Google’s New LSA Verification Deadline: What Law Firms Must Do by July 25

Google’s New LSA Verification Deadline: What Law Firms Must Do by July 25

According to an article by Good2bSocial, law firms relying on Google’s Local Services Ads (LSAs) face an urgent compliance deadline. Beginning July 25, 2025, Google will require stricter LSA verification for all legal professionals featured in the ads, a move intended to increase security and preserve trust in the platform. This update impacts not only firm owners but also any individual attorneys listed on an LSA account.

The core requirement is straightforward: senior partners or firm owners must complete an identity verification process by the deadline, and each individual lawyer included in the LSA profile must do the same. 

On June 2, 2025, Google’s third-party partner, Evident, began emailing impacted users with instructions on how to complete the verification process. Once verified, attorney information will be cross-checked with their professional license to confirm legitimacy.

For law firms, compliance ensures uninterrupted visibility at the top of Google search results, one of the most valuable positions for attracting qualified leads. LSAs offer firms a “Google Screened” badge, pay-per-lead pricing, and targeted exposure to local clients. But noncompliance will lead to ad suspension, potentially handing a competitive advantage to other firms in the area.

To stay ahead, managing partners should promptly audit their accounts, ensure accurate contact details for all listed attorneys, and follow up to confirm LSA verification emails are acted upon.

Ultimately, these new measures represent a welcome step toward eliminating fraudulent listings. By acting now, firms not only protect their marketing investment but also reinforce their credibility in a highly competitive digital landscape.