Google recently announced significant updates to their local service ads (LSA) policies, raising concerns and sparking discussions across various industries. For lawyers, law firms, and the entire legal industry, these changes elicit critical questions about compliance, confidentiality, and whether participating in the LSA program remains viable under these new regulations. Regardless of the services you offer, whether you’re a personal injury lawyer, estate planning lawyer, divorce lawyer, criminal lawyer, or immigration lawyer, if your law firm relies on local service ads to generate leads, understanding these updates will help you make informed decisions for your practice.

This blog, from an award-winning digital marketing agency for lawyers, delves into the specifics of the new Google local service ads policy, investigates its implications for law firms, and offers actionable advice to help you adapt while complying with ethical and legal standards.

Understanding Google Local Service Ads and the New Policy

Significant Updates to the Google Local Service Ads Terms

On April 22, 2025, Google announced updates to its LSA Terms of Service, including three critical changes that all advertisers had to accept by June 5, 2025, to continue utilizing local service ads.

1. Asset Ownership
   Google now asserts ownership rights over all advertiser assets uploaded or used within Google local service ads, including business profiles, images, service details, pricing, and discounts. Google may display or modify the content in local service ads across other Google services and products.
2. Data Utilization
   For professionals offering legal services, Google’s updated terms allow lawyers to analyze, store, and use data from all calls, messages, and interactions facilitated via local service ads. Although Google already records and monitors calls for quality control, these changes expand the scope of usage for algorithm training, product optimization, and revenue analysis.
3. Agency Representation
   Agencies managing local service ads campaigns for law firms can accept these terms on behalf of lawyers. However, lawyers should demand full transparency from their agencies regarding these agreements because the ultimate responsibility to monitor compliance with local service ads rests with the advertiser.

Stick or Twist? The Opt-In Deadline

The updated terms necessitated acceptance by June 5, 2025. Those who did not opt in will lose the ability to serve ads via Google Search and Google Maps. This ultimatum forces legal firms to carefully weigh the advantages of using local service ads against the potential risks, particularly regarding confidentiality and data security.

Implications for Law Firms

1. Confidentiality and Privacy Risks

Client confidentiality is at the heart of every legal practice. Bound by strict ethical rules, including attorney-client privilege, which prohibits disclosing sensitive client information without consent, lawyers confront a significant problem. By agreeing to Google’s new terms for local service ads, law firms may inadvertently expose client interactions to third-party analysis. This development is worrisome for the following reasons:

• Call Data Analysis
  Google now claims the right to capture and analyze details from calls made through local service ads, which may include discussions about legal strategy, personal cases, or sensitive financial matters, which are protected by privilege.
• Storing Client Conversations
  Google’s expanded claim includes creating “caller profiles” by aggregating multiple interactions from a single individual. This practice could inadvertently breach privacy laws or ethical standards governing legal professionals.
• Potential Ethical Violations
  Key figures, such as attorney Raif Palmer, have voiced concerns that lawyers may be unable to ethically agree to these terms. Therefore, continuing with local service ads could expose law firms to disciplinary scrutiny.

2. Impact on Pricing and Strategy Leverage

Google’s ability to process advertisers’ pricing, discounts, and service models through AI tools presents several competitive risks. For instance:

• Market Manipulation
  Google could use the aggregated data to build advanced pricing algorithms, giving them insights into market trends. This might inadvertently influence how they price or rank local service ads.
• Loss of Control Over Messaging
  If Google chooses to modify and display your firm’s assets in various formats, it risks misrepresenting your brand voice or priorities. Would-be clients may misconstrue details about your offerings or niche competency

3. Exacerbating Ethical Concerns in “YMYL” Industries

Legal firms fall under Google’s “Your Money or Your Life” (YMYL) category, which applies to industries influencing significant life events, such as health, finances, or safety. While businesses in these sectors benefit from exposure from local service ads, the data-sharing complications run directly counter to the delicate confidentiality such industries require. Lawyers, in particular, need clear-cut strategies on mitigating exposure without sacrificing their efforts to generate new leads.

Should Your Law Firm Opt-In to Google’s New Local Service Ads Terms?

Factors to Consider

Deciding whether to opt into the updated LSA terms requires balancing ethical obligations, data privacy concerns, and the benefits of generating new leads. Start by asking:

1. Do These Terms Conflict With Bar Regulations?
   Consult your state bar association to understand whether Google’s new policies violate ethical advertising guidelines. Some jurisdictions may prohibit participation if confidentiality is at risk.
2. How Important Are LSAs to Your Business?
   If LSAs account for most of your client referrals, opting out could initially disrupt your intake pipeline. However, exploring alternative lead-generation platforms might offer viable long-term solutions for attracting highly qualified leads with fewer privacy risks.
3. Can You Mitigate Privacy Concerns?
   Assess whether your intake process involves sharing sensitive client information through calls originating from local search ads. Can you tweak your methods to reduce the privacy risks while remaining compliant with the rules?

Opting Out Options

Law firms wishing to withdraw from LSAs might consider the following:

• Build a Content-Centric SEO Strategy
  Focus on strengthening your organic presence through blogs, detailed practice area pages, and local SEO techniques. Client testimonials and detailed case outcomes can serve as powerful tools to build credibility and attract leads without relying on paid ads.
• Explore Privacy-Focused Alternatives
  Platforms like Avvo or specialized legal directories provide alternatives that may offer extra privacy safeguards. Facebook and LinkedIn also remain underutilized spaces for creating targeted ad campaigns with less invasive data-sharing agreements.

Tips for Law Firms That Plan to Opt-In

For legal professionals who choose to accept Google’s terms, these strategies can help limit potential risks:

1. Audit Your Call Scripts Train intake staff to screen sensitive details during phone calls initiated via LSAs. Discourage sharing detailed case information before formalizing an attorney-client relationship.
2. Enable Client Disclaimers Consider adding disclaimers to your LSA profile that mention limited confidentiality until an engagement letter is signed. Transparency about this process will manage client expectations and limit liability.
3. Monitor Ad Content Regularly Check that Google’s modifications to your asset appearance align with ethical guidelines. Keep open communication with your agency to manage any discrepancies promptly.
4. Work With Privacy Experts Hire consultants experienced in legal marketing and data compliance to develop strategies that safeguard client data while leveraging LSA visibility.
5. Stay Updated on Policy Changes Google’s advertising ecosystem evolves continuously, often with major mid-year and end-year updates. Designate a team member or agency partner to monitor these changes and adjust compliance accordingly.

Aligning Compliance With Business Growth

The latest LSA updates bring opportunities and risks. While Google enhances its analytics capabilities to provide advertisers with more targeted leads, the expanded data use and ownership policies may not suit industries requiring strict privacy protections. For law firms, this precarious balance emphasizes the importance of strategic adaptation.

Here’s a recap of what your firm should prioritize:

• Know Your Risks:
  Evaluate whether the updated terms conflict with state bar-advertising regulations.
• Educate Your Team:
  Train intake staff to protect client data and manage inquiries without breaching confidentiality.
• Diversify Your Marketing Mix:
  Reducing over-reliance on LSAs limits exposure to potentially problematic terms.
• Monitor Your Performance:
  Use advanced analytics platforms to assess lead quality and ROI for continued ad spend.

Frequently Asked Questions

What services are covered under the Google LSAs policy for law firms?

Google LSAs allow law firms to advertise specific services offered, such as personal injury, family law, estate planning, immigration, or criminal defense. Tailored to show prospective clients your services, these ads help connect you to the right clients.

How can I target specific keywords in my LSAs?

Unlike traditional paid Google Ads, LSAs don’t rely heavily on keyword bidding. Instead, the platform uses your business profile, services offered, and geographic area to automatically match you with potential clients searching for related legal help.

What ad options are available for lawyers using LSAs?

LSAs focus on connecting businesses with clients via leads like phone calls or messages. While ad options are more limited compared to traditional ads, LSAs prioritize helping your firm appear at the top of search results for relevant legal queries within your local area.

How does Google determine if my firm appears at the top of search results?

Google factors in your overall profile completeness, business hours, client reviews, and responsiveness to inquiries. Maintaining a well-optimized account and offering high-quality services can increase your chances of appearing at the top of search results.

Can LSAs help me attract more qualified leads in my geographic area?

Yes. Google LSAs focus on targeting individuals within your local area specifically searching for legal services, which increases the likelihood of connecting with more leads who need your specific legal competency.

How can I manage my Local Service Ads account effectively?

To manage your account, update your services offered, business hours, budget, and geographic area directly through the LSA platform. Regularly reviewing and optimizing these settings can improve your ad performance and lead quality.

Can I control my ad budget with Google Local Service Ads?

Yes, Google LSAs allow businesses to set a weekly budget tailored to their goals. You only pay for leads received, meaning your budget is directly tied to the number of potential clients you attract through the platform.

How do Local Service Ads connect me with the right clients?

Using details from your business profile, geographic area, and services offered, LSAs target individuals with specific legal needs to help your firm avoid irrelevant leads and better focus on clients who fit your practice areas.

What geographic area does Google focus on for ads?

Google prioritizes showing your LSAs to users searching for legal help within your designated local area so that your ads attract prospective clients who are most likely to engage with your services.

Do LSAs operate outside regular business hours?

Yes, clients can view and contact your business through LSAs at any time. However, being responsive during your stated business hours manages new leads efficiently and keeps your ad performance strong.

How can I measure the success of my LSA campaign?

You can measure success through metrics like the number of customer leads you receive, conversion rates, and client reviews. Monitoring these factors assists you in attracting the right clients and getting value from your ad options within your chosen budget.

What should I do if my LSA campaign isn’t delivering results?

If you’re not receiving more qualified leads, consider refining your services offered and geographic area or adjusting your business hours and budget. Completing and optimizing your profile can also significantly impact visibility and performance.

Contact the Digital Marketing Experts at Law Firm Marketing Pros, An Award-Winning Legal Marketing Agency 

Google’s new local service ads policy introduces a tectonic shift in how legal practices must approach digital advertising. As of June 5, 2025, law firms must carefully evaluate the benefits of continued participation against the risks to client confidentiality and ethical compliance.

Have you been searching online for “local services ads for lawyers,” or “Google LSA” trying to find answers to your questions?

At Law Firm Marketing Pros, we partner with ambitious attorneys seeking more cases by getting their digital marketing right. Result: Make more money, reclaim valuable time, and focus on what matters most.

Contact Partner and Co-Founder Josh Konigsberg, author of Law Firm Digital Marketing Made Easy: The Only Book You’ll Ever Need to Become a Best-Known Attorney, to schedule a free 15-minute client accelerator call at (561) 948-5001 or complete our online form.  

Though brief, this call dives deep into your strategy. Josh will then prepare a complimentary digital marketing brief packed with 25-35 pages of value that drives qualified clients directly to your practice.

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