Updated October 21, 2026. The Google Guaranteed badge is gone. Google replaced it, Google Screened and License Verified by Google with one badge called Google Verified, and dropped the old money-back guarantee. Google says Local Services Ads screening takes 3 to 4 weeks on average after you submit your documents.
This post used to give a stage-by-stage timeline for roofers. We couldn't back those numbers with a Google source, so we took them down. What's below is only what Google itself says, plus what we've seen on our own accounts.
For the full breakdown of the badge change, read Google Guaranteed is now Google Verified: a contractor's guide.
What changed
Google's help page puts it plainly: "we're simplifying our advertiser badging by launching a single badge for all advertisers." That badge is Google Verified.
- If you were already running Local Services Ads, you didn't have to do anything. Google says eligible advertisers who had finished verification "will automatically earn the new Google Verified badge" and their ads keep running.
- If you're a new roofer applying, you have to pass the Local Services screening and verification process to get the badge.
- The money-back guarantee is over. Google says it "will be discontinuing the Money Back Guarantee associated with the Google Guarantee badge." Homeowners had to request reimbursement for jobs booked before December 7, 2025.
- Your ranking didn't change because of it. Google says "Local Services Ads ranking won't be affected by this change."
How long approval takes
Google's US requirements page says the process takes 3 to 4 weeks on average after you submit your documents. That's the only timeline Google publishes. Google doesn't publish a day count for each step, and it doesn't say some states move faster than others.
On our own accounts the time from signing to a live ad has ranged widely. CPG Solar in the San Fernando Valley went live one day after we started in September 2026. First Choice Flooring in Murrieta went live 18 days after signing. Those are two accounts in other trades, so treat them as examples, not a promise for your roofing company.
What Google checks
Google says the screening "varies by business category and location and may include background, business registration, insurance, and license checks, and minimum review requirements." Here's what its help pages spell out.
- License. "Google validates these licenses against the state or country databases." You also have to confirm you hold any county or city licenses that apply.
- Insurance. The minimum amount "depends on the category and location." Your document has to be "active and valid for at least 14 days after the time of submission," and "the name on the documentation must match the name you want to advertise with."
- Background checks. These can cover the business, the owner and the field crew who work at customers' homes. Office staff don't need one. Google says the check "doesn't involve a credit check or a credit pull" and businesses aren't charged for it. Google's partner Evident runs an identity check on the business representative with a government photo ID.
- Google Business Profile. You "must have a public and verified Google Business profile."
- Reviews. Google recommends "5 or more reviews," and depending on your business type you may need 5 for your ad to show.
How to avoid adding weeks
The biggest delay we see is paperwork that doesn't line up. Before you apply:
- Make sure the business name on your license, your insurance certificate and your Google Business Profile is the same. Google requires the insurance name to match the name you advertise under.
- Confirm your roofing license shows as active with your state board.
- Get a current insurance certificate that won't expire within 14 days of submitting it.
- Get your Business Profile verified and public before you start.
- Have your government photo ID ready for the identity check.
If you're denied, Google says you wait 30 more days to reapply. A second denial means 180 days. Getting it right the first time matters.
After you're live
You pay for valid leads. Google ranks your ad partly on your rating, how many reviews you have, how fast you respond and which verification checks you've completed, and it says missed calls can hurt your responsiveness. So the phone has to get answered. Manual lead disputes are also gone. To see what still earns a credit, read our study of real LSA lead credits and disputes.
We can't promise you the Google Verified badge. Google decides who passes screening. What we can do is get your paperwork lined up before you apply and run the account once you're live. See how we handle Google Local Services Ads for roofers or book a 30-minute call.
