The twists keep coming. Last month, all LSA checkmarks were removed, and Google promised a single Google Verified badge coming in October. Until then, LSAs look just like organic results — and users are already clicking without realizing they’re ads.
What We’re Seeing
Anecdotally, some users are leaving reviews as message leads instead of using the GBP review flow. The platform often drives people to call or message without reading much, so firms can end up paying for low-intent interactions.
More broadly, LSAs are confusing for users in general. Badges and other trust signals are important because they help weed out lower-intent users or people just looking for basic business info — without them, anyone can click, and your leads may be less qualified.
Remember: LSAs are pay-per-lead, not pay-per-click, so the focus should be on actual high-quality leads.
Our Take
Message leads aren’t worth it. Turn them off and focus on calls. Calls are higher intent, easier to track, and more likely to convert.
For law firms relying on LSAs, the priority remains: make sure your listing drives real, trackable leads, and don’t get caught up in Google’s badge chaos.
