Google is messing with the formula again- and this time, its Local Services Ads (LSAs) at the center of the experiment.
Over the last few months, Google has been quietly testing different versions of the LSA badge that usually signals trust and verification. First, they removed the familiar green checkmark entirely. Now, they’re experimenting with a blue checkmark (yes, just like Twitter) and testing it against both the original green and no checkmark at all.
So why does this matter for your law firm?
Because LSAs Are Starting to Look Like Everything—and Nothing
With the checkmark removed, LSAs look almost identical to organic search results. With the blue badge, they resemble social verification. In some layouts, they mirror standard PPC ads in structure and placement, making them nearly indistinguishable from what users typically scroll past.
What Google’s doing here is blurring the line between ad and organic. They’re testing what visuals get more users to click and call, without tripping the “that’s an ad” mental filter.
Simply put, if you’re not in the LSA mix, you’re disappearing.
Here’s What Your Firm Should Do:
- Don’t ignore LSAs- they could be prime real estate on the search page.
- Rethink your ad budget. If you’re spending heavily on PPC and ignoring LSAs, you could be overspending for lower visibility.
- Watch the visuals. A checkmark (or lack thereof) changes how clients perceive your listing.
Want to make the most of these insights? Let’s talk about LSA optimization, smarter budget splits, and keeping your firm in front of the right clients.
Think Message Lead DMs Will Help Your Firm? Think Again.
Heads up: Google just made message leads (those little “Send Message” DMs through Google) the same cost as phone calls in LSAs. The problem? They’re not even close in value:
Unlike a phone call with clear intent to a single lawyer, a DM can go out to up to 4 lawyers at once. You still pay for every DM sent to you, even if the person never responds. Conversions? Low. Frustration? High.
Why is Google Doing This?
For them it’s simply more revenue and less friction. By leveling pricing, Google makes the ad platform appear cleaner and pushes firms to accept both message and call leads as “equal.” The change also coincides with Google’s desire to introduce more Social Media features into the search page.
Here’s What Your Firm Should Do:
Unless you’ve got a massive budget to burn, turn message leads OFF. Focus on calls only- they’re higher intent, higher quality, and more likely to convert.
Need help constructing your LSA strategy before your budget goes down the drain? Let’s discuss.
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