Just when you thought you understood Local Services Ads (LSAs), Google changes the game. Gyi and Conrad sound the alarm on the latest shift in LSA terms—and this one’s a doozy. Google now claims the right to tweak, repurpose, and plaster your ad content wherever it wants. Cool cool cool… unless you’re a lawyer who cares about things like client confidentiality and ethics.

Is this a harmless update? A marketing landmine? Or just another “oops, didn’t read the fine print” moment? The guys debate what opting in *really* means, how it could affect your firm, and why blind trust in Big Tech is looking less like a best practice and more like a liability.

Insight from Anthony Higman on LinkedIn

Takeaways:

• Google’s changing the rules on LSAs—again.  


• Your ad content? They can now modify and use it freely.  


• Ethics red flag: This could compromise client confidentiality.  


• Most lawyers have no idea this is happening.  


• Opting in might mean opening a can of worms.  


• Google’s rollout? Vague at best.  


• Legal marketers are losing faith.  


• Ad performance and trust are both on the line.  


• Law firms must weigh ethical risks before opting in.  


• Transparency isn’t optional—it’s essential.  

Chapters

00:00 – Breaking News: Google Drops LSA Bombshell

01:12 – What Google’s New Data Policy Really Means

06:00 – The Opt-In Confusion (and Consequences)

11:00 – Google’s Data Grab and Pricing Power Play

17:15 – AI, Ethics, and the Future of Legal Ads