Google Guaranteed vs Google Screened: two badges, two different games.
Both badges come from Google's screening program, both put a checkmark next to your name at the very top of search — but they apply to different industries and promise different things. If you're a contractor, Google Guaranteed is the one you want, and it's the ticket into LSA (Local Services Ads) — the pay-per-call listings above every other ad on Google. Here's what each badge means, what the screening takes, and what it costs.
- 1Google Guaranteed — for the tradesHome services: roofing, plumbing, HVAC, electrical, garage doors, pest control and ~70 more categories. Google verifies your license and insurance, runs background checks, and backs the customer's job up to $2,000 if something goes wrong. That's the green checkmark homeowners trust.
- 2Google Screened — for professional servicesLawyers, financial planners, real estate agents, immigration consultants. Google verifies professional licenses and runs background checks, but there's no money-back guarantee — the stakes of a bad haircut and a bad estate plan aren't insurable the same way.
- 3Same engine underneathBoth badges are the entry requirement for Local Services Ads — you can't run LSA without passing the screening. The badge is free; you pay only when a real customer calls. See what LSA leads cost by trade.
The badges, compared.
| Google Guaranteed | Google Screened | |
|---|---|---|
| Who it's for | Home services (contractors) | Professional services |
| Badge | Green checkmark | Checkmark, no guarantee wording |
| Customer protection | Google refunds up to $2,000 | None |
| Screening | License, insurance, background checks | License + background checks |
| Badge cost | Free — you pay per lead in LSA | Free — you pay per lead in LSA |
| Approval time | 1–3 weeks | 1–3 weeks |
Already badged and wondering why the phone's quiet? The badge gets you in the auction — reviews, answer speed and budget decide who wins it. That's the difference between how LSA works and how LSA is won.
What Google Guaranteed screening actually takes.
1. Business verification
Legal business name, address, service area and hours — matched against your Google Business Profile. Mismatches between your GBP, your license and your application are the most common silent rejection.
2. License & insurance docs
State license (DBPR for Florida trades) and a certificate of insurance meeting Google's minimums. Incomplete COIs cause most delays — have your agent issue it with Google's exact requirements the first time.
3. Background checks
Run by Google's partner at no cost to you, on the business owner — and in some trades, on field employees. Takes 1–2 weeks on its own, which is why we submit screening on day one of every engagement, before anything else is built.
Weighing LSA against regular search ads while you wait out the screening? Here's the Florida-numbers comparison: LSA vs. Google Search Ads →
Questions contractors ask about the badges.
What is the difference between Google Guaranteed and Google Screened?
Google Guaranteed is for home-service trades (roofing, plumbing, HVAC, electrical): Google verifies license and insurance, runs background checks, and backs the customer's job up to $2,000 — shown as a green checkmark. Google Screened is for professional services (lawyers, financial planners, real estate): Google verifies licenses and runs background checks, but there is no money-back guarantee.
How much does the Google Guaranteed badge cost?
The screening and the badge itself are free. You only pay when the badge runs inside Local Services Ads and a customer actually calls or messages you — typical South Florida per-lead costs run $30–$180 depending on trade. Full breakdown: LSA cost by trade.
How long does Google Guaranteed approval take?
Typically 1–3 weeks in Florida: business verification, license and insurance document checks, and background checks on the owner (and in some trades, field workers). Incomplete insurance documents are the most common delay — submit everything on day one.
Does the Google Guaranteed badge actually get more calls?
Yes — the badge is the whole point of the format. Google Guaranteed listings sit above every search ad and the map pack, and homeowners consistently pick badge-holders over unknown companies because Google backs the work up to $2,000. Combined with pay-per-call pricing, it's usually the cheapest qualified lead in the trades — though whether it pays off for your shop depends on reviews and answer speed; here's an honest take on whether LSA is worth it.
Get badged, get ranked, get calls.
The free audit checks whether you qualify for Google Guaranteed, what leads cost in your trade and city, and what your top three competitors are running — in writing, within 24 hours.
No card. No contract. Takes one phone call.