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Google Local Services Ads (LSA) Identification Verification (IDV) for Legal Professionals

Google

How to Complete Google’s Legal IDV Process for Local Services Ads

Google now requires attorney profiles in Local Services Ads (LSAs) to complete an Identification Verification (IDV) process. Without verification, your campaigns may pause, disrupting lead generation and ad performance.

A Brief History of Legal Verification in LSAs

When Google launched LSAs for legal professionals in 2020, background checks were initially required to verify attorneys. However, in 2021, Google deemed these checks redundant and removed the requirement. To maintain a high level of legitimacy and trust, Google introduced the IDV process in 2024. This new system ensures attorney identities are verified without the need for background checks, providing a more efficient and streamlined process for compliance.

What Is the IDV Process?

The IDV process begins when Scorpion initiates verification by submitting the attorney’s legal name, email address, and Bar ID in the Local Services Ads (LSA) portal. This prompts Evident, a third-party provider, to email the attorney with a link to complete the verification.

The attorney must then upload a copy of their legal identification—such as a driver’s license, passport, or other official ID. All submitted information, including the name on the ID, must match the details provided in the LSA portal for Evident to approve the verification.

How Scorpion Supports You in the IDV Process

  1. Review & Preparation

    Scorpion identifies which attorney profiles in your LSA account need verification and prepares the necessary details for submission.
  2. Submission to the LSA Portal

    Our team submits your attorneys’ legal names, emails, and Bar IDs to the LSA portal to initiate the verification process with Evident.
  3. Action Required: Complete the Evident Submission

    Attorneys will receive an email from Evident titled “Action Required to Complete Your Identity Verification with Google Local Services Ads.” Check your inbox (or spam/junk folder) and follow the link to submit the required documents.
  4. Track Progress

    Scorpion monitors the status of your verification to ensure completion and provides updates:

           Started: Verification has been initiated.

           Stuck: Issues requiring action.

           Passed: Verification complete, and ads are live.

Avoid These Common Pitfalls

  • Name Mismatch: Ensure names match legal IDs to avoid delays.
  • Missed Emails: Check spam/junk or contact us if the Evident email isn’t received.
  • Verification Failures: Scorpion will resubmit or temporarily adjust profiles if needed to restore ad functionality.

Why It Matters

Successful verification ensures uninterrupted ads, enhances credibility, and maintains lead generation.

Need Help?

Navigating the IDV process is easy with Scorpion by your side. If you have questions or concerns, reach out to your account manager for assistance.

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