Google Local Services Ads is changing how professional service businesses appear in search results. Starting in October 2026, Google will remove the Featured Professionals feature and make professional headshots optional.
For example, when someone searches for a lawyer, they might want to see the lawyer’s photo and learn about their experience before reaching out. With this update, law firms may need to rely on their business profile, customer reviews, and website to help potential clients feel confident and build trust.
What Is Changing in Google Local Services Ads?
Google has two changes to Local Services Ads.
- Featured professionals are being removed. Advertisers will no longer be able to showcase individual professionals, such as a particular lawyer, directly in their ads.
- Professional headshots are becoming optional. Advertisers can run their ads without providing a professional headshot, and Google says this will not affect ad serving.
Other elements of the ad, including business photos and customer reviews, will remain unchanged.
Why Does This Google Local Services Ads Update Matter for Law Firms and Service Businesses?
For professional service businesses, trust is a key part of getting new clients. A person looking for a lawyer, for instance, might feel more at ease if they can see the attorney they might work with.
Previously, law firms could use the Featured Professionals option to highlight a particular lawyer. This provided another way to introduce their team before a potential client contacted the business.
With this feature being removed, advertisers will need to pay closer attention to the other information displayed in their ads.
Business photos, customer reviews, accurate service information, and a maintained business profile are still important parts of how a business presents itself.
Will Removing Headshots Affect Google Local Services Ads Performance?
One important detail in Google’s announcement is that professional headshots are optional and will not affect ad serving.
Advertisers therefore do not need to assume that they must upload a headshot to keep their local services ads running.
That said, ad serving and customer response are two different things. A headshot may influence how a potential customer perceives a business, even if it is not required for an ad to appear.
The actual impact on calls, enquiries, and lead quality remains unclear. Businesses should monitor their campaign results instead of assuming that the change will have a particular effect.
Next Steps for Google Local Services Ads Advertisers
If you manage Local Services Ads for a law firm or another eligible service business, there are a few practical steps worth taking.
1. Review Your Local Services Ads Profile
Go to your account to see how your listing looks after the update. Make sure your business details, service areas, hours, and other information are accurate.
2. Keep Your Business Photos Relevant
Although professional headshots are becoming optional, Google has confirmed that business photos will stay the same. Use relevant pictures that show your business and services accurately.
3. Continue Building Customer Reviews
Reviews can help potential customers decide before they call. Encourage feedback and reply to reviews in line with Google’s rules.
4. Monitor Leads and Campaign Performance
Compare your results before and after the change. Track how many leads, the cost per lead, and booked appointments where that data can be seen.
Allow time to gather meaningful data before deciding if the update has changed your results.
5. Strengthen Your Wider Local Search Presence
Local services ads are one part of a business’s online visibility. Keep your Google Business Profile, keep your website information updated, and make sure visitors can easily find your services and contact details.
For businesses that rely on trust, showing team members on your website and service pages can also help potential customers see who they will be working with.
Final Thoughts
Google’s decision to remove Featured Professionals from Local Services Ads changes how certain service businesses can present individual team members in their advertisements.
For law firms and other professional businesses, the practical response is to focus on the elements that remain available, accurate business information, relevant photos, strong customer reviews, and a straightforward process for handling enquiries.
The most important thing is to keep monitoring campaign performance. Until Google or advertisers publish reliable data on the effects of this change, its impact on lead generation remains uncertain.
Contact our team at WhiteDigital to discuss your advertising needs and find the right approach for your business.
