News and Notes From Google Local Services Ads: October 2024

Welcome to the latest edition of News & Notes From Google Local Services Ads, where we bring you key updates from the Google Partner newsletter tailored for lawyers. Read on to stay informed about the newest changes impacting law firms using Google LSAs to grow their practices.

In today’s rapidly evolving digital landscape, Google Local Services Ads (LSAs) are an invaluable tool for lawyers and law firms aiming to expand their reach and connect with a larger pool of potential clients. LSAs secure prime, top-of-page positions on the Google search engine results page (SERP) and are the only Google ads that offer the “Google Screened” badge, providing consumers with added trust in the firm’s credibility.

To make the most of LSAs’ growth potential, lawyers and legal marketers need to stay current with the tool’s ongoing updates. At Justia, our team of legal marketing experts keeps a close watch on these developments and has reviewed the latest Google Partner newsletter to bring you key insights that matter most to law firms.

New: Google Business Profile Verification Now Mandatory for Local Services Ads [Global]

To ensure your Local Services Ads (LSAs) security and integrity, Google is implementing a new requirement: a verified and affiliated Google Business Profile (GBP). This change, already in effect in EMEA, will roll out to other regions starting November 21, 2024. Once your GBP is verified and linked to your LSA account, you’ll manage all customer reviews, both new and existing, through the GBP. Google has sent email notifications to all affected customers. To learn more about the verification and affiliation process and take the necessary steps, please read this Local Services Help article.

Reminder: Ongoing Lawyer Identity Verification in Select States [US]

Effective November 15, 2024, lawyer identification will be mandatory for Google Local Services Ads (LSAs) in certain states. These states include Arizona, Colorado, Georgia, Illinois, Indiana, Louisiana, Massachusetts, Michigan, New Jersey, North Carolina, Ohio, Pennsylvania, South Carolina, Virginia, and Washington. This requirement is designed to protect consumers and prevent impersonation.

As a reminder, all lawyers participating in LSAs must undergo an identity check to verify their affiliation with the law firm. This verification process is crucial for ensuring the platform’s integrity and safeguarding consumers. The recent updates to the Business screening and verification requirements for lawyers reflect these changes.

As part of Google’s enhanced verification process for Local Services Ads, law firms must now ensure precise alignment between all professional documentation and complete new identity verification requirements. Attorneys should log into their Local Services Dashboard and verify that their names exactly match across three critical documents: the account roster, law license, and ID verification documentation, though minor name variations will be evaluated individually. Google has initiated this process by sending verification emails to all professionals currently featured on LSA profiles on the rollout date. If any attorney did not receive this verification email, they must be temporarily removed from the profile and then re-added through either the Local Services business verification page or the profile & budget section. Each attorney must use a unique email address to facilitate proper case generation through Evident’s verification system.

If your ad has stopped running, it may be due to enforcement of the updated verification and identity check requirements. Ads for advertisers who haven’t completed these steps have been paused to maintain compliance. Any affected advertisers received five prior notifications about this requirement.

If your ad was paused, completing the identity verification process and passing the license check will allow it to resume. Once these steps are completed, your ads should be active again. For assistance, please contact support.

FYI: Enabling Quote Requests from Potential Clients [Experiment] [US]

Google Local Services Ads is testing an enhanced lead generation feature that allows potential clients to submit detailed quote requests through a new call-to-action button. This beta experiment focuses on collecting more comprehensive information from prospects, enabling law firms to better evaluate and respond to potential cases before the initial consultation. While currently in limited testing, this feature may appear in some firms’ LSA displays, with Google planning to announce any wider rollout of this capability to all advertisers in the future.

FYI: Maximize Photo Impact [Update] [Global]

High-quality photos can significantly enhance your Local Services Ads and drive more leads. To maximize your ad’s impact, follow these best practices:

Upload 4-6 high-quality images: Clear, focused photos enhance your ad’s visual appeal.
Show your team: Include photos of your team members in professional attire to foster trust and engagement.
Highlight your services: Showcase your team in action, performing the services you offer.
Showcase your work: Display high-quality images of completed projects to inspire customer confidence.
Avoid stock photos: Use original photos that adhere to Google’s photo guidelines.

Final Thoughts: Why Do You Care?

A successful law practice is within reach with a comprehensive legal marketing strategy that includes Google Local Services Ads (LSAs). These ads enhance your online visibility and work seamlessly alongside your existing digital marketing efforts. To fully optimize your LSAs and improve your overall search engine marketing strategies, the Justia Amplify team is ready to assist you.

If you’re eager to maximize the effectiveness of your Google Local Services Ads or explore additional marketing tools, don’t hesitate to reach out. Contact us today to schedule a free consultation!