In a competitive digital landscape, standing out in Google Local Service Ads (LSAs) is crucial for professionals in law, finance, and real estate. The Google Screened program helps businesses build trust by verifying their credentials and displaying a green check mark badge on their LSAs.
To earn this badge, businesses must pass Google’s screening and verification process. This added layer of credibility makes LSAs more appealing to potential clients, increasing click-through rates and conversion potential.
By participating in the Google Screened program, businesses can enhance their reputation, improve ad performance, and gain a competitive edge in Google Local Service Ads.
Benefits of Google Screened For Businesses & Clients
Enhanced Search Visibility
Businesses with the Google Screened badge appear at the very top of Google search results in Local Services Ads—above traditional PPC ads and organic rankings. This prime placement increases exposure and can help lead to more inquiries.
Verified Credibility & Trust
The badge isn’t just a marketing tool—it’s an official verification that a business has undergone Google’s strict background checks and, where applicable, a license review. This instantly reassures potential clients that they are hiring a legitimate, vetted professional rather than taking a risk on an unverified or unlicensed service provider.
Higher-Quality, Intent-Driven Leads
Unlike standard PPC ads that charge per click, Google Local Service Ads operate on a pay-per-lead model. This means businesses only pay for real inquiries—such as phone calls or direct messages from prospective clients—resulting in more valuable and qualified leads.
Maximized ROI & Reduced Ad Waste
Because businesses only pay for genuine leads, marketing budgets go further with less wasted ad spend. Compared to traditional Google Ads, Google Screened often delivers a stronger return on investment by filtering out unqualified clicks.
Competitive Edge Through Verification
Potential clients are far more likely to choose a business with that has undergone a screening and verification process over one that hasn’t been vetted. This trust factor creates a powerful competitive advantage—especially in industries where licensing, background checks, and credibility matter.
Stronger Reputation & Review Management
To qualify for Google Screened, businesses must maintain a strong customer rating (typically 3 stars or higher). This encourages businesses to prioritize customer satisfaction, improve service quality, and actively manage their online reputation.
How to Get Google Screened
Businesses must complete a detailed verification process to earn the Google Screened badge.
Application process:
- Sign up for Google Local Services Ads. Google Screened is available only to businesses using LSAs.
- Provide proof of licensing and insurance. Businesses must submit documentation that proves they are legally allowed to operate in their industry and region.
- Pass background checks. Business owners and key professionals undergo screenings to verify their credentials and ensure consumer trust
Maintaining your green check mark status
Once approved, businesses must continue meeting Google’s quality standards, including:
- Keeping a strong review rating
- Maintaining valid business licenses and insurance
- Complying with Google’s advertising policies
How is the Google Guaranteed Badge Different?
Google offers two verification programs—Google Screened and Google Guaranteed—each designed for different types of businesses.
Google Screened is for:
- Lawyers
- Financial advisors
- Real estate professionals
Google Guaranteed is for:
- Plumbers
- Electricians
- HVAC contractors
The main difference is that Google Guaranteed includes a money-back guarantee for customers, whereas Google Screened focuses on licensing and background verification. Both programs improve local visibility and lead quality by ensuring businesses meet Google’s strict criteria.
Cost of Google Screened
There is no fee to apply for Google Screened. However, it is part of the LSA screening and verification process. In order to be eligible for this badge, you must advertise on the Local Service Ads platform.
The cost per lead depends on:
- Industry (law firms may pay more than real estate agents)
- Location (high-demand areas may have higher costs)
- Competition (more competition increases pricing)
On average, businesses pay between $25 and $100 per lead, though costs vary depending on factors such as service type and geographic region. Keep in mind that online advertising is highly competitive. New advertisers with limited or no Google reviews may pay more per lead compared to those with a high volume of legitimate reviews.
Are Local Service Ads Worth the Hassle of Screening & Verification?
For businesses in law, financial services, real estate, and other service-based industries, Local Service Ads can be a powerful tool for generating high-quality leads and building trust with potential clients.
Why it’s worth considering:
- More visibility in Google search results
- Better-quality leads compared to traditional PPC ads
- Pay-per-lead pricing ensures marketing dollars go further
- Higher trust and credibility with potential clients
Although participation requires running Local Services Ads, the long-term benefits—improved local visibility, increased lead quality, and enhanced consumer trust—make Google Screened a smart investment for professional service providers looking to grow their business through paid advertising.
