News and Notes From Google Local Services Ads: April 2024

Attention lawyers using Google Local Services Ads! Stay ahead of the curve with the latest updates for legal practices. This post focuses on key changes and adjustments highlighted in the Google Partner newsletter, keeping you informed about what matters most for your Google Local Services marketing strategy.

Google Local Services Ads (LSAs) stand out as a powerful digital marketing tool for lawyers and law firms, offering prime visibility on the Google search engine results page (SERP) and the coveted “Google Screened” designation, enhancing consumer confidence. LSAs, placed prominently at the top of the SERP, provide a competitive advantage by showcasing legal practices before other paid ads or organic results, making them indispensable for effective marketing strategies in the legal sector.

To capitalize on the benefits LSAs offer, legal professionals must stay abreast of the evolving landscape. At Justia, our dedicated team closely monitors LSA developments to provide insights that can shape successful marketing strategies for lawyers and law firms. By keeping a vigilant eye on the ever-changing Google Partner newsletter, we ensure you’re equipped with the latest updates to navigate the dynamic realm of legal marketing effectively.

New: Updates in LSA Verification Procedures for Law Firms

Starting in select states, Google is implementing identity verification for lawyers in Local Services Ads. This additional step, alongside existing license checks, ensures lawyers are affiliated with the advertised business. By the end of 2024, all lawyers and any featured professionals will need to pass this identity check to remain visible in Local Services Ads.

Law firms using Local Services Ads should double-check their email addresses. Ensure the contact information for featured lawyers is up-to-date on the LSA Business Verification or Profile & Budget page. You can edit email addresses by clicking the “Featured” toggle button. Google will use these emails to initiate identity checks for lawyers.

For a smoother verification process, use the same name on your ID as the one listed in your LSA profile. Any deviations in names will require manual review, potentially delaying verification.

FYI: Direct Business Search Finished Rolling-Out in the U.S.

Direct Business Search is now available nationwide on mobile in the United States! When someone searches for your business name directly on their phone, your Local Services Ad can appear in the results. This ensures potential clients easily find your information.

There’s no bidding against competitors—your ad is the only Local Services ad displayed for branded searches. You’re charged about the same as a regular lead. In addition, you only pay for leads from new clients, not those who’ve already contacted your firm. While there’s no current way to differentiate these leads in your inbox, Google is working on improvements based on user feedback.

For more detailed information about this feature, please refer to the following article on Justia Legal Marketing & Technology Blog: News and Notes From Google Local Services Ads: February 2024.

Final Thoughts: Why Do You Care?

Want to see maximum results from your law firm’s digital marketing efforts? Keeping your search engine marketing strategies current and optimized is key to maximizing your return on investment and achieving your practice growth goals. Our Justia Amplify PPC management services can ensure your Google Local Services Ads are performing at their peak, or we can help you explore a wider range of search engine marketing tools. Contact us today for a free consultation!