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Google Owns Your LSA Intake Calls | What Lawyers Need To Know

Google Now Owns Your Intake Calls—Here’s What Lawyers Need to Know

Introduction

Google just made a move that changes the way law firms handle intake forever. As of June 5th, 2025, every call that comes through a Google Local Service Ad (LSA) is recorded, stored, and owned by Google. And most lawyers have no idea it’s happening.

In this week’s episode of Crushing Chaos with Law Firm Mentor, Allison Williams breaks down exactly what’s changing, why it matters, and what law firm owners must do right now to stay compliant and protect client confidentiality.

This blog unpacks the episode so you can understand the risks, identify the gaps in your intake process, and put the right systems in place.

How Google’s New LSA Policy Changes the Game

Local Service Ads have always been a strong source of high-intent leads for law firms. But with that visibility came a built-in recording feature. Previously, that recording was used for “quality assurance,” and both the firm and Google had limited access.

Not anymore.

Under Google’s new terms, the company now gives itself broad, sweeping ownership of all LSA-related communications—including call recordings, call transcripts, messages, and even URLs you share during those interactions.

Even more concerning:

  • Google can use, analyze, and repurpose your intake calls indefinitely.
  • Your prospective client has no meaningful notice that their information is no longer confidential.
  • Your firm is restricted in how you use the intake recording—you can only use it to follow up on the lead.

This isn’t just a marketing issue. It’s an ethics issue.

Why This Is a Direct Threat to Attorney-Client Confidentiality

Lawyers have a higher duty of confidentiality than clients do. When someone calls your firm—even before they sign a retainer—you’re responsible for preserving the privacy of that communication.

But LSAs disrupt that expectation from the moment the call connects.

A caller may think they’re speaking privately with your intake team. In reality, Google is not only capturing the call’s contents but also reserving the right to reuse that data.

Worse yet: clients often use Google to search for your firm’s phone number—even existing clients. They may unknowingly call through an LSA, believing they’re contacting you directly. Those calls are recorded too.

That means:

  • Confidential details shared by existing clients may be stored and repurposed indefinitely.
  • Adversaries or courts calling through LSAs may inadvertently expose sensitive data.
  • You may be unable to use these recordings later, even if your client wants to waive privilege.

This is why Allison calls LSAs a “grave risk” for law firms.

Google’s One-Sided Control: What You Need to Understand

Google’s updated terms give the company expansive rights over your intake call data—yet they restrict what you can do with that same information.

For example:

  • Google can use the data for product development, analysis, and any other purpose.
  • You can only use the information to follow up with the lead.
  • You cannot repurpose the call for training, documentation, conflict checks, or compliance.

And Google’s control doesn’t expire. Their license is global, perpetual, and irrevocable.

To make matters worse, your marketing agency may have already opted you into these terms without your knowledge.

How Law Firms Can Protect Themselves (Starting Today)

This episode emphasizes that while the risk is serious, law firm owners have options. Here are the steps Allison recommends:

1. Update Your Intake Script Immediately

Train your intake team not to collect case-specific details on LSA calls.

Your script should:

  • Welcome the caller
  • Confirm basic information only
  • Promptly move the caller to a non-LSA line before gathering confidential facts

This keeps your protected communications where they belong—off Google’s servers.

2. Divert Calls Away From LSA Lines

Use call tracking software (like CallRail) to identify when a call originates from an LSA. Then:

  • Answer promptly
  • Acknowledge the caller
  • Transfer them immediately to your main business line

This removes the conversation from Google’s recording environment.

3. Audit Your Marketing Agency’s Access

Because agencies can accept Google’s terms on your behalf, confirm that:

  • You were explicitly informed of the policy change
  • You consented knowingly
  • Your account hasn’t been opted in automatically

If necessary, revoke agency-level permissions until you regain control.

4. Diversify Your Lead Sources

The golden rule of marketing applies more than ever: no single channel should own more than 30% of your lead flow.

This reduces your risk if:

  • A platform changes its rules
  • A marketing channel becomes unstable
  • A major player like Google restructures how LSAs function

This is the strategic, CEO-level thinking that protects your firm long-term.

Bringing It All Together: Your Next Step as a Law Firm CEO

Google’s LSA changes aren’t a small tweak—they reshape the intake landscape for law firms nationwide. You have an ethical duty to your clients and your business to adapt now.

If you want the full breakdown and step-by-step guidance, watch or listen to the episode:

You’ll walk away knowing exactly how to protect your firm, uphold confidentiality, and continue generating high-quality leads without compromising ethics.

Ready to take control of your law firm’s growth?
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