Google's Important Update for LSA in Lawyer and Real Estate Verticals [October 2021]

Google has put in place a significant change regarding Local Services Ads (LSA) in lawyer and real estate verticals. Starting from October 18th, Google will no longer require background checks for new sign-ups in the lawyer vertical across all states and in the real estate vertical in 29 states.

After conducting thorough research on the lawyer and real estate industries, Google has decided to remove the background check requirement for lawyers in all states and real estate agents in 29 specific states. This decision is based on the recognition that lawyers typically undergo background checks as a mandatory part of their licensing process. Similarly, some states require background checks for real estate agents.

For accounts that have already been created on the Local Services Ads platform for lawyers and real estate agents, you may still see the background check listed on the Business Verification tabs of your accounts. However, it’s important to note that you are not required to initiate or complete these checks. Over the next month, Google will gradually remove the background check requirement from applicable provider dashboards on all previously created accounts.

During this transition period, not having the background check marked as completed for the affected accounts will not impact your account or prevent your ads from serving on the platform.