Google Testing New Multi-Location GBP Assets (And Some Firms May Not Love It).
Google is testing new variations of multi-location Google Business Profile (GBP) assets inside Google Ads, and the implications for law firms could be big.
In one version, additional office locations are now showing GBP review counts, ratings, and extra business information directly inside the ad experience- not just the primary office.
In another test, Google appears to be rolling out a swipeable multi-location carousel, allowing users to scroll through different office locations directly from the ad itself.
Some versions still look a little glitchy, which suggests this is very much a work in progress, but the direction is clear: Google wants location extensions to behave more like mini destination pages.
How Will This Impact Your Firm?
- Every office location becomes more visible – Secondary and satellite offices may now play a much bigger role in ad performance.
- Weak review profiles get exposed faster – If sub-locations have poor ratings or limited reviews, that weakness may now be front and center.
- More opportunity for strong local brands – Firms with well-managed, highly reviewed office locations could benefit significantly from added trust signals.
- Less room to “set and forget” location strategy – Multi-location GBP management becomes even more critical as those profiles are pushed directly into paid ads.
Our take: this could be a major win for firms that have treated every office like a true local brand and not just a pin on the map. But for firms that played the “multiple GBP locations” game without consistently building reviews, optimizing listings, or maintaining local credibility across every branch, this could become a problem.
If Google expands this rollout, your weakest location may start impacting your strongest campaigns. In local legal marketing, your sub-locations are no longer background details- they’re part of the front page experience.
This is another reminder that local strategy isn’t just about having more locations. It’s about making sure every one of them can hold its own.
