Google Screened

Google Screened is a verification badge — not a guarantee. When Google displays the Screened badge next to a business in Local Services Ads, it signals:

• Credential verification: Google verified the business's relevant license(s) and professional credentials
• Background screening: The business passed Google's background check for criminal history
• No money-back guarantee: Unlike Google Guaranteed, Screened does not include buyer protection or refund coverage

The badge appears as a blue label on the Local Services Ad listing. It's meant to signal trustworthiness to searchers evaluating professional service providers. From a consumer perspective, Screened means 'Google checked this person's license' — it does not mean 'Google will refund you if something goes wrong.'

These are often confused because both are Google badges on Local Services Ads, but they serve different professional categories and offer different protections.

Google Guaranteed applies to home services (plumbers, electricians, HVAC, roofing, etc.). It includes credential verification plus a money-back guarantee — if the customer is unsatisfied or the work fails within a certain period, Google covers the refund. The bar is higher and the commitment is deeper.

Google Screened applies to professional services (lawyers, CPAs, real-estate agents, financial advisors). It includes credential verification and background screening, but no money-back guarantee. Google verifies the person has a valid license and a clean background — the rest is the consumer's decision.

Essentially: Guaranteed = verified + guaranteed. Screened = verified only. The difference reflects the nature of the services — home services are discrete, repeatable, and lend themselves to guarantees. Legal and financial services are advisory and harder to 'guarantee,' so Google settled on verification.

The process varies by profession, but the general flow is:

1. Create or claim a Local Services Ads account at Google Ads for your service category 2. Submit proof of credentials — for lawyers, a bar license; for CPAs, CPA license; for real-estate agents, broker license and MLS credentials 3. Pass background screening — Google runs a background check through third-party vendors 4. Verification approval — Google reviews submitted documents and background results (typically 1-2 weeks) 5. Badge display — Once approved, the Screened badge appears on your LSA listings

The requirements differ by state and profession. Some states have strict licensing databases that Google can auto-verify; others require manual document submission. Real-estate agents typically need broker affiliation proof. Accountants need CPA license verification. The exact documentation Google requires is specified in the Local Services Ads setup flow for your category.

Getting the Screened badge is table-stakes visibility — it doesn't guarantee rank, but lacking it significantly reduces visibility in professional-services Local Services Ads. LSA ranking depends on: bid (how much you're paying per lead), review rating and review volume, responsiveness (how fast you respond to inquiries), and customer feedback. The Screened badge signals trust to consumers comparing providers, which can improve click-through and conversion rates, but it doesn't directly boost position in the LSA ranking algorithm. A Screened attorney with 20 reviews and a low bid will rank below a Screened attorney with 100 reviews and a higher bid. The badge is a table-stakes trust signal; the economics and reputation drive the rank.