When someone needs a lawyer today, they often turn to Google first. In fact, over one-third of potential clients start their search for an attorney online, and 96% of people seeking legal advice use search engines. The challenge? Getting your firm to stand out in an increasingly crowded digital landscape without overspending on marketing.
That's why smart law firms are turning to Google Local Services Ads (LSAs). They're different from regular online ads because they put you right at the top of Google's search results - above everything else. The best part? You only pay when someone actually reaches out to your firm.
Here's exactly what we'll cover:
- How law firm local service advertising works and why it's different from traditional ads
- A simple walkthrough to get your LSAs up and running
- Smart ways to get better leads without overspending
- How to ace the Google Screened verification process
- Pro tips to boost your LSA performance and ranking
One of the best things about LSAs is the Google Screened badge - that green checkmark that tells potential clients Google has verified your credentials. It builds trust and makes people more likely to contact your firm.
Whether you're new to LSAs or looking to improve your current campaigns, we'll show you how to use these ads to bring more qualified leads to your practice. Let's look at how these ads can work for your firm.
Understanding Local Services Ads
Local Services Ads (LSAs) work differently from traditional online advertising. Instead of paying for clicks, you only pay when a potential client contacts your firm directly through the ad. Your ad appears at the very top of Google's search results - above regular ads, maps, and organic listings.
What Shows in Your Ad
Your LSA displays key information potential clients care about:
- Your firm's name and location
- A professional headshot
- Your star rating and number of reviews
- Years in business
- Business hours
- The Google Screened badge
Practice Areas That Can Use LSAs
Google offers Local Services Ads for these legal practice areas:
- Bankruptcy Law
- Business Law
- Contract Law
- Criminal Law
- Disability Law
- DUI Law
- Estate Law
- Family Law
- Immigration Law
- Intellectual Property Law
- Labor Law
- Litigation
- Malpractice
- Personal Injury Law
- Real Estate Law
- Tax Law
- Traffic Law
The Google Screened Badge
The green checkmark badge shows Google has verified your:
- Bar license status
- Background check results
- Business registration
- Professional licenses
This verification helps build trust with potential clients who see your ad.
How Costs Work
Unlike traditional pay-per-click advertising where you pay for every click, LSAs use a pay-per-lead model. You only pay when someone:
- Calls your firm directly from the ad
- Sends a message through the ad platform
- Talks to you for at least 30 seconds
You control your weekly budget and can adjust it anytime based on how many leads you want.
Setting Up Your Law Firm's Local Services Ads
Here's a step-by-step guide to launching your LSAs effectively.
1. Initial Setup
- Visit Google's Local Services Ads signup portal
- Enter your location and select "Law" as your category
- Choose your specific practice areas
- Complete your business profile with contact details
- Use unique email addresses for each attorney
2. Build Your Profile
- Upload a professional headshot showing head and shoulders only
- Add business hours (only list hours when you can respond)
- Set your service area by ZIP codes
- Enter your firm's founding date and languages spoken
3. Complete Verification
Google has updated its verification requirements for 2024:
- Provide bar license information for verification
- Complete new identity verification process (deadline: November 15, 2024)
- Submit to background checks for each practicing attorney
- Verify your business registration
- Work with Evident's verification system as required
4. Set Your Budget Strategy
Choose between two bidding approaches:
- Maximize Leads: Google manages your bids automatically
- Set Max Per Lead: You control the maximum amount per lead
For better cost control when starting out, choose "Set Max Per Lead" and set a conservative weekly budget.
5. Choose Your Service Types
- Select specific case types within your practice area
- Be selective - you pay for any lead in chosen categories
- Example: Personal injury lawyers can select or exclude specific case types like auto accidents or medical malpractice
6. Manage Your Leads
- Monitor the LSA dashboard or mobile app daily
- Respond quickly to improve your ranking
- Dispute irrelevant leads promptly
- Track your response time and review scores
- Document lead quality for potential disputes
Common Setup Mistakes to Avoid
- Setting overly broad service areas
- Choosing too many practice areas at once
- Listing hours when you can't respond
- Starting with too high a budget before testing
- Not disputing irrelevant leads
- Using shared email addresses for multiple attorneys
Best Practices for Law Firm LSAs
Following proven best practices helps maximize your LSA investment and attract quality leads to your firm.
Review Management
- While 3 stars is the minimum, aim for 4+ stars to improve performance
- Respond professionally to all reviews
- Use Google's review link to request feedback from satisfied clients
- Focus on generating LSA-specific reviews when possible
Lead Response Strategy
- Answer calls during business hours
- Maintain high response rates for all inquiries
- Return missed calls within 24 hours
- Keep detailed records of all lead interactions
Budget Optimization
- Start with a budget between $500-$1000 to test effectiveness
- Note that budget doesn't affect ranking (unlike Google Ads)
- Track ROI by practice area
- Adjust spending based on lead quality, not ranking position
Profile Optimization
- Update business hours seasonally
- Adjust service area based on lead quality
- Keep attorney information current
- Consider using "Maximize Leads" setting for increased call volume
Ranking Factors That Matter
Your position depends on:
- Proximity to the searcher (major factor)
- Overall response rate and speed
- Review score and quantity
- Business hours availability
- Adherence to Google's policies
Lead Quality Management
- Document irrelevant inquiries immediately
- Track and categorize lead dispute reasons
- Save evidence for spam or solicitation calls
- Monitor resolution timelines for disputes
- Maintain consistent lead quality tracking
By focusing on these key areas, you'll improve your LSA performance while maintaining a healthy return on investment.
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