Google’s Local Services Ads are changing, and the changes offer benefits to veterinary practices in a competitive market where trust is everything.
What’s Changing with Google’s Local Services Ads?
Beginning Oct. 20, 2025, Google will consolidate all current trust signals for Local Services Ads into a single Google Verified Badge.
What’s Being Phased Out with the Google Verified Badge?
The Google Verified Badge phases out existing verification indicators:
- Google Screened, shown as a green checkmark, indicating a business has passed Google’s background checks, license verifications, and (where required) individual practitioner screenings.
- Google Guaranteed, shown as a green shield, certifying a business has passed Google’s screening and verification process, and qualifies for Google’s money-back guarantee.
What Remains with Google’s Local Services Ads?
Google’s rigorous screening process (background checks, licensing validation, and insurance verification) remains intact. The difference is that all this flows into one badge.
How Do Google’s Changes to Local Services Ads Benefit Practices?
- Simpler trust recognition: One clean, unified identifier makes it easier for pet owners to quickly recognize your practice as verified and trustworthy.
- Seamless Transition: If your practice is already verified under Google’s current system, you’ll automatically receive the Google Verified Badge. No new paperwork required.
- Ongoing trust assurance: Maintaining the Google Verified Badge requires ongoing compliance: Keeping licenses current, verification documents updated, and background checks up to date. This means your verification will be current, which provides ongoing trust assurance for current and potential clients and encourages pet owners to click through and contact your practice.
- Differentiation: Not all competing practices will maintain their Google Verified Badge. By ensuring ongoing compliance for your practice, you stand out against unverified competitors to attract more pet owners.
- Reduced risk of disputes over subjective outcomes in pet care: With the removal of the Money-Back Guarantee under the Google Verified Badge, credibility rests on verified licenses and trust signals. This helps protect practices from unfair claims over subjective outcomes in pet care while reassuring pet owners about your practice through verified qualifications and reputational elements (e.g., client reviews on your Google Business Profile, which are displayed along with a star rating in Local Services Ads).
How to Make the Most of the New Google Verified Badge
- Review your Local Services Ads profile/profiles to ensure your verification is up to date.
- Set reminders for periodic compliance reviews to ensure continued eligibility.
- Update any relevant marketing material to reflect the new Google Verified Badge.
- Cultivate client reviews. The more you cultivate reviews, and the more current they are, the more you make ads more visible, and the more you build trust assurance through your star rating. If you don’t know how to get started, download our free eGuide Building a 5-Star Veterinary Practice, which walks you through:
- Why client reviews are so effective
- Why volume and timeliness matter
- Simple tips you can use today to cultivate more reviews from existing clients
- The power of problem-solution testimonials
- How (and where) to maximize client reviews in your practice marketing
What Are the Overall Benefits of Local Services Ads for Veterinarians?
If you’re new to Local Services Ads, they offer a variety of benefits to increase appointments:
- High visibility: Google places Local Services Ads at the top of Google search results (above traditional Google ads and organic search results) with your practice name, verification badge, and contact information. So, your practice stands out from competing local practices when local pet owners search for services your practice offers, and trust elements like your Google Verified Badge, client reviews, and star rating are immediately visible.
- Immediate contact: Rather than generating clicks to your website, pet owners can take immediate action (call, message, or book an appointment).
- Tailored reach: If your practice offers specific services like veterinary dental services, Local Services Ads can be tailored so you receive inquires relevant to your services.
Can Staff Manage Local Services Ads or Do Veterinarians Have to Do It?
Veterinarians aren’t specifically required to manage Local Services Ads. Per Google, authorized staff members such as practice managers or marketing staff can manage any part of a Local Services Ads account and its campaigns. So, responsibility can be delegated while still maintaining accountability.
How Much Time Does It Take to Manage Local Services Ads to Ensure Optimal Performance?
Though managing Local Services Ads is generally light compared to other forms of digital advertising, veterinary practices tend to earmark 4-6 hours per month once Local Services Ads are set up to review performance, respond to messages or calls, ensure ad information is up to date, check ad spend against budget, and monitor/request client reviews. To maintain the Google Verified Badge, practices must also set aside time to ensure ongoing compliance.
If It All Seems Like a Lot of Moving Parts, We’re Here to Help
As one of the first veterinary solution providers to offer Local Services Ads for Veterinarians, we work with you to create ads aligned with your goals, services, and ideal clients. We ensure all aspects of your Local Services Ads are tuned for optimal performance and results, and we handle all ongoing Google Verified Badge compliance requirements so you and your team can stay focused on delivering exceptional care.
Talk to an expert today.
Schedule your free no-obligation consultation to learn more about Local Services Ads for Veterinarians to connect with more pet owners and put more patients in your exam rooms.
