The platforms we rely on are changing fast. ChatGPT Ads are now open to lawyers and producing early results. Google is migrating LSA into Google Ads, charging for missed calls, and letting clients message six firms at once. Google Ads support is now a chatbot, and enforcement is getting stricter.
We have rounded up eleven updates that matter for law firms. Each one includes what changed, what it means for your firm, and what we are doing about it.
ChatGPT Ads Now Open to Lawyers
OpenAI has opened ChatGPT ads to lawyers in the United States. Legal services moved from the disallowed list to an approved advertiser category under policy version 1.5, released on August 31, 2026. Permitted areas include immigration, personal injury, legal claims, and document preparation.
A firm must be licensed in the state where the ad appears, and approval is manual and rolled out gradually. Ads run through the self serve Ads Manager at ads.openai.com with a $25 minimum daily budget. Legal keywords are expected to cost roughly $2 to $5 per click. Ads appear below the end of a response and are labeled as sponsored. They show on the Free and Go plans only. Users under 18 will not see them, and temporary chats carry no ads. Ads are also kept away from conversations about personal health, mental health, political content, and debated social issues.
Our Take
We posted about this on X because the legal marketing world needed to hear it clearly. This is a real opportunity, but it is not a simple one. The platform is new, the approval process is manual, and the compliance obligations are significant. The early mover advantage is real, but only for firms that do it correctly. Firms that rush in without a compliance framework risk bar complaints. Firms that wait too long may find the channel crowded and the costs higher.
This is not a replacement for Google Ads, LSA, or any other channel. It is an addition. The firms that succeed will integrate it into a broader strategy rather than treating it as a standalone tactic.
What ADSQUIRE Is Doing
We are preparing our clients for this transition now. That means:
- Reviewing eligibility for each client based on licensure and practice area
- Building compliance frameworks for ad copy that satisfy bar rules
- Aligning geotargeting with each firm’s admitted jurisdictions
- Developing conversational ad copy that informs without crossing into legal advice
- Setting up tracking to measure lead quality, not just lead volume
- Monitoring the manual approval process and adjusting timelines accordingly
- Comparing performance against existing channels to determine the right budget allocation
- Keeping clients informed as OpenAI expands or adjusts the policy
For law firms, the objective is not simply to be first on a new platform. It is to be effective without creating ethical risk. We are focused on both.
ChatGPT Is Offering Free Ad Credits
OpenAI is handing out free ad credits to get advertisers onto ChatGPT. Our post included a hot tip. If you have not created an Ads Manager account yet, do it now. Then leave it turned off and wait. Our prediction is that you will receive a free ad credit email. That tip matters for law firms because legal services are now allowed to advertise on ChatGPT in the United States.
OpenAI has reached the coupon stage of building its ad business. Google, Meta, and TikTok all ran through the same phase. The credit amounts vary. One promotion offered a $50 credit after spending $50 within 14 days. Another showed $100. In France, new advertisers who spend 500 euros can receive 500 euros in credits. Credits expire 90 days after they are allocated and cannot be combined with other discounts. OpenAI has set a target of $2.5 billion in ad revenue for 2026 and expects $100 billion by 2030. The advertiser base is still small, which is why these credits exist.
Our Take
This is not free money. It is a test budget for a new channel. We are treating it that way, and law firms should too. The opportunity is real because the platform is young and the advertiser base is small. Early entrants may see lower competition and cheaper clicks. The risk is also real because the approval process is manual and the ethical rules have not changed just because the platform has.
We are not recommending that every firm rush in. We are recommending that every firm be ready. Creating an account now costs nothing. Leaving it idle positions you to receive a credit offer if OpenAI expands the program.
What ADSQUIRE Is Doing
We are preparing our clients for this channel now. That means:
- Creating Ads Manager accounts so clients are positioned for credit offers
- Reviewing eligibility for each firm based on licensure and practice area
- Building compliance frameworks for ad copy that satisfies bar rules
- Aligning geotargeting with each firm’s admitted jurisdictions
- Developing conversational ad copy that informs without crossing into legal advice
- Setting up tracking to measure lead quality, not just lead volume
- Comparing performance against existing channels before scaling budget
- Monitoring OpenAI’s policy updates as the program expands
For law firms, the objective is not to chase every new platform. It is to test new channels with discipline and protect the firm from ethical risk.
ChatGPT Ads Update: New Tools and Our First Real Results
We have two updates to share on ChatGPT Ads. The first is a platform change. OpenAI is now generating ad variations for you based on your website and campaign settings.
The system creates a suggested ad, shows it to you, and lets you add it to an existing campaign with one click. OpenAI is moving from a blank canvas to a guided creation flow.
The second update is more important. We have started to see results.
The early data on ChatGPT Ads for legal services is encouraging. Legal services convert at roughly 2.8 percent on ChatGPT compared to 2.3 percent on Google, a 22 percent advantage for ChatGPT. The cost per click is also lower. Legal clicks inside ChatGPT are running around $2 to $5, averaging about $3.40. The same click on Google for immigration terms runs roughly $5 to $40, and personal injury terms can run $50 to $300.
There are real limitations. Conversion tracking is form fills only, and there is no native call tracking yet. Advertiser verification takes three or more weeks through a two-step process. But the early signs are worth paying attention to.
Our Take
We are not ready to declare ChatGPT Ads a replacement for Google Ads. The tracking limitations are real. The lack of call tracking is a problem for firms whose intake runs on the phone. The platform is still new, and early performance data can shift as more advertisers enter the auction. But we are past the stage of asking whether this channel is worth testing. The data says it is.
The creative suggestion feature is helpful, but we are treating it as a starting point. We are not accepting OpenAI’s copy without review. The legal vertical has compliance obligations that a general purpose ad generator does not understand. We will edit, refine, and verify every suggestion before it goes live.
What ADSQUIRE Is Doing
We are running ChatGPT Ads for clients and tracking the results closely. That means:
- Testing campaigns across multiple practice areas to compare performance
- Monitoring cost per click against Google Ads benchmarks
- Tracking form fill conversions and lead quality, not just volume
- Reviewing every AI generated ad variation for compliance before launch
- Starting advertiser verification early to reduce launch delays
- Documenting results so we can advise clients based on our own data, not hype
- Watching the platform for new features as OpenAI expands the ad product
- Comparing ChatGPT performance against LSA and Search for each client
For law firms, the objective is not to chase a new platform because it is new. It is to test it with discipline and let the data decide.
The New “Re-Review” Policy
Google Ads has added a new enforcement label called “Re-Review.” We had never seen it before. A US based divorce lawyer had their ads taken down with a notice that said “Not Allowed In The United States.” Under the status, one word appeared that we had not encountered in Google Ads before: “Re-Review.” This label is applied when Google automatically re-evaluates an ad after any change is made to an account. If you edit a headline, adjust a description, update a landing page, or make almost any other change, your ads can be pulled for a fresh policy review. Ads that were previously approved and serving can be paused while Google re-examines them.
Google has been tightening its enforcement throughout 2026. The company now uses robots instead of people to screen ads. These systems are faster, but they are also less precise. Legitimate advertisers are getting caught in the net. The Limited Ad Serving policy is part of the same push. It started on YouTube in 2024 and moved to select Google Search scenarios in June 2026. The August 2026 update pushed it across all Google Ads products, with a rollout that will finish in 2028. Every law firm running paid search is now inside that window. The practical result is that approved status no longer guarantees delivery.
Our Take
We posted about this because the frustration is real. Watching a legitimate law firm’s ads go dark for reasons that are not clearly explained is a problem. The burden is falling on the wrong advertisers. Every reputable law firm wants Google to eliminate scams. The frustrating part is watching legitimate businesses jump through increasingly complex approval processes while fraudulent advertisers still manage to appear.
That said, the direction is clear. Google is enforcing its policies more aggressively, and legal advertisers are in the crosshairs. Firms that understand the re-review process, document their compliance, and plan for disruption will be better positioned than those that react in the moment. This is a platform level change, not a temporary glitch. Waiting for things to return to normal is not a strategy.
What ADSQUIRE Is Doing
We are reviewing these accounts individually rather than assuming an automatic review is automatically a problem. That means:
- Identifying campaigns at risk of triggering re-review
- Reviewing account structures to reduce unnecessary edits
- Consolidating changes into planned batches to limit reviews
- Documenting ad copy, landing pages, and compliance reviews
- Appealing disapprovals strategically using the correct reason codes
- Monitoring review timelines and adjusting client expectations
- Maintaining negative keyword controls wherever possible
- Comparing performance against pre-review benchmarks
- Watching lead quality, not just lead volume
For law firms, the objective is not to avoid all changes. It is to make changes with discipline and protect the firm from unnecessary disruption.
Google Ads Support Is Now Just a Chatbot
Google Ads has replaced its support contact form with an AI chatbot. When you go to the support page now, you are redirected to a chat experience. The agent introduces itself with a message that says, “I’m an AI agent for Google Ads. After you describe your issue, I’ll offer some advice. If you still need help, I can look into what options you have for your account.” There is no immediate access to a human representative. Manual escalation is available only when the AI deems it necessary.
There is a second change layered on top of the chatbot. If you do manage to reach the support form, you must now tick an “Authorisation” box before submitting a query. That checkbox gives Google Ads specialists permission to access and make changes inside your account for troubleshooting purposes. The fine print is clear. Google does not guarantee results. Any adjustments are made at your own risk, and you remain solely responsible for the impact on campaign performance and spending.
Our Take
We posted about this on X because the change matters for anyone managing Google Ads accounts. We are not opposed to AI support in principle. For simple questions, a chatbot can be faster than waiting on hold. But Google Ads support is not always simple. Legal advertisers deal with policy flags, disapprovals, verification issues, and account suspensions. Those are not the kinds of problems a chatbot is equipped to resolve.
The authorization checkbox is the part that concerns us most. It shifts more responsibility onto the advertiser at a time when automation is already limiting hands-on control. If support makes changes and those changes hurt performance, the advertiser absorbs the loss. That is a trade-off firms should understand before they click the box.
What ADSQUIRE Is Doing
We are adjusting how we handle Google Ads support for our clients. That means:
- Documenting every support interaction in detail before escalation
- Preparing clear, structured descriptions of issues to help the AI agent understand the problem
- Reviewing the authorization terms carefully before granting account access
- Monitoring any changes Google support makes inside client accounts
- Maintaining our own internal documentation of policy flags and resolutions
- Escalating to human support when the AI agent fails to resolve an issue
- Keeping clients informed about what the authorization checkbox means for their accounts
- Comparing campaign performance before and after any support-led change
For law firms, the objective is not to avoid support entirely. It is to engage with support in a way that protects the account and the budget.
Google Is Testing Pure Search Campaigns in AI Mode
Google has started serving regular Search campaigns with exact and phrase match keywords in AI Mode. We spotted this change and confirmed it across multiple campaigns. A Google Ads Liaison confirmed it is a small experiment that recently kicked off. The caveat is significant. Eligibility is limited to searches where Google identifies explicit and direct user intent.
This is a departure from how AI Mode advertising worked before. Until now, the only way to appear in AI Mode was through AI Max, Performance Max, or broad match with smart bidding. Traditional Search campaigns with restrictive match types were locked out. Now they have a path in, but only when the user’s query maps directly to the advertiser’s keywords. For broader, more conversational queries, Google still relies on AI Max and Performance Max.
Our Take
We posted about this on X because it is a big deal for anyone managing Search campaigns. We think this is more than a small experiment. Google has been pushing advertisers toward AI Max for months. This change opens a door back to traditional Search campaigns. That door may be narrow right now, but it is open.
The caveat is the key. “Explicit and direct user intent” is doing a lot of work in that sentence. Google has not defined it. In practice, it likely means queries that are close to the keyword and carry obvious commercial intent. A user who types “divorce lawyer near me” probably qualifies. A user who types “what should I do if my spouse wants a divorce” probably does not. That distinction matters for law firms because both types of queries exist, and they require different campaign strategies.
What ADSQUIRE Is Doing
We are testing this behavior across our client accounts and documenting what we see. That means:
- Monitoring AI Mode placements for exact and phrase match campaigns
- Tracking whether AI Mode traffic appears as its own network row or folds into Search reporting
- Comparing performance between traditional Search campaigns and AI Max campaigns in AI Mode
- Reviewing search terms to identify which queries trigger AI Mode eligibility
- Documenting the types of queries that qualify as explicit and direct intent in the legal vertical
- Advising clients on whether to adjust their campaign structure based on what we learn
- Watching for Google to expand or formalize the experiment
- Keeping clients informed as the test evolves
For law firms, the objective is not to chase every experiment. It is to understand which changes affect your campaigns and to adjust based on data rather than speculation.
Google LSA Will Now Charge for Missed Calls
Google Local Services Ads is about to start charging for calls that go unanswered. Starting October 1, 2026, if a caller stays on the line for more than 20 seconds during your stated business hours, that missed call will be billed as a valid lead. We posted about this on X and the reaction was immediate.
There is a wrinkle that matters for firms with phone menus. If your system uses an IVR menu, the 20 second countdown does not start until the caller presses the first button. That detail changes how firms should think about routing. A long menu gives the caller more time to wait, which means more missed calls can become billable. Follow-up calls after a missed call can also be charged if they meet the valid lead criteria. Google will not charge for calls where the caller identifies as a returning customer, and its automated system still credits leads that are clearly invalid, such as spam or wrong numbers.
Our Take
We half hate this and think it is a money grab. But we also understand the logic. LSA calls are supposed to be answered quickly. That is the deal. If a firm pays for placement on a platform that promises high intent leads, it should be ready to pick up the phone. Google is putting teeth behind that expectation.
The IVR detail is the part that concerns us most. It changes the fix. A firm with a long menu needs to shorten it. The first keypress should route straight to a live ring group. And someone needs to log the timestamps between keypress and answer, plus the caller hang up time. Those timestamps give firms evidence to audit charged misses instead of guessing. Without that data, a firm has no way to challenge a charge it believes is wrong.
What ADSQUIRE Is Doing
We are reviewing LSA call handling for our clients before October 1. That means:
- Auditing phone menus to shorten the path from keypress to live answer
- Routing the first keypress directly to a ring group instead of a secondary menu
- Setting up call tracking to log keypress to answer and caller hang up times
- Reviewing business hours settings to ensure they match actual staffing
- Documenting call logs so clients have evidence if they need to audit charges
- Monitoring the automated credit system for invalid leads
- Comparing call answer rates against pre October benchmarks
- Advising clients on whether LSA remains the right channel for their intake volume
For law firms, the objective is not to avoid LSA. It is to make sure every call is answered, every timestamp is logged, and every charge can be verified.
Google Is Expanding LSA and Folding It Into Google Ads
Google is expanding Local Services Ads and migrating the platform into Google Ads as a specialized Performance Max campaign type with pay-per-lead goals. The migration began in August 2026 and runs through 2027, with legal categories expected in Q4 2026. The core stays the same: advertisers pay for valid leads, ads appear on Search and Maps, and keywordless targeting remains.
The migration brings major operational changes. Your LSA dashboard retires, and historical performance reports do not transfer, so they must be exported before migration. Weekly budgets convert to daily or monthly. Manual bidding and vertical-level target CPA are deprecated, and one target CPA applies per campaign, meaning separate campaigns are needed to keep different bids. Your Google Business Profile becomes the source of truth for name, address, and hours, syncing daily. Major profile edits can trigger a 24 to 48 hour review and a short campaign pause.
Our Take
We posted about this because the direction is clear and it is not slowing down. Google is prioritizing Performance Max, AI Max, and LSA. Pure Search may still exist, but the company is making it harder to rely on manual controls and standalone campaigns.
The frustration is legitimate. Firms that spent years building LSA accounts with manual bid strategies now have to rebuild that structure inside a different platform. The dashboard they know is going away. The reports they rely on do not transfer. The bidding controls they use are being deprecated.
That said, the core value of LSA is not changing. It remains a pay-per-lead channel with premium placement on Search and Maps. The leads are still valid calls and messages, not clicks. The Google Verified badge and review profile still carry weight. Firms that prepare for the migration will keep those benefits. Firms that wait will lose their historical data and scramble to rebuild their bidding strategy.
What ADSQUIRE Is Doing
We are preparing our clients for the LSA migration now, before the legal category moves in Q4. That means:
- Exporting historical LSA performance reports for every client before migration
- Auditing current bidding structures to identify accounts using manual or vertical-level tCPA
- Reviewing Google Business Profile accuracy for firm name, address, and hours
- Confirming GBP access and permissions for each client account
- Planning campaign structures that preserve separate cost-per-lead targets by practice area
- Documenting the migration timeline for each client based on Google’s phased rollout
- Setting expectations for a possible performance dip during the transition period
- Monitoring the legal category migration window for Q4 2026
- Comparing post-migration lead quality against pre-migration benchmarks
For law firms, the objective is not to fight the migration. It is to preserve the performance of the channel while adapting to the new management structure.
LSA Migration Now Includes Forced Waze Ad Inventory
Google’s migration of Local Services Ads into Google Ads is now pulling in an inventory source that no law firm asked for. Waze ads are being bundled into the Performance Max campaign type that will house every LSA campaign. We posted about this on X and the reaction was not subtle.
When your LSA campaigns migrate into Google Ads, they will become a specialized Performance Max campaign type with pay-per-lead goals. Performance Max campaigns for store goals already include Waze inventory as “Promoted Places in Navigation” pins. Advertisers do not opt in. The system automatically extends to Waze. No extra setup is required. No creative uploads are needed. Your existing assets get pulled into the Waze placement automatically. When law firms migrate, they inherit the Performance Max structure. That structure includes Waze inventory. There is no separate toggle to exclude it.
Our Take
We posted about this with some frustration because the pattern is exhausting. Every time Google says a migration “won’t be a big deal,” another inventory source or automation feature gets attached to it. Waze is the latest example. The Performance Max structure that houses LSA is not a neutral container. It comes with placement decisions built in.
We are not opposed to testing new inventory. There are accounts and campaigns where automated placement decisions find opportunities that manual targeting would miss. But legal advertising is not a category where “more placements” automatically means “better results.” A Waze pin for a personal injury attorney is not the same signal as a Maps listing for a plumber. The intent is different. The context is different. The economics are different.
The bigger issue is transparency. If Waze spend is flowing through your Performance Max campaign, how will you see it? Performance Max reporting has historically been opaque. Firms may find themselves paying for Waze impressions without a clear way to measure their impact or isolate them from Search and Maps leads.
What ADSQUIRE Is Doing
We are preparing for the LSA migration now, and Waze inventory is part of the planning. That means:
- Exporting historical LSA performance reports before migration to preserve the baseline
- Reviewing current LSA bidding and budget structures to understand how Performance Max will change them
- Documenting the Waze inventory inclusion and what it means for each client’s spend
- Testing whether Performance Max reporting can isolate Waze placements or if spend is blended
- Comparing lead quality before and after migration once the new campaign type is live
- Advising clients on whether separate campaigns are needed to protect Search and Maps budgets
- Monitoring Google’s rollout timeline for legal categories in Q4 2026
- Watching for any opt-out mechanism that Google may add
For law firms, the objective is not to fight the migration. It is to understand what the new campaign type includes, measure what it produces, and protect the budget from inventory that does not serve legal intent.
Google LSA Now Lets Clients Message Six Firms at Once
Google has expanded the number of firms a potential client can contact through Local Services Ads. The “Request Multiple Opinions” feature now lets a searcher send the same inquiry to as many as six law firms simultaneously. We posted about this on X and the reaction was immediate.
The feature was previously capped at four firms. Google introduced messaging for LSA in 2023 and has been refining the multi-firm contact option since then. The button appears after a user selects a firm to message, and Google then surfaces a “message a few others” list of competing providers who are opted into messaging.
Our Take
We posted about this because it changes the economics of LSA leads. A message that was previously shared with three other firms is now shared with five. The competition for the same lead has increased by fifty percent. That is not a small shift.
But we also see this as an opportunity for firms that are prepared. Every firm now has another chance to differentiate itself, not through bigger budgets, but through a better client experience. The firms that answer quickly, have a professional intake team, communicate clearly, and make scheduling a consultation effortless are the ones that come out ahead. Marketing has never been just about getting the phone to ring. It is about what happens in the minutes after someone reaches out.
What ADSQUIRE Is Doing
We are reviewing LSA intake processes for our clients in light of this change. That means:
- Auditing current message response times to identify gaps
- Reviewing intake workflows to ensure every message gets a fast, professional reply
- Testing auto-response and notification systems to reduce response delays
- Comparing LSA message lead conversion rates before and after the six-firm expansion
- Advising clients on staffing and coverage during business hours
- Monitoring the feature for further changes as Google continues to test it
- Documenting which firms are appearing in the “message a few others” list and why
- Keeping clients informed about how shared leads affect their cost per case
For law firms, the objective is not to complain about shared leads. It is to be the firm that wins them.
Passkeys Are Here: A Simple Guide on What to Expect
Passwords are on the way out, and passkeys are taking their place. A passkey is a digital key that stays on your phone or computer. You do not type it or send it to a website. You unlock it with your face, your fingerprint, or your device PIN. Unlike a password, there is no reusable secret to steal.
The numbers show this is real. The FIDO Alliance estimates that 5 billion passkeys are now in use. Amazon says 465 million customers use them, with sign in six times quicker than passwords. Microsoft will make passkeys the default for its business login service starting September 2026. Most people store passkeys in the built in password manager on their device, such as iCloud Keychain, Google Password Manager, or Windows Hello.
Our Take
We recently posted about the frustration of managing Google Ads campaigns in a platform that keeps changing the rules.
That post was about platforms changing the rules and users having to adapt. Passkeys are a different kind of change. This one actually makes life easier and safer. The direction is clear. Sign ins are moving away from secrets you type and toward keys you control. That is good news for anyone who is tired of forgotten passwords and fake login pages.
The change will not happen overnight, but it is already well underway. Firms that treat security as a priority will be better positioned than those that wait.
What ADSQUIRE Is Doing
We are monitoring how passkeys affect the platforms our clients rely on, including Google Ads, Google Business Profile, and the tools used to manage campaigns. That means:
- Watching for changes to sign in requirements across advertising platforms
- Advising clients on account security best practices
- Reviewing how passkey adoption affects access to shared accounts
- Keeping clients informed as more platforms require or recommend passkeys
- Helping firms plan for transitions that affect their marketing infrastructure
For law firms, the objective is not simply to adopt every new security feature. It is to protect client data and maintain access to the tools that drive cases.
The Bottom Line
The platforms are changing, and the firms that prepare now will be better positioned than those that wait. ChatGPT Ads are producing early results. Google Ads enforcement is getting stricter and support is getting more automated. LSA is expanding, migrating, and charging for missed calls. Passkeys are replacing passwords.
If you want help navigating any of these changes, reach out. We are testing, documenting, and adjusting for our clients every day.
Contact ADSQUIRE Today!
