Is B2B.ID a pay-per-lead service like LSAs?

No. B2B.ID does not sell leads or charge per introduction. It provides the identity, discovery, recommendation and request tools lawyers use to do business.

Does B2B.ID verify firms the way LSAs do a background check?

B2B.ID supports the verification and proof you choose to add to your B2B ID and is transparent about what has and has not been verified. See our Trust page for exactly what we do and do not claim.

Does B2B.ID guarantee more clients than this channel?

No. B2B.ID does not guarantee clients, matters, revenue or referral volume, and this comparison does not claim it outperforms any channel. It explains what each is for and what a B2B ID adds, so you can decide how they fit together for your practice.

Paid channels

B2B.ID vs Google Local Services Ads

LSAs reach local consumers. A B2B ID reaches the professionals who refer them.

Google's pay-per-lead placement for local service providers, including lawyers in eligible practice areas. Firms complete a background check, appear above search results with a badge, and pay per qualifying lead.

Create Your B2B ID What is a B2B ID?

Hamilton & Cole LLP

Law Firm New York

B2B ID

Commercial LitigationEmploymentTechnology

Practice areas

Commercial litigation & arbitration
Employment counselling & disputes
Technology transactions

Industries served

SoftwareFinancial ServicesMedia

Mid-market and venture-backed companies

Representative experience

Defended a software company in a multi-party contract dispute
Advised a media group on executive separation and restrictive covenants

Proof

Client testimonialswhere permitted
Published articles & talksexternal
Professional relationshipson B2B.ID

Looking for

Outside counsel engagements
Co-counsel on complex disputes
Employment referrals in NY

Referral fit

Refers matters out in

ImmigrationTaxIntellectual Property

Co-counsel

Available for co-counsel

Complex disputes · additional capacity · NY local counsel

View B2B IDRequest Introduction

Demonstration B2B ID — illustrative data, not a real firm or matter

Google Local Services Ads

What it does well

Consumer practices — injury, family, criminal defence, immigration — in eligible markets
Firms that want inbound phone calls rather than clicks
Local visibility for a general audience

Where it stops

Limited to eligible practice areas and geographies set by the platform
The lead knows a badge and a rating, not your practice depth or the matters you prefer
Business, corporate and professional referrals do not come through LSAs
No relationship forms — each lead is a one-off

B2B ID

What a B2B ID adds

A full picture of your practice — matter types, jurisdictions, industries, experience — for anyone deciding whether to work with you
Recommendations and referrals from lawyers and professionals who see your ideal clients first
Co-counsel and local-counsel relationships with firms in other markets
A structured way to describe what you refer out, so other lawyers can send you the right matters

Using both

LSAs and a B2B ID address different audiences: local consumers and the professional network. Firms in consumer practices often use both.

The short version

LSAs are a consumer lead channel. A B2B ID is how lawyers, firms and professionals do business with each other. One does not replace the other.

B2B.ID does not guarantee clients, matters, referrals or revenue, and this page does not claim to outperform Google Local Services Ads. It describes what each is for.

Questions about B2B.ID and Google Local Services Ads

More comparisons

All comparisons

Your firm has a website. Give it a B2B ID.

Free to create. Describe your practice, what you take, what you refer out and what you are looking for — then let clients, lawyers and professionals find, recommend and request you.

Create Your B2B ID See How It Works