How Law Firms Can Respond to Google’s Request Competitive Quotes Feature

A New Twist in Google’s Local Service Ads

Google’s Local Service Ads (LSAs) have been a valuable tool for attorneys looking to connect with clients who need legal help. These ads give firms premium visibility by placing them directly at the top of search results, increasing the likelihood of being chosen by potential clients. However, Google’s latest feature, “Request Competitive Quotes,” is adding a new layer of complexity to the game.

This feature allows users to request quotes from multiple service providers—even after they’ve shown interest in a particular firm. What this means for attorneys is that competitors now have another opportunity to step in, creating a more competitive environment. While this gives users more choices, it presents the challenge of having to fight harder to secure leads, even when initial interest was already gained.

How Does “Request Competitive Quotes” Work?

When potential clients use Google’s “Request Competitive Quotes” feature, they can select several service providers to request quotes from simultaneously. After selecting the firms they’re interested in, they input a message and their email address, and Google sends the quote requests to all chosen firms at once.

For attorneys, this means that even if a potential client has shown initial interest in their firm, competitors still have a shot at pitching their services. This shift keeps the door open for more firms to bid on the same lead, intensifying competition.

One big question remains unanswered: Will all the firms that receive the quote request be charged for the same lead? This is a critical concern for legal advertisers, as it could significantly impact how firms measure the value and cost-effectiveness of LSAs. Google has been experimenting with various updates to LSAs and local listings, and while this feature is being tested, it’s unclear how or if it will fully roll out. Until then, questions about lead attribution and billing remain unresolved.

Implications for Attorneys’ Marketing Strategies

With this new feature, attorneys need to adjust their approach to Local Service Ads. While LSAs have been an effective way to generate leads, the introduction of competitive quotes adds a new challenge. Attorneys will now face increased competition at the final stages of a potential client’s decision-making process. Firms that respond quickly with compelling offers will have the best chance of standing out.

There’s also the concern of how Google will charge firms for these leads. If multiple firms are billed for a single lead, it could drive up costs, making it harder to calculate the return on investment. Legal marketers will need to pay close attention to how this feature impacts lead attribution and consider refining their strategies to focus on quick follow-up and highlighting unique value propositions that set them apart from other firms.

Embracing the Challenge

As Google continues to modify its Local Service Ads platform, attorneys must be ready to adapt to features like the “Request Competitive Quotes” option. While this change adds more competition at the final stage of lead generation, it also presents an opportunity for firms to refine their strategies—making sure they stand out with faster responses and personalized offers that resonate with potential clients.

The uncertainty around how leads will be billed adds another layer of complexity, emphasizing the need for law firms to stay flexible and proactive. This is where TSEG’s expertise comes into play. We understand the legal market and the nuances of digital advertising, and we tailor strategies specifically for law firms. From optimizing your firm’s ad placement to enhancing your follow-up processes, TSEG ensures you’re not just competing—you’re leading. Partner with us today.