Google’s New “Verified” Badge: What Local Businesses Need to Know Before October 2025

Trust is a tricky thing online. We have all been there, scrolling through search results, glancing at ads, and asking ourselves: “Can I actually trust this plumber, or am I about to get ghosted after the deposit?” That uncertainty is exactly what Google is trying to patch with its latest move: the new Google Verified badge rolling out for Local Services Ads (LSAs).

From 20th October, 2025, that neat little green tick will start to appear across LSAs for businesses that meet Google’s stricter verification requirements. And while it might look like just another icon, for local businesses it could be the difference between being chosen or being skipped. Let’s unpack why.

So, what exactly is changing?

Google confirmed in August 2025 that businesses advertising through LSAs will now need to meet enhanced verification checks to display ads with the new green “Google Verified” badge.

It is not a totally new idea. Remember the old “Google Guaranteed” and “Google Screened” programmes? Those badges showed customers a business had passed background checks, licence verification, or insurance confirmation. The difference here is that Google is consolidating and rebranding. The new badge, sleeker, simpler, more universal, says: “We have checked them out. You are safe to hire.”

And for customers, this is not just cosmetic. In Google’s own words, the badge aims to boost trust and transparency in a marketplace crowded with ads. For businesses, though, it means something else entirely: a new hoop to jump through, yes, but also a fresh opportunity to stand out.

Why this matters for local businesses

Here is the thing, competition online is not fair. Some businesses are great at SEO, some are not. Some pay heavily for ads, others cannot. What the Verified badge does is reset the stage a little. It levels the trust factor.

Imagine you are a homeowner searching for an emergency electrician at 2am. You have got three ads staring back at you. Two of them just show the company name. The third? It has got a green Google Verified tick. Which one do you click? You do not even need to think twice.

That is the psychology Google is banking on. A badge becomes shorthand for safety. And in industries where scams or fly-by-night operators are common, think locksmiths, roofers, pest control, it is a game-changer.

For the businesses that get verified, it is a credibility rocket. For those who do not, well, customers might start wondering why.

A small digression on trust (because it matters)

We underestimate just how emotional buying decisions are, especially when it comes to local services. It is less about comparing service menus and more about that gut feeling: “Can I trust this person in my home?”

It is like walking down your high street. One bakery has a long queue and a shiny hygiene rating in the window. Another has no one inside and a smudged chalkboard sign. Rationally, they could bake equally good bread. Emotionally, you have already chosen.

Google’s Verified badge is basically the digital version of that window sticker. It taps into that same instinctive preference, nudging people towards what feels safe and reputable.

What you will need to do

Now, let us get practical. If you are a local business running LSAs, you cannot ignore this. Here is what the roadmap looks like based on Google’s update and industry commentary:

• Enhanced Verification Checks – Expect background checks, business licence verification, insurance proof, and potentially identity verification for business owners.
• Re-verification for Existing LSAs – If you already run LSAs, you will need to update and resubmit documents to earn the new badge. Old badges will not carry over.
• Ongoing Monitoring – Google is known to re-check periodically. That means your badge is not “once and done”, you will need to stay compliant.
• Deadline: October 20, 2025 – After this date, businesses without the new badge may still advertise but could lose visibility against verified competitors.

And let us be honest: if your competitor’s ads are sitting pretty with a green badge while yours is not, who is really going to win the click?

Does this mean more paperwork?

Yes. And no. Sure, you will have to gather insurance papers, licences, maybe even DBS checks if you are in certain sectors. But let us not frame it as bureaucracy, it is really just Google codifying what reputable businesses already have.

Think of it like tidying your shop window. It is annoying in the moment, but once it is done, it pays off every single day.

The bigger picture: Google’s trust strategy

Here is a thought: Google is not doing this purely out of goodwill. Ads are its cash cow, and LSAs in particular thrive on trust. The more consumers believe those ads are safe, the more they will click, and the more businesses will pay to be there.

It is not cynical, it is strategic. Trust equals clicks, clicks equal revenue. But in this case, it is one of those rare win-wins. Customers feel safer, and businesses that play by the rules get rewarded.

Interestingly, this fits into a wider digital trend. Platforms from Airbnb to Etsy have leaned into verification, badges, reviews, guarantees, because modern consumers crave reassurance. We are sceptical creatures online. We need symbols that say: “Do not worry, we have checked them out for you.”

What happens if you do not bother?

Let us be blunt: you will probably still show up, but with less credibility. And that gap will widen over time.

Think about restaurants without Google Reviews, or Instagram accounts without a verified tick. They do not disappear, but they get overlooked. The same could happen with LSAs. Over time, the absence of the badge could almost become a red flag.

Worse still, your competitors who do take the time to verify will edge ahead, not just in clicks, but in reputation. Remember, people talk. A neighbour saying “I used the one with the green tick, they were great” carries weight.

Let us talk psychology again (because Google certainly does)

One small icon, strategically placed, can tilt decisions more than a dozen five-star reviews. Why? Because reviews still require effort to read and interpret. A badge, though, it is instant. It is like crossing a zebra crossing versus jaywalking. One feels orderly and safe; the other feels risky.

Google knows that in moments of need, burst pipes, broken boilers, people default to the path of least resistance. A green badge becomes that shortcut.

The opportunity for small businesses

Here is the upside. If you are a small, local business that prides itself on doing things properly, insurance, licences, the works, this could actually tilt the field in your favour.

Big competitors can throw money at ads, but they cannot shortcut genuine verification. In a way, this is Google rewarding the businesses that actually are trustworthy, not just the ones with the biggest budgets.

And for many customers, that feels right. People want to support local businesses, but they also want reassurance. The badge becomes a bridge between those two instincts.

Preparing now: practical steps

So what should you do between now and October?

Think of it as polishing both your digital and physical shopfronts.

A quick seasonal tangent

Here is something to chew on: the deadline lands in October, right before the busy pre-Christmas period for many local trades and services. Heating engineers, decorators, even dog groomers see a spike then. If you are not verified by that time, you might find yourself overshadowed during one of the busiest windows of the year.

It is a bit like going into Christmas without fairy lights, you are still there, but you do not shine.

What the industry is saying

Industry chatter (and let us be honest, SEO Twitter loves this stuff) is pretty consistent: this badge will change click-through behaviour. Search Engine Journal highlighted how Google confirmed the badge will “signal to users that a business has passed enhanced checks, boosting confidence and conversions.”

Google’s own blog was a bit more polished, focusing on how it enhances user trust. But strip the PR coating, and the takeaway is clear: verified equals chosen.

Looking ahead

Could this expand beyond LSAs? Quite possibly. Google often tests in one area before rolling changes wider. Today it is local plumbers and roofers; tomorrow it could be e-commerce merchants or even professional services.

If so, businesses that get comfortable with verification now will be one step ahead. Think of it as future-proofing your reputation.

Wrapping up: trust is the new currency

Here is where we land: the Google Verified badge is not just another update to shrug at. It is a shift in how trust is signalled online. For local businesses, it is both a challenge (yes, paperwork again) and an opportunity (stand out, build credibility, win more customers).

You might feel sceptical, another hoop from the tech giant. But honestly, it is also a chance to show off what you have already built: a legitimate, trustworthy business that deserves to be chosen.

And maybe that is the simplest way to see it. The badge is not a new identity; it is a spotlight on the good work you are already doing.

So, the question is: come October, will your ads be wearing that little green tick, or will your competitor’s?