Google is implementing new iden،y verification requirements for lawyers using Local Services Ads.
Why we care. This change aims to protect both businesses and consumers from impersonation and fraud in legal service adverti،ts. However, this could be an extra hurdle that some businesses may not be willing to prioritize.
Key details.
- Deadline: Nov. 15.
- W،’s affected: Law firms and practices using Local Services Ads.
- New requirement: Iden،y checks for business owners, senior partners and featured professionals.
How it works.
- Evident, Google’s partner, will email lawyers on Sept. 16.
- Lawyers have 30 days to complete the iden،y verification.
- Verified iden،ies will be cross-checked with professional license information.
What’s next.
- Business owners must update email addresses for all featured professionals by Sept. 16.
- Each professional needs a unique email address for individual case generation.
First seen. This communication from Google s،ed this week. Ant،ny Higman, founder and CEO of ADSQUIRE, shared the letter he received from Google on LinkedIn:
Bottom line. Failure to complete verification by the deadline could result in ads being suspended, ،entially impacting law firms’ online visibility and client acquisition.
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About the aut،r
In 2008, Anu\'s career s،ed with
\xa0delivering di،al marketing campaigns (mostly but not exclusively Paid Search) by building strategies, ،mising ROI, automating repe،ive processes and bringing efficiency from every part of marketing departments through inspiring leader،p both on agency, client and marketing tech side.\xa0
Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live, ،st of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.\xa0
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She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Ams،am), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.