Google’s Local Services Ads (LSAs) have become a valuable lead source for many law firms. But Google’s updates to its 2025 LSA terms and conditions, set to roll out June 5, deserve serious attention from legal professionals. The new terms introduce broader permissions around call data and content use, raising real questions about confidentiality, privilege, compliance, and even cost control.
At LaFleur Marketing, we’re tracking these developments closely. Here’s what you need to know, what risks are emerging, and what proactive steps you can take to protect your firm.
The current reality: LSA calls have always been non-privileged
Even under the current LSA terms, initial intake calls routed through Google’s platform are recorded, stored temporarily (typically 60–70 days), and not protected by attorney-client privilege.
Here’s what the existing (2017) LSA terms and conditions say about intake data:
Disclosure to Third Parties. Google may disclose to customers or other third parties information relating to your Use of the Local Services platform (for example, how often and how soon you respond to customer messages, the number of repeat customers you have, the average duration of your Service, number of Services performed, and feedback ratings and reviews, both positive and negative, on your performance). This information may also be made available on third-party websites.
Access to Data in the Service. You authorize Google, its affiliates, and their agents to access, monitor, and record telephone calls, text messages, live chat, and other communications initiated through the Programs (e.g., click-to-call ads). You also will obtain the necessary permissions required under local law and will notify your Team that these communications may be recorded and will obtain their consent to the recordings. Google may use information collected under this paragraph in compliance with its Privacy Policy.
Unless opposing counsel sends Google a preservation of evidence letter during that short retention window, recordings are deleted, but that doesn’t mean the conversations are confidential. They are not.
For firms relying heavily on LSAs, this means intake teams should already be treating these initial calls as non-privileged—avoiding sensitive legal advice and case specifics at this first touchpoint.
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What’s changing in the 2025 LSA terms and conditions
The new LSA terms significantly expand Google’s rights, broadening their ability to use the data they collect through your ads and intake process.
Expanded use of call and message content
Google now claims the right to use content from intake calls, messages, and linked URLs to “optimize” your LSA presence. Their examples are benign, like pulling your logo or website photos to enhance your ad profile, but the scope of this permission is much broader.
Critically, nothing in the language restricts Google from using more detailed intake content if they choose to.
Global, perpetual content licensing
Under the new terms, anything submitted to Google through LSAs—including logos, bios, and potentially call recordings—is granted to Google under a global, perpetual license.
Translation: Google can use, adapt, and share your firm’s materials without additional permission, indefinitely. Even if their intent today is benign, the scope of the license covers much broader future use.
Mandatory binding arbitration
Unless you affirmatively opt out, any dispute you have with Google must be resolved through binding arbitration, not through the courts. That’s increasingly common in tech contracts, but it limits leverage and formal recourse if serious concerns arise.
Attorney-client privilege: why it’s still a critical concern
Attorney-client privilege ensures that clients can speak freely, disclose sensitive facts, and seek advice without fear that their words will be used against them later. That privilege, however, is not absolute. Once a third-party like Google records or claims rights over those communications, the privilege can be lost entirely.
Intake conversations through LSAs fall outside traditional privilege boundaries because they are facilitated by an external, non-agent third party. That should already be triggering risk management protocols inside firms. However, the 2025 LSA terms elevate the exposure by expressly granting Google the right to repurpose those communications “to optimize” advertisements across its ecosystem.
This means that even a seemingly casual mention of case details, pricing structures, or personal client information during an LSA intake could be stored, analyzed, and potentially repurposed without further notice or control.
The risks are not hypothetical:
- If a client discloses confidential facts about pending litigation, and that call is reused to “enhance” a profile, the breach could trigger ethical violations.
- If Google pulls snippets of intake data to build automated content, a misstatement about your firm’s practice areas or success rates could expose you to state bar sanctions.
- Even if no direct misuse occurs, the mere existence of third-party copies of confidential communications could weaken privilege claims in subsequent litigation.
Law firms need to treat every intake routed through LSAs as public-facing. Intake processes should shift toward high-level screening only: identifying general legal needs, confirming availability for consultation, and then immediately routing the conversation into a secure, firm-controlled channel.
Critically, firms should also prepare internal documentation showing how they protect confidentiality and minimize sensitive disclosures at the point of intake. In the event of a client challenge or ethics complaint, demonstrating proactive safeguarding steps will matter.
Attorney-client privilege is not just a best practice. It’s the foundation of client trust. And in the era of automated marketing ecosystems, protecting it requires intention, discipline, and continuous oversight.Attorney-client privilege hinges on reasonable expectations of confidentiality. When a third-party (in this case, Google) intercepts or stores communications, it eliminates that protection.
Beyond privilege concerns, there’s another emerging risk law firms should consider: how Google might use intake data to shape LSA pricing strategies.
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Potential implications: Could Google use intake data to influence LSA pricing?
Some experts have raised concerns that broader data use rights, particularly the right to analyze intake call content, could theoretically support future pricing or optimization strategies. However, there is no public evidence that Google uses intake call data to adjust Local Services Ads (LSA) pricing.
The core worry is this: if Google begins to mine intake conversations for insights such as service offerings, urgency cues, or price sensitivity, it could eventually influence how LSAs are priced, ranked, or displayed. Google’s broader advertising systems, such as Google Ads, already incorporate behavioral signals to refine auction dynamics.
Again, this remains speculative. Google has not announced plans to use LSA intake data for pricing or placement decisions. But given the company’s track record of monetizing user data across its platforms, it is reasonable for law firms to approach intake management with caution.
In short: intake conversations are no longer just about lead capture. Even if nothing changes immediately, the foundation has been laid for more dynamic and data-driven advertising systems. Until there is greater clarity, law firms should minimize unnecessary disclosures during intake and operate under the assumption that anything routed through Google could eventually factor into optimization models, directly or indirectly.
Additional considerations: Downstream use of intake data and profile accuracy risks
Expanded data usage rights open the door to broader, cross-platform applications. Intake content might not just stay within LSAs. It could, theoretically, influence how your firm appears in Google Maps, organic search snippets, or Google Business Profile content.
Additionally, Google’s increased use of auto-generated profiles means your firm’s public-facing LSA listing could now include scraped or misinterpreted data: creating advertising or ethics compliance risks if practice areas, certifications, or fee structures are inaccurately represented.
You are handing Google a lot of raw material. Some of it may be used to tell your firm’s story, whether you like the framing or not.
Law firms will have to monitor their listings for accuracy. If Google misinterprets or pulls language from a call or a website page and creates a misleading claim about your services or expertise, you could risk noncompliance with bar advertising rules and your Rules of Professional Conduct.
We recommend reviewing your profiles periodically to ensure they reflect your firm’s actual practice areas and credentials. As always, vigilance is critical.
What law firms should do now
These risks to confidentiality, privilege, pricing, and broader data use are manageable with the right systems and precautions. Here’s where we recommend starting.
Audit and update your intake scripts
Intake staff should:
- Avoid asking for detailed legal facts during the first call.
- Encourage secure follow-up communications once a formal representation agreement is discussed.
- Use clear disclaimers (“This conversation does not establish an attorney-client relationship”) when appropriate.
We highly recommend reviewing your current scripts and processes with a marketing and compliance expert, and we’re happy to assist.
Invest in intake training
Make sure your intake, marketing, and leadership teams understand how LSA intake differs from traditional lead sources, and where the pitfalls lie. Your intake team should:
- Be aware of the lack of privilege on LSA calls.
- Understand how to transition leads into secure conversations.
- Route leads to secure channels quickly
- Know how to spot and escalate sensitive disclosures.
Training your team is just as important as updating your scripts.
Monitor and correct your public LSA profiles
It’s always been a good idea to routinely check your LSA profiles. If you sign off on the 2025 LSA terms and conditions, this becomes even more essential.
- Regularly review your firm’s LSA listings for accuracy.
- Flag and correct any misleading auto-generated content that could trigger ethical issues.
Stay informed and strategic
There’s no need to panic. Many firms, especially in legal advertising, are still using LSAs effectively. But informed, cautious participation is essential.
We encourage:
- Waiting to accept the new terms until more industry-wide guidance emerges.
- Bringing these issues to the attention of your state bar or ABA representatives.
- Preparing contingency plans for alternative lead generation strategies if needed.
Advocate and stay involved
If you’re unhappy with Google’s proposed 2025 terms and conditions, leverage your network and advocate for change. Collective action from legal professional organizations, like the ABA and AAJ, might be able to effectuate more change than a single marketing agency or law firm.
- Engage with state and national organizations. The legal industry needs to push for greater clarity around third-party data usage in lead generation.
Our take: Stay calm, stay proactive
While the 2025 LSA terms create new risks, they don’t necessarily require immediate withdrawal from the platform. What they do require is:
- Awareness
- Careful process management
- Ongoing intake script refinement
- A strong commitment to protecting your clients and your ethical standing
At LaFleur, we believe in empowering law firms to market confidently without sacrificing professionalism or client trust. We’ll continue to monitor Google’s moves, share what we learn, and help you adjust your strategies to stay compliant, competitive, and client-focused.
If you want a deeper intake audit, LSA strategy review, or a risk-reduction consultation, reach out. We’re here to support your growth. We’re here to help.
References
Local Services Additional Terms for Providers (United States). 2025. Google. Retrieved from https://www.google.com/ads/localservices/TC-US-2025-03.html
Local Services Additional Terms for Providers (United States). 2017. Google. Retrieved from https://www.google.com/ads/localservices/TC-US-2017-08.html
