Google Just Introduced a New LSA Feature for Law Firms—And We Think It’s a Big Opportunity

If you’ve been paying attention to Google’s Local Services Ads lately, you may have noticed something new: a button called “Request Multiple Opinions.” With one click, a potential client can send the same inquiry to as many as six law firms simultaneously.

At first glance, that sounds like more competition for the same lead. And it is. But for firms with the right marketing strategy, a strong intake process, and a team watching for changes like this, it’s also another chance to stand out — without spending another dollar to do it.

That’s the thing about digital marketing: Google is always evolving, and every update creates a window for prepared firms to gain ground on everyone else.

 

 

What “Request Multiple Opinions” Actually Does

Traditionally, someone searching for a personal injury lawyer through Local Services Ads would pick one firm and reach out directly. Google is now testing a feature that lets that same person send one message to several attorneys at once — they select the firms, write a single inquiry, and Google delivers it to each one they chose.

It’s the same instinct that drives people to compare a few roofers or get a second medical opinion before committing. Google is simply bringing that behavior to legal search.

Why We See This as an Opportunity, Not a Threat

It’s easy to look at this feature and focus on the added competition. We look at it differently: every firm now has another chance to differentiate itself — not through bigger budgets, but through a better client experience.

The firms that answer quickly. The ones with a professional intake team. The ones that communicate clearly and make scheduling a consultation effortless. Those are the firms that come out ahead. Marketing has never been just about getting the phone to ring — it’s about what happens in the minutes after someone reaches out.

Speed Was Always an Advantage. Now It’s Front and Center.

Picture a potential client messaging six firms at once. One responds within two minutes. Another responds an hour later. Three call back the next morning. One never follows up at all. It’s not hard to guess who gets the first real conversation.

We’ve consistently seen that fast, professional follow-up shapes the client’s entire impression of a firm — this feature just makes that advantage impossible to ignore. It’s exactly why we spend as much time on our clients’ intake systems as we do on their campaigns.

Reviews Just Became an Even Bigger First Impression

When someone is comparing several attorneys side by side, they’re actively looking for signals to help them decide — Google review ratings, review volume, years in business, attorney photos, the Google Screened badge, and an overall complete, professional LSA profile.

These details aren’t extras anymore. For a lot of prospective clients, they’re the first impression of your firm — before anyone picks up the phone.

Why the Right Marketing Partner Matters Here

Legal marketing never sits still. Google rolls out new features, search behavior shifts, AI reshapes how people find information, and Local Services Ads keep evolving alongside all of it. Our job is to track those changes so our clients don’t have to.

When Google introduces something like “Request Multiple Opinions,” we’re already asking the next questions: How does this affect lead quality? What should firms change about their intake? How do we tighten response times? How do we turn this into an advantage instead of a threat? That’s the work happening behind the scenes, every time Google moves.

What Your Firm Should Be Doing Right Now

If you’re running Local Services Ads, this is a good moment to take an honest look at your intake process. Ask yourself:

• How quickly are we responding to new leads?
• Are calls being answered after hours?
• Is anyone following up by text?
• Is scheduling a consultation actually easy?
• Does our Google profile inspire confidence at a glance?

If you can answer “yes” across the board, you’re already positioned to benefit from this update.

Change Creates Opportunity

Every time Google rolls out something new, there’s a short window where the firms that adapt fastest gain real ground — we’ve seen it with Local Services Ads, with AI-powered search, and with Google Business Profiles. This is no different.

Some firms will see this as more competition. We see it as another opening to help our clients stay a step ahead. That’s exactly where we want to be.

If you want a read on how your intake process would hold up under this feature, call us at 877-602-7510 — we’ll walk through it with you.