Google Updates LSA Verification for Legal Services: July 25th Deadline Fast Approaching!

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.

How Google LSA Verification is Changing for Lawyers

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.

Why Compliance Is Critical

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:

• LSA appears at the top of Google search results, guaranteeing maximum visibility
• Targeted visibility to attract local clients seeking the legal services your firm offers.
• Pay-per-lead pricing, ensuring you only pay for real inquiries.
• The “Google Screened” badge adds credibility and reassures potential clients.

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.

What Law Firms and Lawyers Need to Do

To ensure your law firm’s Local Services Ads remain active, you’ll need to take the following steps:

Audit Your LSA Account & Confirm Information

Start by reviewing your LSA account and making any necessary updates.

• Check Email Addresses: Each lawyer listed in your firm’s LSA account should have an up-to-date email address. Unique email addresses must be assigned to each professional to ensure a seamless verification process.
• Update Profiles: Use the LSA “Profile & Budget” page to adjust contact details as needed.

Follow Up on Identity Verification Emails

Remind your team to check their inboxes for Evident’s emails, sent on June 2, 2025.

• Reassure staff that the process is legitimate and takes only 10-15 minutes, similar to setting up an online bank account.
• If anyone hasn’t yet completed the required ID verification, encourage them to do so as soon as possible.

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.

Takeaway

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.Have questions about LSAs or need assistance with Google’s new verification requirements? Our experts are here to help. Contact us today for the guidance you need to achieve your firm’s marketing goals.