Google Guaranteed: what it is and why it is not relevant for most Belgian B2B companies

The Google Guaranteed badge was for a long time the green checkmark that sometimes appeared above Google ads, indicating that Google had screened the company in advance and refunded dissatisfied customers. Since 20 October 2025 that label no longer exists in that form: Google merged it with Google Screened and License Verified by Google into a single Google Verified badge, and the money-back guarantee was dropped in the process. But even in its new form the same applies: for most Belgian B2B companies it is simply not an option. The badge is tied to Local Services Ads, an advertising product that is available in Belgium and Europe but only works for specific local service trades (plumbers, locksmiths, lawyers and similar niches). If you do not sell a local consumer service, you cannot get the badge and there is little point putting energy into it. In this article you will read what Google Guaranteed was, what changed, and when it does or does not suit you.

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What exactly was the Google Guaranteed badge?

Google Guaranteed was a certification programme designed to increase consumer trust in local businesses. A company that passed the screening got a green checkmark under its business name, along with a guarantee: if a customer was dissatisfied with the service delivered, they could file a claim and Google would refund the invoice amount up to a certain maximum.

Important to know: since 20 October 2025 that green checkmark is gone. Google replaced the separate Google Guaranteed, Google Screened and License Verified by Google badges with a single, blue Google Verified badge. That new badge still confirms that a company has passed verification (background, licence and insurance), but the money-back guarantee behind the old checkmark no longer exists. Claims for services booked before the transition could still be filed until early December 2025; after that, refunds were discontinued entirely.

Whether it is the old checkmark or the new badge, it is not a standalone button you switch on. It is part of Local Services Ads, a separate ad format that is unrelated to the regular Google Ads campaigns most companies know. No Local Services Ads means no badge. And that ad format is only available in Belgium and Europe for a limited set of local service categories.

Where the badge does appear, it is visually strong. The idea is that a customer comparing two local providers will pick the one with the badge faster, because Google appears to be endorsing the company’s legitimacy.

How does the screening behind the checkmark work?

When you sign up via Local Services Ads, Google checks your business licence, your insurance and your online reviews through the Local Services Ads verification procedure. On top of that they run background checks on the owner and, depending on the type of business, on employees. Only once you pass that screening does the Verified badge appear next to your ad.

Until the end of 2025, a money-back guarantee was attached to that checkmark. It worked like this: if a customer booked a service via Local Services Ads and was dissatisfied afterwards, they could file a claim with Google within 30 days of the service being completed. Google would then get in touch, give you the chance to resolve it with the customer yourself, and ultimately decide at its own discretion on a fair outcome. The refund covered the invoice amount of the original service, up to a lifetime maximum (in the United States and Canada this was 2,000 dollars per customer). Since the move to the Google Verified badge, that guarantee no longer exists: the badge is now purely about legitimacy and compliance, not about refunds.

Unlike classic PPC, with Local Services Ads you do not pay per click but per lead: you only pay when a customer calls or gets in touch. Illegitimate leads (someone outside your service area, or a contact without usable details) can be disputed.

Which companies is this intended for?

This is the heart of the matter. From the start, the programme was built around local service providers for consumers, not around B2B. The eligible sectors differ per country and change as Google expands, but they consistently involve trades such as plumbers, locksmiths, electricians, HVAC installers, cleaning companies, pest controllers and, previously via the related Google Screened programme, professional services such as lawyers, real estate agents and financial planners.

What stands out about that list: these are all services a private individual has carried out on site, with a clear, well-defined job and invoice. That is exactly the profile such a verification programme fits. A B2B service provider with long-running contracts, custom projects or complex partnerships does not fall under that, regardless of whether the programme is available for your sector.

And that last point is the second hurdle. Local Services Ads, and therefore the Verified badge, is only available in Belgium for a limited set of local service categories. Chances are that an eligibility check will simply tell you it is not available for your sector. If you want to check whether it exists for you, do so via Google’s official eligibility check, but do not count on it.

Should I as a Belgian B2B company invest time in Google Guaranteed?

For the vast majority of Belgian B2B companies, the honest answer is: no. Two reasons.

First, availability. Local Services Ads is only available in Belgium for specific local service categories, and your B2B sector probably falls outside it. Investing time in a programme you are not eligible for is wasted effort.

Second, the fit with B2B. Even if you fell into a grey area, the programme is designed for well-defined consumer jobs with a fixed invoice. And since the end of 2025 the badge does not even deliver a money-back guarantee anymore, only a verification stamp. B2B purchases revolve around multiple decision-makers, longer sales cycles and relationships, not around a checkmark confirming the legitimacy of a local service provider. The badge does not solve the real B2B problem (getting enough qualified enquiries in and following them up properly).

So where should you put your budget? Into the channels that do work for B2B and that you fully control yourself. A well-built Google Ads campaign on purchase-intent keywords brings you enquiries directly, and with the right approach you steer it towards lead generation via Google Ads instead of loose clicks. If you work locally or regionally, local SEO often delivers more return than a badge you cannot activate anyway. The common thread: steer on customers and revenue, not on a seal of approval.

Frequently asked questions about Google Guaranteed

Is Google Guaranteed available in Belgium?

The old Google Guaranteed checkmark has not existed since 20 October 2025: it was replaced by the Google Verified badge, and the money-back guarantee was dropped. That badge is tied to Local Services Ads, which is available in Belgium but only for specific local service trades. In practice, the vast majority of Belgian B2B companies do not qualify.

What does Google Guaranteed cost?

In markets and categories where the programme runs, with Local Services Ads you pay per lead rather than per click. The exact amounts differ per country and sector. For Belgian B2B this is mostly theory, because the product is only available here for a limited set of local service categories.

What is the difference between Google Guaranteed and Google Screened?

That distinction disappeared at the end of 2025. Previously, Google Guaranteed mainly covered local home and maintenance services with a money-back guarantee, while Google Screened was the related programme for professional services such as lawyers, real estate and financial advice, with a background and licence check but no refund. Since 20 October 2025 both (together with License Verified by Google) have been merged into a single Google Verified badge without refunds. Both ran and still run on Local Services Ads.

My B2B company does not qualify. What is the alternative?

Focus on what you can actually steer: regular Google Ads on purchase-intent keywords, strong landing pages and swift follow-up of every enquiry. If you want to look more broadly at paid channels, also read our article on online advertising. For B2B, that generally delivers more qualified leads than any seal of approval.

Ready to focus on what does work for your B2B?

Google Guaranteed was a powerful instrument for a plumber in an American city, but for most Belgian B2B companies it is neither available nor relevant. Do not waste time on it if you are not in a local services niche. We would rather look at the channels that genuinely bring you customers and revenue: keywords with purchase intent, an ad that speaks to the right decision-maker, and follow-up that turns a lead into a customer. Small team, honest advice, focused on quality enquiries and not on vanity metrics.

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