Google Verified for lawyers: what it is and how to get it

Google Verified is the badge on a lawyer’s Local Services ad. It shows the firm and its lawyers passed Google’s checks. Many lawyers still call it “Google Screened”. This guide explains what Google checks, how to apply, how long it takes, and what you can and cannot say about the badge in your own ads.

This page is about the badge. Our guide to Local Services Ads for lawyers covers costs, ranking and missed calls, and our Local Services Ads service runs the ads for firms.

What is Google Verified for lawyers?

Google Verified is a badge on Local Services ads and profiles. Google describes the change to one badge as launching a single badge for all advertisers. Many lawyers know the badge by its older name, “Google Screened”. The idea is the same: the firm passed Google’s screening before its ad ran, and the badge tells the searcher so.

Is Google Verified the same as “Google Screened”?

In practice, yes. Google now describes a single badge, Google Verified, and its screening help page still uses the word Screened in places. The two words point to the same badge and the same checks. If an older article mentions a Screened badge, follow Google’s current steps below instead of the article’s steps.

What does Google check before it gives the badge?

Google lists a short set of checks for lawyers. Some apply to every advertiser, and Google says some steps are only required for select users. Its page does not say which users are selected, so plan to supply every item.

Google also tells searchers where to look: it says to review each provider’s profile to learn more about the licenses and insurances it has checked. So the checks Google ran are visible on your profile.

Which lawyers can get the badge?

The badge comes with Local Services Ads, and Google runs those ads only for some kinds of work. Google says Local Services Ads are available only for certain service categories. Its US list of legal categories includes personal injury lawyer services and other practice areas. Check the list for your practice area, and use Google’s eligibility checker for your area.

How do you apply?

1. Check your Business Profile. Google says a profile name should reflect “your business’s real-world name, as used consistently on your storefront, website, stationery”. Fix your name, address, phone, hours and categories first.
2. Confirm your practice area is on Google’s list for your service area.
3. Sign up for Local Services Ads with the firm’s details and a payment method in the firm’s name.
4. Add each lawyer who will appear in the ad.
5. Upload what Google asks for: owner identity, business details, insurance proof where it applies, and each lawyer’s license details.
6. Answer Google’s follow-up messages quickly and wait for the result.

Google says new advertisers need to successfully complete the Local Services screening and verification process.

How long does it take?

Google says the process takes 3–4 weeks to complete after submitting your documents, on average. Send complete, matching documents the first time, since a missing or mismatched item can slow the check. Plan your launch around the wait, and do not promise a start date to partners or staff.

What happens before you are verified?

Your listing can appear, but Google places ads without the badge below providers who’ve completed all onboarding requirements. So the gap is not only trust. A firm that finishes onboarding first is shown ahead of one that has not.

What can hold up an application?

Google does not publish a list of reasons. Mismatches are the likeliest places for any identity check to stall: a firm name that differs between the license, the Business Profile and the website, an old address, a lawyer whose license details are entered differently, or lapsed insurance. Fix those before you apply. This list is our practical checklist, not a list from Google.

How long does verification last?

Google’s help page for lawyers does not give a renewal schedule that we could find, so treat verification as ongoing. Keep licenses, insurance and your address current. When a lawyer joins or leaves the firm, update the profile the same week.

Does Google Verified change how your ad ranks?

Google said Local Services Ads ranking won’t be affected by this change for the move to one badge. Ranking still depends on the factors Google lists, such as your bid, how likely a lead is to turn into business, and your profile. Our Local Services guide walks through them. Google also said it would be discontinuing the Money Back Guarantee tied to the older Google Guarantee badge.

What can your ads and website say about the badge?

The badge means checks were passed. It does not mean Google recommends the firm, and your ad should never suggest it does. Say Google Verified only while you hold it. Treat any line about the badge as lawyer advertising, since your state’s rules reach what you say about yourself, and have your counsel approve it. Our lawyer advertising rules guide is a starting point.

What this means for your firm

• Start with matching facts. Make your firm name, address, phone and hours match across your license, Business Profile and website before you apply.
• Plan for the wait. Google gives an average, not a date, so apply well before you need leads.
• Describe the badge honestly. Use it as a fact about checks passed, not as an endorsement, and have your counsel approve the wording.

Read next: Local Services Ads for lawyers, the missed-call billing note, Google Business Profile for lawyers and Local Services Ads in California. Our Local Services Ads service can set up the account and the profile.

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Marketing information, not legal advice. Your Local Services profile is lawyer advertising under your state’s rules; check with your bar and your own counsel. Last reviewed by our search lead.