Local Service Ads for Lawyers: Complete Guide and Examples

Local Service Ads (LSA) for lawyers are a powerful tool by Google advertising services for businesses looking to stand out in a competitive market and win qualified leads. These pay-per-click ads appear at the top of Google local search ad results, enhancing your firm’s visibility to potential clients. LSAs are not only cost-effective with ad spend but also highly targeted (unlike organic Google search results), ensuring your ads reach your ideal client groups to maximize leads.

There is no cost to sign up for LSAs, and the cost per lead can vary depending on practice area, location, and competition. They also boost your firm’s reputation, helping your ads rank higher. This guide aims to explain the benefits and workings of LSAs, helping your law firm leverage this effective digital marketing tool and reach more qualified leads.

What Are Local Services Ads for Lawyers?

Google’s Local Service Ads (LSAs) are a paid advertising model that effectively markets legal services to local potential clients. These pay-per-click (PPC) ads appear at the top of Google ad search results, ensuring your firm stays visible. When users conduct location-specific queries, such as “DUI lawyer in Atlanta” or "personal injury lawyer in Pittsburgh," or "family law," LSAs take the top spot on the search engine results page, superseding other PPC ads and organic results. Therefore, .... should be part of your weekly budget!

Notably, law firms must have a screened Google Business Profile to post LSAs. The platform acts as a paid directory listing for law firms. Unlike traditional paid search ads, LSAs bill law firms for leads, not clicks, making them a cost-effective marketing strategy for most law firms. This model ensures you reach your target audience, boosting your firm’s visibility and potential for client conversion.

What Types of Lawyers Qualify for Google Local Services Ads?

When Google Local Service Ads first launched, they were only available to law firms in a handful of practice areas. However, Google has significantly expanded the program and now makes it available to law firms in a broad range of practice areas. Several different types of legal firms can benefit from these local lawyer services ads. The following are merely an example of some of the more popular categories.

If your law firm operates in any of the aforementioned practice areas, then you can incorporate Local Services Ads into your overall digital marketing strategy (including organic search results) to search for those qualified leads.

Benefits of Local Services Ads for Lawyers

The Local Service Ads advertising model is by no means the only way to market your law firm. However, it does offer several advantages that can help you take your law firm's digital marketing strategy to new heights if you leverage this platform strategically:

• Leveling the Playing Field: Smaller law firms can effectively compete with larger firms using Local Service Ads. The biggest difference between LSA and other Google advertising services is that your budget has no bearing on your ranking when using Local Service Ads.
• Paying for Real Leads: Unlike Google Ads, Local Service Ads charges law firms based on leads acquired, not clicks. This ensures better control over your marketing budget and reduces spending on irrelevant leads.
• Trust Badge: Google Screened: Completing the screening process earns your law firm a green check mark and the "GOOGLE SCREENED" emblem, building trust and making potential clients more comfortable reaching out.
• Prominent Visibility: When determining which LSA listings to display in response to a person's search, Google places a huge emphasis on proximity. Google's algorithm does not place as much value on proximity when displaying other types of advertising content. Moreover, business listings in the LSA section will appear above all other results. Since the items at the top of SERPs garner a large percentage of traffic, this attribute makes Local Services Ads for lawyers a valuable marketing tool.
• Comprehensive Firm Details: Users will see essential information about your law firm, such as the firm name, "GOOGLE SCREENED" checkmark, Google Review rating, hours of operation, and years in business, increasing visibility and credibility.

Benefits of Google Screened Badge for Lawyers

The Google Screened badge is a significant trust factor that Google offers to specific professional service providers and prospective clients, including law firms. It serves as an assurance to potential clients and qualified leads that your law firm has been thoroughly vetted and meets Google's high standards for professionalism and legitimacy.

When a law firm earns a Google Screened badge, it is prominently displayed in the firm's Local Service Ads, helping the firm stand out in search results and gain the trust of potential clients with the Google guaranteed stamp.

There are several benefits to becoming Google-screened for lawyers: improved search ranking, maximized local reach, increased lead generation, and building trust and credibility.

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How to Create Google Local Service Ads for Your Law Firm

Now that we've outlined the benefits of Local Service Ads for lawyers, you are probably ready to launch your own campaign. If you want to get started with Local Service Ads, all you need to do is follow these simple steps:

Step 1: Visit the Google Local Services Ads Sign-up Page to Get Started

To get started with Google Local Service Ads for lawyers, simply visit the sign-up page and click “Continue.”

Step 2: Check Whether You Are Eligible for LSA

The next step is verifying your eligibility for Google's Local Services Ads program. After clicking "Get Started," provide your law firm's location details and select a service category. Choose your specific practice areas and legal services you offer, such as "family law," or "personal injury lawyer" from the available options.

Step 3: Set Up Your Local Services Ads Profile

After clicking on the "Get Started" button and confirming eligibility, you will be prompted to provide some details about your law firm. Google ads will ask for information such as:

• The name of your law firm
• Your business address
• Your website address
• The first and last name of the law firm's founder
• When your law firm was founded
• Your business phone number
• The total number of attorneys employed by your firm
• Whether clients can meet with staff on-site
• Specify your business hours
• Provide headshot photos for your ads

Step 4: Mark Your Service Area

After providing business details, you will have the opportunity to designate which areas you want to serve. Google will display an interactive map so that you can add service areas adjacent to the zip code of your law firm. You can select as many zip codes as needed.

Step 5: Pick Your Service Types on Google's Local Service Ads

In the next window, you will be asked to select your service types. Make sure that the options you select align with the practice areas you selected on the "Eligibility" menu. Some common examples of service types included in this section are "personal injury law firm," "auto accidents," "workers' compensation," "criminal law services," and "dog bites."

Step 6: Upload Your Bar License

Next, you will need to upload a copy of your bar license so that Google can verify that you are a legitimate service provider. You will also have to provide bar license information and other data for every other lawyer who works at your law firm.

As part of the verification process, Google will confirm that you have an average business review score of three or higher. The Google Service Ads platform verifies this by linking to your Google Business Profile account.

You will also have to authorize Google to arrange a background check of all practicing attorneys on your staff and the law firm's founder. These background checks are conducted by a third-party.

Step 7: Provide Customer Reviews

The reviews for Local Service Ads for lawyers are sourced from your Google My Business profile. To proceed with LSAs, you must have a minimum of one review. If your firm's GMB profile lacks Google lawyer reviews, you can distribute the link to current or previous clients by utilizing the "Choose review link" feature and picking from the available button choices.

Step 8: Manage Your LSAs Effectively

The LSA management dashboard allows firms to track leads, manage bookings, dispute charges, and adjust their budget. Firms can monitor call recordings, messages, and response rates directly within the dashboard. Quick response times are crucial, as Google prioritizes firms that engage promptly with inquiries, improving their ranking and increasing conversions.

LSAs don’t rely on traditional keywords; instead, firms select practice areas and locations that trigger local service ads. Budgeting is flexible, operating on a pay-per-lead model rather than per click. Ranking factors include Google reviews, responsiveness, proximity, and ad performance, making a strong review strategy and lead management essential for success in running local services ads.

The verification process can take 2-5 weeks, and it may take longer if there are multiple lawyers at your firm. However, once you've completed these steps and become "Google Screened," your law firm will stand out in search results with a trust-enhancing badge above and beyond other Google advertising services.

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Grow Your Law Firm with Local Services Ads

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FAQs: Local Services Ads for Law Firms