In an effort to combat fraud and improve the integrity of Local Services Ads (LSAs), Google is introducing a new identity verification process specifically for law firms. While this move is meant to increase trust in online legal advertising, it could create additional challenges for businesses that may not be prepared for the new requirements.

Why This Matters

Google’s new verification process is designed to protect both consumers and businesses from fraudulent or impersonated ads. Law firms that fail to meet the new requirements risk losing their online visibility, which could result in fewer client leads. The stakes are particularly high for firms that rely heavily on LSAs to generate new business.

Key Changes You Need to Know

Deadline and Affected Firms
Starting November 15, law firms and individual practices using LSAs will need to comply with these new requirements. This applies to both large and small firms that feature legal professionals in their ads.

New Identity Requirements
The core of the change is that Google will now require identity verification for business owners, senior partners, and any other featured professionals in the ads. This means everyone involved in a legal ad campaign must undergo the verification process to ensure their credentials match professional license records.

How the Process Works

Google is partnering with a third-party verification company, Evident, to handle the verification process. Here’s what to expect:

• Emails Sent Out: Lawyers and law firms will begin receiving emails from Evident on September 16.
• 30-Day Window: Lawyers will have 30 days to complete the verification process after receiving the email.
• Cross-Checking Licenses: The verified identity will be cross-checked against the lawyer’s professional license to confirm legitimacy.

Next Steps for Law Firms

To ensure compliance, business owners need to take the following steps before the deadline:

• Update Email Addresses: Firms must update and verify email addresses for all professionals featured in LSAs by September 16. Each lawyer will need a unique email address tied to their individual case generation process.
• Prepare Documentation: Ensure that all featured lawyers have up-to-date identification and professional license information ready to avoid delays in the verification process.

Consequences of Non-Compliance

Failure to comply with the new verification standards by November 15 could result in your firm’s ads being suspended. For many firms, this could mean a significant drop in visibility on Google, affecting the ability to attract new clients and generate leads. It’s important to understand that Google is working on stricter requirements for different industries to avoid fraudulent activities.

Final Thoughts

This verification requirement may seem like a small administrative hurdle, but the consequences of non-compliance can be significant. Law firms relying on Local Services Ads for client acquisition should prioritize this process to avoid losing out on crucial online visibility.

Make sure your firm is prepared well ahead of the November deadline to ensure your ads remain active and your business keeps growing.