Digital Marketing That Drives Results​

Google Local Service Ads (LSAs) for Lawyers

Local service ads (lsas) are a revolutionary approach designed by Google to connect professionals, including lawyers, directly with local clients. Unlike traditional PPC ads that charge for every click, LSAs operate on a pay-per-lead basis, meaning law firms pay only when potential clients take action to contact them through the ad.

Lsas appear at the top of Google search results, above traditional PPC ads and organic listings, providing unmatched visibility. Being featured in this prime real estate is a game-changer for law firms. It increases the likelihood of being chosen by potential clients and comes with the added benefit of the “Google screened” badge. This badge is a mark of trust and reliability, awarded only after a thorough background and licence check, further enhancing the firm’s appeal to prospective clients.

Local service ads (lsas) and traditional pay-per-click (PPC) ads differ primarily in their billing model and placement. charge law firms only when potential clients contact them directly through the ad, focusing on lead generation rather than clicks. This model ensures that firms pay for potential business, not just website traffic. Additionally, LSAs appear above all other search results, including PPC ads, offering superior visibility for the advertised services.

Benefits of local services ads for lawyers

Levelling the playing field for smaller law firms: LSAs enable smaller firms to compete effectively with larger ones by offering prime visibility regardless of the firm’s size or advertising budget. This democratises access to potential clients, allowing firms to be chosen based on merit and relevance rather than advertising spend.

Paying for real leads, not just clicks: the pay-per-lead model of LSAs ensures that law firms invest their marketing budget in genuine interest from potential clients. This approach offers a more efficient allocation of resources, focusing on individuals actively seeking legal assistance.

The trust badge of being “Google screened” and its impact on potential clients: the “Google screened” badge serves as a powerful trust signal, reassuring clients of the firm’s verified credentials and reliability. This can significantly influence a potential client’s decision to choose one firm over another, making it a valuable asset in a firm’s marketing strategy.

Prominent visibility and comprehensive firm details in search results: provides law firms with a top spot in Google search results, ensuring that their services are the first thing potential clients see. Moreover, LSAs display comprehensive firm details, including the “Google screened” badge, reviews, and business information, offering a snapshot of the firm’s qualifications and client satisfaction levels at a glance.

Managing Your Law Firm Leads from Local Service Ads

Prompt Response: Quickly responding to leads generated through LSAs is crucial. Potential clients often reach out to multiple firms; being the first to respond can significantly increase your chances of securing their business.

Track and Analyse: Use a Customer Relationship Management (CRM) system to track the leads coming from your LSAs. Analysing these leads can help you understand which types of cases are most commonly attracted through LSAs, allowing you to refine your ad targeting.

Follow-up: Implement a structured follow-up process for leads that don’t convert immediately. This could involve scheduled calls, emails, or informative newsletters to keep your firm top of mind.

Train Your Team: Ensure that anyone responding to LSA leads is well-trained in handling potential client inquiries. They should be knowledgeable about your services, empathetic, and skilled in converting inquiries into consultations.

Disputing irrelevant leads

Understanding Google’s Dispute Process: Google allows you to dispute charges for leads that are not relevant to your services. Familiarise yourself with the process and the criteria for a successful dispute, such as leads outside your specified practice areas or geographic location.

Quality Control: Regularly reviewing the quality of leads can help you identify patterns or issues with your LSA settings. Adjusting your service categories, geographic areas, or other settings based on this review can reduce the number of irrelevant leads over time.

Ensuring Quality Lead Generation

Refine Your LSA Profile: Regularly update your LSA profile to ensure it accurately reflects your firm’s areas of expertise and the types of cases you handle. This can help attract more relevant leads.

Adjust Bid Strategy: If you’re receiving too many irrelevant leads, consider adjusting your bid strategy. Higher bids can sometimes attract more qualified leads, as they allow your ads to appear in more targeted searches.

Feedback Loop: Use the feedback from leads and the outcome of disputes to refine your LSA campaign continuously. This iterative process can help improve the quality of leads over time.

Managing leads from LSAs effectively involves a combination of quick responses, strategic follow-up, and ongoing optimisation of your LSA campaign. By actively managing and refining your approach, you can maximise the value of leads generated through LSAs and grow your law firm’s client base.

let’s talk

Ready to get started?

Get in touch with our team to enhance your online presence today!

Sign up for our newsletter to enjoy free marketing tips, inspirations, and more.
Scroll to Top