Google widened a feature that already put pay-per-lead advertisers in direct competition for the same shopper. Local Services Ads’ Request Multiple Opinions tool now allows a searcher looking for legal services to message up to six businesses at once, up from the previous limit of four. Advertiser Anthony Higman flagged the change.
The mechanic itself is not new: Request Multiple Opinions has let one lead fan out to several Local Services Ads businesses simultaneously, and every business that responds still pays for that lead under the program’s pay-per-lead pricing. Raising the ceiling from four to six means more legal advertisers can be charged for pursuing the identical prospect, without any change to the underlying cost structure.
Law firms running Local Services Ads should expect softer close rates per lead as competition for each inquiry widens, and should weight lead cost against response speed rather than assuming the older four-business math still applies.
Reported by PPC News Feed, September 27, 2026.
