Google tightens verification for lawyers in Local Services Ads

Google’s new ID verification requirement for lawyers using LSAs aims to combat fraud but may pose challenges for some businesses.

Google is implementing new identity verification requirements for lawyers using Local Services Ads.

Why we care. This change aims to protect both businesses and consumers from impersonation and fraud in legal service advertisements. However, this could be an extra hurdle that some businesses may not be willing to prioritize.

Key details.

• Deadline: Nov. 15.
• Who’s affected: Law firms and practices using Local Services Ads.
• New requirement: Identity checks for business owners, senior partners and featured professionals.

How it works.

• Evident, Google’s partner, will email lawyers on Sept. 16.
• Lawyers have 30 days to complete the identity verification.
• Verified identities will be cross-checked with professional license information.

What’s next.

• Business owners must update email addresses for all featured professionals by Sept. 16.
• Each professional needs a unique email address for individual case generation.

First seen. This communication from Google started this week. Anthony Higman, founder and CEO of ADSQUIRE, shared the letter he received from Google on LinkedIn:

Bottom line. Failure to complete verification by the deadline could result in ads being suspended, potentially impacting law firms’ online visibility and client acquisition.