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Google will soon ramp up its enforcement of rules requiring LSA providers to submit documentation of any DBAs under which they are advertising. Check out this post to learn more.
As a lawyer, you are likely aware that many businesses choose to operate under a name that differs from their registered name with their state secretary of state or regulating entity. To aid administrative agencies in the regulation of businesses operating under different names, entities are also generally required to register their trade names or DBAs (doing business as) with the applicable state agency.
In late 2021, Google announced it would begin more strictly enforcing rules designed to ensure businesses utilizing its Local Services Ads (LSAs) were only advertising under names that belong to them. These rules require that businesses operating under a DBA provide Google with appropriate documentation to evidence their registered DBA name(s). Certificates of insurance or ordinary business documents are not sufficient to satisfy the Google requirements. Instead, it requires an official DBA from any state in which you are advertising with LSAs.
Thus, if your law firm operates under any name other than your legally registered business name and you are using that name to advertise in your LSAs, you will need to submit official DBA documentation.
Final Thoughts: Why Do You Care?
If you invest in Google advertising, it is likely an important piece in your overall legal marketing strategy. Therefore, you want to remain in compliance with any rules and avoid issues with your ads that decrease your exposure to potential clients. Submitting a DBA, if applicable, as soon as possible ensures your LSAs can continue to help your law firm reach new clients.
