Google is experimenting with a new Local Services Ads (LSA) layout on mobile, introducing “Overview” and “Reviews” buttons on firm listings. When users tap either, they’re taken to the firm’s profile, where a bright blue pop-up bar now appears below the message button, reading: “Typically replies in [X hours].”
It’s a subtle but meaningful test. Google is pushing potential clients toward direct messaging and emphasizing responsiveness. For law firms, this means more potential for inbound chats — but also more responsibility to manage them efficiently.
While messaging can increase accessibility, it often introduces lower-quality or spam inquiries, and failing to respond promptly can impact your LSA visibility. Google appears to be rewarding firms that stay active and responsive, signaling a broader shift toward “real-time” lead management.
Our Take:
This change underscores Google’s focus on responsiveness in the local search experience. Messaging isn’t always the main lead type, but these new entry points could shift user behavior toward firms that respond quickly.
What ADSQUIRE Is Doing:
- Monitoring how the new buttons affect engagement and lead volume
- Advising clients on when to enable messaging strategically
- Tracking response times and marking irrelevant leads as “dissatisfied” in the LSA platform to potentially get credit
Even a small interface tweak can change how users interact with LSAs. Firms that stay alert and responsive will maximize the value of these new mobile entry points.
