Law Firm Advertising Examples: Google Ads Implement Identity Verification

Find out how this change is affecting lead generation for lawyers, and avoid losing web traffic and leads for your law practice

Google recently announced that small businesses that utilize their business tools may be affected by new antitrust bills that are being discussed in the House and Senate. These bills will inadvertently impact law firms and lead generation campaigns by making it harder for potential customers to find them. Since many lawyers rely on Google’s business tools and ads to market their services, it is important to understand how these changes may impact your business.

What to Expect with Identity Verification

This new process is being set in motion to enhance transparency, and to cut back on biased advertising. The rollout will likely take several years to complete, with certain industries being prioritized over others. Each business that advertises on Google will receive a notification when it’s their turn, and will have 30 days to submit the information required to verify their identity. When all of the necessary information is collected, Google will take between three and five days to complete the process. 

The pertinent information includes, but may not be limited to:

  • Geographical location of business operations
  • Personal identification
  • Business documentation

If Google does not receive the necessary documentation within 30 days, your ads will be turned off until the matter is resolved. Law firms are encouraged to develop a plan now to avoid reductions in web traffic, and negative impacts to their legal marketing campaigns.

Affected Law Firm Advertising Examples

Google’s new identity verification is meant to serve as a way to be more transparent about who is advertising to potential customers. Unfortunately, these changes may have an inadvertently negative impact on your law firm’s advertising efforts. For example, if the Google Ads products are disconnected from each other, it could reduce the efficacy of your marketing, and may also impact your law firm’s business tools (Docs, Maps, Gmail, etc.) as your business applications may be at risk to no longer connect and work seamlessly with one another. 

If you are participating in legal lead generation campaigns, make sure you are working with a reputable well-known lead generation company, like Grow My Firm Online, who is 100% dedicated to compliance.  We’re carefully monitoring the changes in legislation affecting internet marketing, data privacy, and legal marketing to make sure we fulfill all the requirements.  This high level of dedication to compliance means you can be confident there will be no interruption in lead generation services to our legal partners and no adverse ethical considerations.

Industry Reactions

The primary concern about Google’s new identity verification requirement comes from law firms that handle their own digital advertising. Small law firms worry that if they are not aware of changes in the regulation associated with ad accounts, then they may miss out on important updates. This can result in ads and google business tools being disabled. If your ads are disabled without your knowledge for any length of time, you could be missing out on traffic from highly qualified leads. 

Generate Leads Without The Hassle!

The online marketing space is constantly changing.  Make sure that you are up to speed with technological disruptions that can affect your law firm.  Otherwise you could lose potential clients.

To learn more about Google’s new identity verification process, and what you can do to make this a seamless transition for your firm, contact Grow My Firm Online today to speak with a legal marketing expert for more information.

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