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Is your firm prepared for Google’s latest update to Local Services Ads (LSA)?
Starting next month, Google will implement new verification requirements for legal service providers designed to significantly enhance the security of LSA accounts and foster greater trust in the platform. If your practice relies on Google LSAs to power its digital marketing strategy, compliance with the new verification mandate is absolutely critical to ensure uninterrupted campaign performance.
Google’s impending update is designed to strengthen security by ensuring that only verified lawyers can represent your firm in LSAs. This will not only provide your legal practice with greater protection from bad actors falsely claiming to represent you or your colleagues, but also prevent clients and prospects from unknowingly engaging with impersonators.
To keep your LSAs running, the business owner or senior partner at your firm must pass an identity check by July 25, 2025. Any attorneys listed in your firm’s LSA account will also need to complete an identity check by that date to continue appearing in your ads.
Affected lawyers should have received an email from Google’s partner, Evident, on June 2, 2025, inviting them to begin the identity verification process. Once their identity is verified, Local Services Ads will use the provided information to confirm the name on the professional license in their profile. Notified attorneys will have 30 days from the start of the process to complete ID verification.
The advantages offered by LSAs can be a game-changer for law firms and lawyers looking to boost visibility, trust, and lead generation in specific geographic markets:
This is why it’s crucial to ensure your firm complies with Google’s new verification requirements. Failing to meet these standards will result in the suspension of your LSAs, disrupting your ability to generate high-quality leads through Google and giving competitors a significant advantage in your local markets.
To ensure your law firm’s Local Services Ads remain active, you’ll need to take the following steps:
Start by reviewing your LSA account and making any necessary updates.
Remind your team to check their inboxes for Evident’s emails, sent on June 2, 2025.
Lawyers featured in Google LSAs will have 30 days to finalize their identity check. Mark July 25, 2025, on your calendar! Monitor your team’s progress to confirm the verification process is completed on time.
Google is incorporating these extra security measures to protect law firms like yours from scammers attempting to impersonate legitimate attorneys. This is actually good news—it means Google is working harder to keep fake lawyers out of the system.
As long as you ensure your LSA account is up-to-date and that impacted attorneys complete the required identity check when prompted, your firm’s ads will continue running without interruption.
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