Google is rolling out a critical update to its Local Service Ads (LSAs) verification process for lawyers. If your law firm uses LSAs to generate leads, this change impacts you.
What’s the Update?
In essence, lawyers appearing in your Local Service Ads will now need to complete an additional identity check, beyond their license check, to ensure they’re genuinely affiliated with your firm.
- Deadline—The business owner or senior partner must complete this identity check by November 15th, 2024. All featured professionals on your LSA account must also complete the identity check by the same deadline.
- Verification Process—Starting September 16th, 2024, Google’s partner, Evident, will send emails to the lawyers listed on your LSA account to initiate the identity verification. Once their identity is verified, it will be cross-checked against the professional license information in their profile. Lawyers have a 30-day window to complete this verification once the process is initiated.
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Why is Google Making this Change?
The primary reason for this update is to bolster security and protect against impersonation attempts. Sadly, instances of individuals falsely claiming to be associated with a law firm or attempting to impersonate lawyers have occurred. This not only harms the firm’s reputation but also poses a risk to potential clients who might unknowingly engage with fraudulent individuals.
By adding an identity check, Google aims to create a more trustworthy environment for both law firms and consumers. This added layer of verification adds an extra layer of confidence for those seeking legal services through the platform.
Verification Extends to Your Legal Team
It’s important to understand that this verification requirement isn’t just for the business owner or senior partner. Every lawyer listed on your Local Service Ads account will also need to undergo an identity check. This ensures that the individuals featured in your ads are genuinely associated with your firm and possess the necessary licenses and qualifications.
This measure further protects clients from the risk of engaging with unauthorized practitioners or individuals falsely representing themselves. It strengthens the integrity of the LSA platform and bolsters the trust users place in it.
What do I need to do?
Double-check email addresses. Make sure the email addresses for the professionals featured on your profile are up-to-date in the Local Services business verification or profile & budget page. Toggling the “Featured” button will allow you to edit the email address. On September 16th, 2024, our identity check partner, Evident, will send emails to these addresses to initiate identity checks. A unique email address needs to be used for each fieldworker so that a case can be generated by Evident.
Action Steps for Law Firms
Here’s what you need to do to ensure your Local Service Ads continue running smoothly:
- Double-Check Email Addresses—Log in to your Local Services Ads account and review the email addresses for all professionals featured in your ads. Update any outdated or incorrect information. Each professional needs their own unique email address so that Evident can properly generate a verification case for them.
- Communicate with Your Team—Inform all lawyers listed on your LSA account about the upcoming identity check. Encourage them to promptly respond to the email from Evident and complete the verification within the 30-day window.
- Monitor Progress—Regularly check your LSA account to see if your featured professionals have completed the identity verification process. Address any issues or delays promptly to avoid disruptions to your ad campaigns.
Read More: LSA Dispute Option Gone—What Lawyers Need to Know
Don’t Forget These Additional LSA Verification Steps
If you are just setting up your LSA account for the first time or if you are already having verification troubles, there are a few more hurdles to clear before your Local Service Ads can go live.
- Background Check—All participating professionals within the law firm, including the business owner or senior partner, need to pass a background check conducted by Google’s third-party provider.
- License Verification—Lawyers must provide their valid bar license information for verification.
- Insurance Verification—Proof of professional liability insurance is typically required for most legal practice areas.
- Business Verification—Google may also conduct a verification process to confirm your firm’s legitimacy, which could involve phone calls or other methods.
Remember, these requirements are in addition to the new identity check specifically for lawyers. Ensuring all these elements are in order is crucial for keeping your LSA campaigns active and generating quality leads for your firm.
Embrace the Change, Protect Your Firm
While the additional identity check might seem like a time-consuming nuisance, overall, it’s a positive step toward creating a more secure and trustworthy environment for both law firms and clients. Embrace this change, ensure your team is prepared, and continue to leverage Local Service Ads as a powerful tool for generating quality leads for your practice.
We know these updates can be a bit overwhelming, but don’t worry! If you’re scratching your head about any of this, or just want some extra help making sure your LSA campaigns are firing on all cylinders, we’re here for you. At Civille, we live and breathe digital marketing for law firms. Our team is always up-to-date on the latest changes, and we’re happy to answer your questions, offer guidance, or even take the reins on managing your LSAs so you can focus on what you do best – practicing law.
The Civille Advantage: Proactive LSA Management
At Civille, we understand the importance of staying ahead of the curve when it comes to Google’s ever-evolving advertising platforms. We closely monitor updates and changes like this one to ensure your law firm’s Local Service Ads remain compliant and effective.
Let’s take the stress out of this new verification process. At Civille, we’re here to make the transition seamless. We’ll help you double-check those email addresses, make sure your team knows what to expect, and keep a close eye on the whole thing to make sure there are no hiccups. Plus, we’re in it for the long haul. Our ongoing LSA management services include regular check-ins on your leads, ratings, and campaign tweaks to ensure you’re attracting the best possible clients for your firm. Reach out to Civille today for help with your law firm’s LSAs and more!
