Google has rolled out a major change to how message leads work in Local Services Ads (LSAs), and every law firm should know about it.
The update, officially called “Message Fanout” (and shown to consumers as “Request multiple opinions”), lets potential clients message up to four lawyers at once directly from the LSA results.
This feature has been live for “home services” advertisers for a while, but as of September 30, 2025, it’s now active and fully rolled out across legal LSAs as well.
What Is the “Message Fanout” Feature?
Traditionally, when someone clicked Message on a Google Local Services Ad, their inquiry went to a single business.
Now, with message fanout, Google gives users the option to reach out to multiple law firms at once, specifically, “message up to 4 lawyers” in their service area. The wording appears as “Request multiple opinions”, a subtle shift from the “Get multiple quotes” phrasing used in the home service categories.
In practice, that means a single potential client could send one message that lands in the inboxes of four different law firms, all competing for the same lead.
Who’s Eligible (and Why Some Firms Won’t Show Up)
Here’s the important part: only law firms that have messaging enabled in their LSA profile will appear in this new “message fanout” experience.
There’s no special setting, toggle, or opt-in beyond that. If you accept message leads, you’re in. If you don’t, you’re automatically out.
Google’s algorithm will then decide which four lawyers get featured for each search, based on key ranking factors such as:
- Verification status: Firms that are Google Screened or Guaranteed.
- Review quality and quantity: Both matter more than ever.
- Proximity: How close your firm is to the user’s location.
- Responsiveness: How quickly you reply to calls and messages.
- Enabled features: Firms with messaging and booking options active are more likely to appear.
In short, if you’re not using the messaging feature, you’re already missing out on potential leads, and your competitors may be getting them instead.
What This Means for Your Law Firm
This update changes the nature of message leads in three key ways:
- More competition per lead
A single inquiry could go to up to four firms. You’ll need to respond faster and more strategically to stand out. - Higher visibility potential
Firms that enable messaging will appear in more searches and get more total message opportunities, even if each one is shared. - Greater importance of responsiveness
Google explicitly favors firms that “typically reply in a few minutes.” If your response times are slow, your ranking and your results will suffer.
How to Make the Most of Message Fanout
If you’re running LSAs for your firm, or considering it, here’s how to stay ahead of this change:
- Enable Messaging
If you’re only accepting phone leads, it’s time to revisit that. Firms without messaging enabled are excluded from fanout results, meaning you’re invisible for a growing segment of leads. - Respond Quickly
Set up notifications and dedicated team workflows to ensure messages get fast replies. Google’s data shows that firms that respond quickly see higher lead conversion rates and better ad placement. - Train Your Intake Staff
Your intake team needs to be ready to engage fast and empathetically. With multiple firms receiving the same inquiry, tone and response time can make or break your chance of signing the client. - Keep Your Reviews Current
Positive reviews continue to influence visibility and trust signals in LSAs. Encourage happy clients to leave reviews consistently. - Monitor Lead Quality
Watch your LSA dashboard closely for changes in message volume, conversion rate, and cost per lead. The best strategy may be to test and adjust over the next few months as data accumulates.
Final Thoughts
The new message fanout feature brings both opportunity and competition. While it may feel like more firms are now fighting for the same clients, it also expands the number of potential new leads your firm can receive, especially if you’re quick to engage.
Ultimately, success in LSAs will depend less on who gets the lead and more on who responds best.
If you’d like help optimizing your LSA campaigns or setting up a messaging strategy that gets you more leads, our team at Consultwebs can help your firm stay competitive as Google continues to evolve its platform.
About the Author
Consultwebs
Who is Consultwebs? Simply put, we help law firms get more cases. Period. That is our passion, the reason we exist. To partner with law firms like yours, grow your caseload, grow your revenue, and your practice. Your success is our success. For over 25 years, hundreds of law firms nationwide have relied on Consultwebs to bring them top-quality leads, sign new cases, and attract clients. Our formula for success is in comprehensive digital marketing.
