Google Local Service Ads Verified Section: Complete Overview

Introduction

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Where our mission is simple: to provide clear, reliable, and up-to-date information that helps readers understand how digital platforms and technologies are evolving. 

Google’s advertising ecosystem changes frequently, and one of the most important recent updates is the enhancement of the Google Local Service Ads Verified Section.

Google is now testing additional verification details within Local Service Ads (LSAs), offering more transparency to users while potentially reshaping how advertisers are evaluated and displayed. 

In this article, WikiGlitz breaks down what’s new, why it matters, and how both consumers and businesses should interpret these changes.

What Are Google Local Service Ads?

Google local service ads (LSAs) are pay-per-lead ads designed for local service providers such as plumbers, electricians, lawyers, HVAC companies, and other service-based businesses. 

These ads appear at the very top of Google search results, often above traditional paid search ads.

Unlike regular Google Ads, Local Service Ads focus heavily on trust and verification. 

Businesses must go through Google’s screening process before their ads are eligible to appear, helping users feel more confident when contacting a provider.

Understanding the Verified Section in Local Service Ads

The Verified Section in Google Local Service Ads shows whether a business has passed Google’s verification checks. 

Until recently, this section was relatively minimal, usually indicating whether a business was “Google Guaranteed” or “Google Screened.”

Now, Google is testing a more detailed approach by adding specific qualifiers and attributes that explain why a business is verified.

This update was spotted by Anthony Higman, who shared screenshots of the new verification details on X.

Higman noted that he is not a fan of these changes and posted a few screenshots highlighting the updated Verified section—one of which is shown above.

New Details Being Added to the Verified Section

Google is experimenting with showing the following attributes directly inside the Local Service Ads detail screen:

1. Passed License Check

This indicates that the business has successfully verified its professional or trade license with Google.

For regulated industries, this reassures users that the provider is legally authorized to offer services.

2. Passed Background Check

This confirms that Google has completed background checks on the business owner (and in some cases, employees).

This is especially important for services involving home access or personal interaction.

3. Has Business Insurance

This attribute shows that the business holds valid insurance coverage.

From a consumer standpoint, this adds a layer of protection and credibility.

4. Number of Recent Bookings

Google may also display recent booking activity, showing how often customers have booked services through LSAs.

This introduces a form of social proof, indicating demand and reliability.

Why Google Is Expanding Verification Transparency

Google’s goal is to build user trust. By clearly displaying verification attributes, Google helps users make faster and more confident decisions when choosing a local service provider.

From Google’s perspective, this aligns with:

• Consumer safety
  
• Transparency
  
• Quality assurance
  
• Reducing low-quality or unverified advertisers
  

These changes also support Google’s broader push toward trust-based local search experiences.

How Consumers May React to This Update

From a consumer’s point of view, these additions are mostly positive.

Benefits for users include:

• Clear understanding of a business’s legitimacy
  
• Confidence in safety and professionalism
  
• Easier comparison between service providers
  
• Reduced risk when booking local services
  

As mentioned in online discussions, many consumers don’t mind these qualifiers and may even prefer them, as they reduce uncertainty.

Why Advertisers May Have Concerns

While transparency benefits users, advertisers may have mixed feelings.

Potential advertiser concerns:

• Increased pressure to meet all verification standards
  
• Public visibility of missing attributes
  
• Competitive disadvantage if newer businesses lack a booking history
  
• Extra administrative effort for compliance
  

Anthony Higman noted that he wasn’t personally a fan of these changes, reflecting a broader concern that advertisers may feel judged or filtered more aggressively.

Impact on Local Service Ads Performance

The expanded Google Local Service Ads Verified Section could influence performance in several ways:

Higher Trust = Higher Conversion Rates

Businesses displaying multiple verification attributes may receive more calls and bookings.

Stronger Competition

Only well-verified and active advertisers may stand out, increasing competition among service providers.

Reputation Becomes Even More Critical

Reviews, responsiveness, and compliance will likely play a bigger role in ad visibility.

Google Guaranteed vs Google Screened vs Verified Attributes

It’s important to understand how these elements work together:

• Google Guaranteed: Comes with a Google-backed satisfaction guarantee for consumers.
• Google Screened: Focuses on background and license checks without a financial guarantee.
• Verified Attributes: Provide granular proof points like insurance, licensing, and booking activity.
  

Together, they form a layered trust system within Local Service Ads.

SEO and Marketing Implications for Businesses

For businesses running LSAs, this update highlights the need to:

• Keep licenses and insurance up to date
  
• Respond quickly to leads to maintain booking activity
  
• Maintain accurate business information
  
• Focus on customer experience and reviews
  

From a marketing standpoint, transparency is becoming a ranking factor—not just keywords or ad spend.

What This Means for the Future of Local Advertising

Google’s testing suggests that local advertising is moving toward trust-driven visibility.
In the future, we may see:

• More detailed compliance indicators
  
• Performance-based trust signals
  
• Greater emphasis on verified credibility rather than budget alone
  

This aligns with Google’s long-term direction of prioritizing user experience and safety.

Conclusion

At WikiGlitz, our goal is to keep readers informed about important digital marketing and technology updates in a clear, unbiased way. 

The expansion of the Google Local Service Ads verified section is a significant step toward greater transparency in local advertising.

While consumers are likely to welcome these changes, advertisers will need to adapt by maintaining compliance, credibility, and consistent performance. 

As Google continues testing and refining these features, staying informed is the best way to stay competitive.

FAQ

1. What is the Google Local Service Ads Verified Section?

The Google Local Service Ads Verified Section shows verification details that confirm a business has passed Google’s screening checks. These may include license verification, background checks, business insurance status, and recent booking activity, helping users trust the service provider before contacting them.

2. What new details is Google adding to the Verified Section?

Google is testing additional qualifiers such as Passed License Check, Passed Background Check, Has Business Insurance, and Number of Recent Bookings. These details aim to provide more transparency and help users make informed decisions when choosing local service providers.

3. How does the Verified Section impact Local Service Ads performance?

Businesses with more verified attributes may gain higher trust and potentially better conversion rates. The updated Verified Section can influence user confidence, lead quality, and competitiveness within Google Local Service Ads.

4. Do advertisers need to take action for the new Verified attributes?

Yes. Advertisers should ensure their licenses, insurance, and background verification are up to date. Maintaining accurate business details and responding quickly to leads can help strengthen their Verified profile in Local Service Ads.

5. Are these Verified details available to all Local Service Ads advertisers?

Currently, Google appears to be testing these details with select advertisers and locations. The Verified attributes may not yet be visible for all businesses, but Google could roll them out more broadly in the future.