Google has announced significant changes to its verification process for Local Services Ads in the legal industry, aiming to enhance trust and prevent impersonation.
Key Points of the Update:
New Identity Check: Lawyers appearing in Local Services Ads must now pass an identity check in addition to the existing license check.
Deadline: Business owners or senior partners must complete this verification by November 15, 2024, to keep ads running.
Featured Professionals: Any featured professionals in the ads also need to pass the identity check by the same deadline.
Verification Process: Starting September 16, 2024, Google's partner, Evident, will email lawyers to initiate the identity verification process.
Timeframe: Professionals will have 30 days from the start of the check to complete the verification.
Implications for Law Firms:
- Increased administrative burden for law firms, especially those with multiple featured professionals.
- Potential disruption in advertising if verification isn't completed on time.
- Enhanced protection against impersonation for legitimate businesses.
Industry Reaction:
The update has received mixed reactions from the legal advertising community. While some appreciate the increased security measures, others express frustration with the growing complexity of Google's requirements for advertisers.
Next Steps for Advertisers:
- Ensure all email addresses for featured professionals are up-to-date in the Local Services business verification or profile & budget page.
- Prepare for the identity verification process beginning September 16, 2024.
- Use unique email addresses for each professional to facilitate individual case generation by Evident.
As Google continues to refine its advertising platforms, businesses in the legal sector will need to adapt to these new verification requirements to maintain their presence in Local Services Ads.
