Google Updating Local Services Ads Requirements on July 6 — Old Badges Must Go
What happened
Google has announced it will update its Local Services Ads policies on July 6, 2026, renaming them from "Local Services platform policies" to "Local Services Ads requirements." The update revises terminology, improves readability, and removes requirements that no longer apply.
The most practical change: Google is aligning its advertiser guidelines with the badge system overhaul that replaced the old Google Guaranteed, Google Screened, and License Verified badges with a single Google Verified blue checkmark in late 2025.
Any advertiser still referencing the old badge names — on their website, social media, or marketing materials — needs to remove them before July 6. Google says mentions of retired badges could confuse customers and may be treated as a policy violation.
What this means for tradespeople
If you run Local Service Ads as a plumber, electrician, or locksmith, this is a housekeeping update — but one worth acting on. The old "Google Guaranteed" badge that used to appear on your ads no longer exists. If you've got "Google Guaranteed" on your van, website, or business cards, it's time to update those.
The underlying shift is bigger than the policy rename. Google changed how LSAs rank in 2026: businesses with strong reviews, fast response times, and consistent Google presence now rank higher in the ad carousel. Reviews aren't just for organic search — they directly affect your paid ad performance too.
The old money-back guarantee that came with the Google Guaranteed badge has also been removed, so there's no customer-facing benefit to referencing it.
What to do about it
Search your website and social profiles for any mention of "Google Guaranteed", "Google Screened", or "License Verified" and replace with "Google Verified" or remove entirely. Check your van signage and business cards too. The deadline is July 6.
Source: Search Engine Land — Google to update Local Services Ads policies in July