When they were initially rolled out, Google’s Local Service Ads were seen as a huge opportunity for local businesses to stand out among search results in their area, but this option was closed to all but a few legal practices – at least, at first. In August 2020, the Internet behemoth opened its powerful new online advertising services to a long list of practice areas and expended it from only two markets to the entire country. One of the biggest hurdles faced by some businesses in this system is the need to pass Advanced Verification before getting started, but do lawyers need Advanced Verification for Local Service Ads? To find out, keep reading as we outline these rules for advertising and SEO for law firms.

What is Advanced Verification for Local Service Ads by Google?

Most customers place a premium on trustworthiness when selecting a business, especially when choosing a lawyer, but this trait is even more important for those seeking specific kinds of assistance. Locksmiths, for example, provide an invaluable service to their community, but a person posing as a locksmith online could easily gain access to an unsuspecting person’s home by copying a key or sabotaging a lock, which is where Google’s Advanced Verification requirements come in.

The process of verification can take up to two weeks and involves extensive research on the part of Google into a business’s licenses, registration, and business record. Applicants will need to undergo a video interview with a representative from Google, and the company will look for any evidence of fraudulent or dishonest practices. Once they’ve passed, a business will be free to take advantage of Local Service ads, but they will also need to re-verify with Google once a year and may be subject to audits.

Do Lawyers with Local Service Ads Need to Pass Advanced Verification?

For most advertisers using Local Service Ads, including lawyers, the requirements to get started are fairly simple; however, those working in two specific industries – locksmith services and garage door services – must undergo Advanced Verification in addition to the steps mentioned above, since these services could potentially create an opportunity for unsupervised access to a person’s home.

Thankfully, lawyers are not among those subject to Advanced Verification by Google, but the company does require a certain level of verification for law firms and other businesses that use Local Service Ads. That said, the process is much easier than Advanced Verification, and it results in benefits like the Google Guarantee badge, which shows prospective clients that you’re backed by a global organization. If you are a lawyer working in one of the following practice areas, all it takes is some basic information, proof of insurance and licenses, and a free background check to get started with PPC for law firms using Local Service Ads:

  • Bankruptcy law
  • Business law
  • Contract law
  • Criminal law
  • Disability law
  • DUI law
  • Estate law
  • Family law
  • Immigration law
  • Intellectual Property law
  • Labor law
  • Litigation
  • Malpractice law
  • Personal injury law
  • Real estate law
  • Tax law

If You Are Looking for Help with Your Law Firm’s AdWords Campaign, Call Us

Whatever the market or practice area, lawyers need to stand out from the pack to bring in new clients, and the best way to do that is by leveraging the biggest source of exposure: Google. When people in a given area need help filing a lawsuit against a negligent doctor, sorting out a tax dispute with the IRS, or deciding what chapter of bankruptcy to pursue, it’s to the world’s most popular search engine that they turn.