lead quality under control. See our services, then book a free, no-obligation consultation for a clear quote.
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