On November 10, 2025, Google announced “Message Fanout” was coming to Local Services Ads (LSA). For end users, the feature shows up beside LSA results as a button called “Request Multiple Options”.
The “Request Multiple Options” was first spotted in the wild today by Optimize My Firm. It appears Google rolled it out a little after 11PM ET on November 18, 2025.
This is what it looks like:
If a prospective client clicks “Request Multiple Options”, they are then prompted to send their message By default, 4 law firms are selected without the user ever seeing which firms Google added.
Users are indeed able to click the “See selected businesses” button to see which firms Google picked out:
What Happens When a User Sends a Message to 4 Firms?
Law firms advertising with LSA who have enabled the “Messaging” feature are eligible to receive these messages.
When a user uses the “Request Multiple Options” feature, the message is sent to every firm selected.
Law firms then receive the message via email or text or both, whatever they have configured in LSA.
Are All Four Law Firms Charged for this LSA Lead?
Yes. Google affectionately calls this “value-based pricing”. According to Google’s November 10, 2025 email:
“We’re introducing value-based pricing where we offer discounts on message leads that are based on the estimated value of the lead (as opposed to a flat 50% discount on the equivalent call lead price, previously). We determine lead value based on the consumer’s likelihood to book the service, using a number of factors including but not limited to our knowledge of the consumer, the service requested by them, and whether they also contacted other businesses for the same need. This means that you may see higher discounts for leads where the consumer contacts multiple businesses (fanout leads). This means that your spend on message leads will now be better aligned with their value to you. You can view your total spend on, and the corresponding volume of message leads, on your reporting dashboard.”
What does that mean? Who knows! Basically, if an LSA call is $400, a message lead should be $200 or less. Time will tell.
Should Law Firms Opt Out of Message Leads?
If you have message leads enabled, it’s vital to reply to them rapidly. Google suggest you reply in under 24 hours. I advise people to reply in under 1 minute.
Google claims enabling the Message Leads function improves LSA “Ad Rank”. We’ve never observed a measurable improvement here, but, LSA is so erratic, it’s impossible to know. Most firms we work with disable the feature. However, it just depends. Time will tell what these leads cost.
