“Products at This Location” Now Appearing More Frequently in Local Legal Ads
Google continues to experiment with how it surfaces business information inside the local ecosystem, and one element we’ve recently seen more often—specifically in legal searches—is the “Products at this location” module appearing inside various Local Ads formats.
Although not completely new, its increased visibility in the legal space signals that Google may be broadening the types of verticals where these modules are shown.
What the Feature Does
The module pulls directly from your Google Business Profile (GBP) Products section and displays a small carousel or list of “products” (in legal: services) that the user can click. When clicked, the user is taken to the GBP product listing itself—not your website.
Google Ads Liason Ginny Marvin stated that “this is a relatively new feature to make it easier for people to navigate to specific information about a business. For service businesses, the “Products” tab may list types of services they offer, or in the case of a law firm, their practice areas.”
Why This Matters for Law Firms
Most law firms treat the GBP Products tab as optional—and many leave it blank or filled with generic boilerplate like “Personal Injury Attorney” or “Legal Services.”
But when Google surfaces it directly inside ads, it becomes part of your top-of-funnel user experience. That means:
- Prospective clients may interact with your GBP products before ever seeing your site
- Weak or outdated product listings can diminish trust
- Underdeveloped GBP product pages may hurt conversion opportunities
- Strong ones can act like fully optimized micro-landing pages
In short: if Google is going to show your GBP products in ads, you want them to look like an intentionally designed service catalogue—not like placeholders.
Our Take (ADSQUIRE Perspective)
This update is a mixed bag for law firms. On one hand, it creates a new opportunity for visibility within local ads. On the other, the feature wasn’t really designed with lead-gen in mind, and most law firms simply haven’t treated GBP products as a meaningful part of their intake ecosystem.
But if Google is pushing these modules more broadly, the takeaway is clear: lawyers can no longer ignore GBP products as a strategic asset.
They may not directly convert like a landing page, but they can absolutely influence whether a prospective client decides to call, message, or keep scrolling.
What ADSQUIRE Is Doing
We’re proactively tightening up GBP product strategies across all clients by:
- Treating product listings like a mini service catalogue
- Fully updating every product with accurate, relevant descriptions
- Adding strong visuals—custom images, icons, or even short videos
- Linking each product to the corresponding page on the firm’s website
- Ensuring the copy is intake-oriented and tailored to real search intent
- Reorganizing product structures so they reflect the firm’s actual service hierarchy
If Google continues increasing the presence of this module in ads, these improvements ensure that users see something trustworthy, helpful, and conversion-friendly—not something thrown together in five minutes three years ago.
