#Google tightens verification for lawyers in Local Services Ads

Table of Contents

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.

About the author

Anu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.

Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.

She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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