Until around 2012, Google Local Services Ads (LSA) required Identity verification. Google used to use Pinkerton, then later switched to Evident, a third party which verifies user’s identity.
Google announced this to attorneys in some states via email May 27, 2025 in an email titled “Complete identity checks by July 25th, 2025 to continue running ads on Local Services Ads”.
The change began rolling out in 2024 and was supposed to be complete in 2024, but that didn’t happen due to LSA being horribly managed by Google.
What’s next?
The email address on file for each attorney listed in an LSA account will be sent an email to complete verification.
Important notes:
- The LSA account admin email may be completely different from the attorney’s email address.
- The email will come from Evident and will not be sent to account managers.
- The attorney must have their Driver’s License on hand to complete verification. During verification, a text is sent to the attorney and the license pic must be taken live.
Evident began emailing attorneys ID Verification emails on June 2, 2025.
Attorneys have until July 25, 2025 to complete verification. Failing to complete verification will result in the account being suspended.
Dates these emails are received, and deadlines, may vary by state and/or LSA account.
Here’s what the initial email looks like that was sent out in May 2025 which reads “Local Services Ads verification steps have been updated for your industry”.
The evident email:
The evident email will arrive from support@evidentid.com with the subject line “Action Required to Complete Your Identity Verification with Google Local Services Ads”.
The email looks like this:
Simply click “Begin Now” to get started.
Upon completion of Identity Verification, you’ll receive this screen:
Once your information is received, you’ll become verified in a few days with Google LSA.
Related resources:
- Optimize My Firm: LSA for Lawyers Management
- Google: Understand the screening and verification process
