Digital Marketing
Written By: Katie Trombetti
The Google Local Services Ads (LSA) platform announced the latest update on advertiser verifications. Google is making a major update to the LSA platform that directly affects all advertisers, including law firms.
On October 27, 2025, Google officially retired its existing trust badges, including Google Screened, Google Guaranteed, and License Verified by Google, and rolled out a singular Google Verified badge for all eligible advertisers. This change streamlines previous badge programs (even Google’s money-back guarantee offering under Google Guaranteed) into one shiny new verification badge.
The Google Verified badge displays as a blue checkmark on your law firm’s LSA profile, providing a “single, clear signal” of your firm’s credibility once you’ve completed Google’s screening and verification process.
For lawyers and law firm marketing teams, the message is clear: to stay competitive in Google’s local search results, your firm needs to earn and maintain a Google Verified badge. Below, we focus on exactly what steps your law firm must take to qualify for this new badge and how to earn it for any future accounts.
Qualifying for the Google Verified Badge as a Law Firm
If your firm is already running LSAs and previously earned the Google Screened badge, no additional action is required to get the new badge. Google will automatically apply the Google Verified badge to your profile. However, if you’re new to Local Services Ads or haven’t completed Google’s screening before, you’ll need to go through the verification process. Here are the key steps to qualify for the new Google Verified badge:
- Sign Up for Google Local Services Ads: Start by creating a Local Services Ads account (or logging into your existing LSA dashboard) for your law firm. Select your practice’s legal category (e.g. family law, personal injury, estate planning, etc.) and the geographic area you serve.
- Complete Google’s Screening Requirements: Next, you’ll need to submit various pieces of documentation and information so Google can verify your firm. This process will involve:
- Verifying the identities of your firm’s owner and any attorneys who will appear in the ads
- Providing proof of each attorney’s active state bar license
- Supplying proof of your firm’s professional liability insurance coverage
Google’s authorized screening partners will confirm that your lawyers are licensed and in good standing with the state bar and that your insurance is current before approval. (For attorneys, a valid law license effectively serves as a background check, since obtaining a bar license already requires vetting.)
- Meet the Review Threshold: Make sure your LSA profile includes client reviews. Google typically requires a minimum number of customer reviews on your profile (usually at least one) before your law ad can display the Verified badge. In some legal practice areas, this threshold is higher. For example, personal injury law firms may need as many as five reviews to get started. If your firm is new to Google LSAs, reach out to a couple of satisfied clients and encourage them to leave a quick Google review about their experience with your firm and how you helped them.
- Complete Verification and Approval: Once you’ve submitted all required information and have the requisite reviews in place, simply wait for Google’s verification process to be completed. The screening and approval can take an average of 3–4 weeks after you’ve provided the necessary information, so plan accordingly. Google or its partners may reach out if any additional info is needed during this time. After the successful completion of all steps, your law firm will automatically be granted the Google Verified badge on its LSA profile – no further action is needed on your part when you’ve met all the requirements. At that point, your Local Services Ad will display the blue Google Verified checkmark, signaling to potential clients that your firm has been thoroughly vetted by Google.
Maintaining Your Google Verified Status
Earning the Google Verified badge is not a one-and-done task – your firm must stay compliant with Google’s requirements to maintain the verified status. The good news is that Google is not asking for anything beyond the usual professional obligations, but you’ll want to stay proactive. Here’s how law firms can keep their Google Verified badge:
- Keep Attorney Licenses & Insurance Up-to-Date: Always ensure that your professional licenses and insurance documents are up to date. This means renewing your attorneys’ state bar licenses on time (and updating your LSA account if any license status changes), as well as maintaining an active malpractice/professional liability insurance policy. Google requires these credentials to stay valid; in fact, Google may temporarily disable your LSA ads if, for example, your insurance certificate is about to expire, preventing clients from booking a service that isn’t insured. To avoid any interruption, update Google with your renewed insurance info well before the expiration date. We suggest you do so at least a month in advance. Similarly, promptly report any attorney license renewals or new bar numbers if applicable, to keep Google’s records accurate.
- Update Your LSA Profile for Any Changes: Treat your Google LSA profile as a living record of your firm. If you hire a new attorney at your firm, add them to your LSA profile and submit their bar license for Google verification. If an attorney leaves, remove their information and pictures from the LSA. Likewise, update any changes to your business address, contact information, or service areas in the LSA dashboard. By staying on top of these changes, you’ll prevent any compliance issues that could jeopardize your Verified badge status.
- Remain Responsive to Google’s Requests and Policies: Google may occasionally introduce new verification measures or ask advertisers to reconfirm certain details, so you must keep an eye out for any communications from Google regarding your LSA. For instance, if Google launches a periodic re-screening or needs updated documents, respond quickly with the requested info.
Looking Ahead: What the Google Verified Badge Means for Your Firm
Google’s move to a single Verified badge streamlines its trust signals and carries some important implications for law firm marketers.
On one hand, it simplifies the LSA ecosystem and reduces confusion for consumers by providing one clear emblem of trust across all professional services. Instead of dealing with different badges (Screened vs. Guaranteed) for different industries, there’s now one universal indicator that your law firm has passed Google’s vetting.
The Google Verified badge still communicates that your business has undergone license checks and other background screening, creating a strong trust signal for people evaluating your services online. In short, you’re not losing any credibility by shifting to this new badge; clients will continue to see that Google has verified your qualifications.
Bottom line: The new Google Verified badge is a positive, forward-looking change for legal advertisers. It simplifies how you showcase trustworthiness on Google and ensures that clients see a clear, credible badge next to your name.
Law firms that proactively meet the verification requirements and keep their credentials in order will transition seamlessly. Your ads will continue running with the new badge, and you likely won’t miss a beat. This unified badge is now the gold standard for Google local advertising in legal services, and with a knowledgeable, proactive approach, your firm will be well-positioned to leverage it for growth.
Staying Ahead of the LSA Curve
Google continues to evolve the Local Services Ads platform, and for small law firms, this means new requirements, new features, and new opportunities to stand out… or get left behind. Changes like the new Google Verified badge are just one example of how the platform is streamlining credibility shown to potential clients. For firms with limited time and internal resources, keeping up can be a challenge.
That is where Postali comes in. We work exclusively with law firms and understand how to turn these updates into strategic advantages. If your firm is ready for a smarter, more sustainable approach to LSAs, we’re here to help you navigate what comes next.