Google Local Services Ads: The Google Verified Switch, What a Lead Really Costs, and How to Stop Paying for Bad Ones

Google retired the Guaranteed and Screened badges and killed the money-back guarantee. Most guides still describe the old system. Here is how Local Services Ads actually work now, set up screen by screen.

Is Google Guaranteed still a thing in 2026?

No. Google retired the Google Guaranteed and Google Screened badges on 20 October 2025, along with License Verified by Google, and replaced them with a single Google Verified blue checkmark. The money-back guarantee attached to the old Guaranteed badge was discontinued at the same time.

What is the Google Verified badge?

It is the single trust badge that now appears on Local Services Ads, shown as a blue checkmark. It replaced the separate Google Guaranteed, Google Screened and License Verified programmes, creating one standard across every LSA category rather than different badges for different trades.

How much do Google Local Services Ads cost per lead?

It depends heavily on category and location. Beauty categories commonly run about $25 to $40 per lead, while legal categories often reach $80 to $100. Budgets are set weekly and Google shows a projected lead range for each tier.

Do you pay per click or per lead on Local Services Ads?

Per lead. You are charged when someone calls or messages through the ad, regardless of whether the enquiry becomes a job. Any call lasting 30 seconds or longer is billed as a lead.

How do Local Services Ads decide who ranks first?

Google cites review quantity and quality, responsiveness to leads, proximity to the searcher, and your bid or budget. Responsiveness carries more practical weight than it appears to: businesses that answer quickly are shown more often, and those that miss calls get throttled.

Can you still dispute bad leads in Local Services Ads?

Not manually, as that process ended in 2024. An automated system reviews lead quality and issues credits for clearly invalid leads such as spam within roughly 72 hours. Anything else must be flagged as Dissatisfied within about 30 days. Credits for out-of-area and wrong-job-type leads no longer exist.

Why are my Local Services Ads not showing after approval?

Most often because they were never switched on. Ads remain paused after verification completes and have to be activated manually. Check the paused toggle first, then confirm your service area, service types and budget are all set.

Are Local Services Ads better than Google Search ads?

They answer different questions. LSAs sit higher on the page and charge per lead, which suits high-value local jobs with strong reviews behind them. Search gives you keyword control, landing pages and creative. Most local businesses eventually run both, reported separately so neither takes credit for the other's jobs.