Menu
I’ve seen just how powerful Google’s Local Services Ads (LSAs) can be for my law firm clients. LSAs place law firms right at the top of search results, putting them directly in front of people searching for legal services.
I recommend LSAs as a core part of many clients’ digital marketing strategies because of the visibility and high-quality leads they deliver.
To make sure LSAs work effectively, I make a point to stay on top of Google’s frequent updates. With the latest changes introduced in October 2024 — including stricter identity verification and new ad features — these updates could impact how clients manage their profiles and how effectively they reach the right leads.
Here’s a look at what’s new, why it matters, and how I’m helping my clients make the most of these updates.
Here’s a brief rundown of the relevant October 2024 updates to LSAs.
One of the biggest changes in Google’s October 2024 update is the new rule that all businesses using LSAs need a matching verified Google Business Profile (GBP).
Once Google requests this of your Local Services Ads, you have 3 months to complete matching your Google Business Profile to your Local Service Ads or your ads simply won’t run. Google’s goal here is to make sure that only authorized people are managing ad details, calls, and messages, which adds a layer of trust and security for potential clients.
For law firms, this isn’t just a box to check. If profiles aren’t matched, ads will be paused — meaning potential clients won’t see your firm when they’re searching. And with the full rollout planned by January 2025, I recommend getting your Local Service Ad matched sooner rather than later.
Note: matching can come down to small details like commas, so really pay attention.
In a change specific to lawyers, Google is rolling out new identity verification requirements across 15 states.
Starting November 15, 2024, law firms must make sure all attorneys in these states are verified to run ads. Google’s aim here is to prevent impersonation so that clients can feel confident they’re connecting with trusted legal professionals.
This new rule means that lawyer names need to be consistent across all documents — rosters, law licenses, and ID forms. Even minor mismatches could result in ads being paused, which is a big deal when every missed connection counts.
For firms with attorneys in multiple states, these requirements add a layer of coordination to keep things consistent and compliant.
The states where verification is required include:
Here are a few tips to get the most out of your LSAs.
Starting in early 2025, customer reviews for LSAs will be managed from your GBP.
With all reviews in one place, it’ll be easier for firms to manage feedback, respond to client concerns, and build trust. I recommend law firms use this as an opportunity to review their review solicitation process.
Google’s really leaning into the power of good visuals to make ads more inviting. For law firms, this means it’s time to show off a bit — upload four to six polished, professional photos that give clients a peek into the real people behind the practice.
Maybe it’s attorneys in action around the office, or snapshots of your workspace that capture the firm’s personality. I recommend inclindg a photo of the outside of your office building as well as the inside space a client would see when they walk in.
These small visual touches go a long way. They help clients feel like they’re connecting with real people, not just a faceless firm. A friendly face or a glimpse of the team in their element makes the whole experience more trustworthy and relatable.
To get the most out of these updates, law firms need to stay sharp on the new rules and make the most of the latest features. Whether it’s completing all the necessary verifications or moving reviews under Google Business Profile, adapting quickly will be key to staying front and center in local searches.
Ready to maximize your marketing budget? Fill out the contact form or call us today for a complimentary consultation. We will listen to your story, work to define your business objectives, and recommend an approach to deliver maximum ROI for your firm.
7500 Flying Cloud Drive
Suite 625
Eden Prairie, MN 55344
10900 Stonelake Boulevard
Building 2, Suite 100
Austin, TX 78759
2005 Sheppard Ave E
Suite 402
Toronto, ON M2J 5B4
By using this website, you consent to our use of cookies in accordance with our Cookie Policy. Cookies help us enhance your browsing experience and provide personalized content. If you do not agree to our use of cookies, please adjust your browser settings accordingly.
