Google Tests Law Firm Branding in Local Services Ads

New Look for Google Local Services Ads

Recently, Google started testing a potential shift in its Local Services Ads (LSAs), allowing law firms to use photos from their business profiles instead of the usual attorney headshots. While this change is currently in a testing phase, it’s something law firms should monitor if they want to explore different ways of presenting themselves online.

For years, attorney headshots have been a standard requirement in LSA ads, offering a personal touch that can build trust with potential clients. However, Google is now experimenting with the idea of letting firms showcase their brand through other images, possibly featuring their office, staff, or firm logo. Whether this becomes a permanent option remains to be seen.

Impact on Law Firm Image and Brand

This test has the potential to shift how law firms present themselves to potential clients. Instead of focusing solely on individual attorneys, firms could lean more into promoting their overall brand. Displaying images of the office, team, or firm logo might help law firms create a unified brand identity, strengthening their presence and aligning LSAs with other marketing efforts like websites and social media.

However, moving away from attorney headshots could reduce the personal connection that headshots help establish. Seeing the face of the attorney can build trust and make potential clients feel more comfortable. Firms must weigh whether the added branding consistency outweighs the loss of this personal touch.

Overcoming Current Challenges with LSA Setup

One of the most common frustrations law firms face when setting up LSAs is getting their attorney headshots approved by Google. The platform has strict guidelines regarding photo quality, often rejecting images for reasons like low resolution, poor lighting, or improper cropping. This can lead to delays in getting ads live, adding complications to the process.

Google’s test of using business profile photos could provide relief from these headaches. By allowing firms to use photos already approved on their Google Business Profile (GBP), the approval process might become more efficient, simplifying ad setup and reducing delays.

Nevertheless, law firms should ensure that their GBP images, whether featuring the office or other aspects of the firm, meet professional standards. High-quality images remain critical to maintaining a polished, credible online presence.

Suggested Actions for Law Firms

While this test is ongoing, law firms should continue using professional attorney headshots for their Local Services Ads. These photos remain a key part of building trust with potential clients. However, firms should also prepare for the possibility that this change could become permanent. Start curating high-quality images of your office, staff, or logo and upload them to your Google Business Profile to ensure readiness.

By maintaining both attorney headshots and firm-related photos, your firm can stay flexible and ready to adapt to any changes Google rolls out. This way, your firm is prepared no matter which direction Google takes LSAs in the future.

Preparing for What’s Next in Local Ads

With Google testing changes to how law firms can present themselves in Local Services Ads, staying updated on the latest developments is crucial. Whether this test becomes permanent or not, it signals that flexibility in how firms advertise is something Google is exploring. Firms should be proactive by continuing to use professional headshots while also preparing for a shift toward brand-focused images if needed.

TSEG is here to help guide your firm through these changes. We’ll ensure your ads are optimized to meet current requirements while preparing for any shifts in strategy. From securing high-quality headshots to crafting a cohesive brand presence using firm photos, TSEG can position your firm to succeed, regardless of the direction Google takes.

Stay informed, stay flexible, and let TSEG help you make the most of whichever direction these ads take. Contact us today.