Best for Law Firms? Google LSAs or Traditional Google Ads

May 23 , 2024 | BY Matthew Stark


Choosing the right advertising strategy is crucial for a law firm seeking to enhance its online presence and attract more clients. Two prominent options are Google Local Services Ads (LSAs) and traditional Google Ads. Both have unique advantages and disadvantages and understanding these can help law firms make an informed decision about which to utilize. Let’s now compare Google LSAs and traditional Google Ads, evaluating their benefits, drawbacks, and suitability for law firms.

Understanding Google Local Services Ads (LSAs)

Google Local Services Ads are a relatively new advertising option designed to help local businesses, including law firms, connect with potential clients in their area. LSAs appear at the top of Google search results, above traditional Google Ads and organic search results. Organic search results are the non-paid listings that appear based on their relevance to the search query, while LSAs and Google Ads are paid placements. LSAs provide a prominent and highly visible placement, increasing the chances of potential clients noticing and clicking on the ads.

Benefits of Google LSAs

  1. Visibility – One of the most significant advantages of Google LSAs is their prominent placement at the top of search results. This visibility increases the chances of potential clients noticing and clicking on the ads.
  2. Pay-Per-Lead Model – Unlike traditional Google Ads, which operate on a pay-per-click (PPC) model, LSAs use a pay-per-lead model. This means that law firms only pay when a potential client contacts them through the ad, whether it’s a phone call, message, or booking. This makes LSAs a cost-effective option, as you’re only paying for actual leads, not just clicks.
  3. Trust and Credibility – LSAs include a “Google Guaranteed” badge, which adds a layer of trust and credibility. This badge assures potential clients that the law firm has been vetted by Google, increasing the likelihood of them choosing your firm.
  4. Local Targeting – LSAs are designed to target local clients, making them ideal for law firms looking to attract clients in their immediate area. This localization ensures that the leads generated are relevant and more likely to convert into actual clients.

Drawbacks of Google LSAs

  1. Limited Control – With LSAs, law firms have less control over their ads compared to traditional Google Ads. Google determines the placement and appearance of the ads, limiting customization options.
  2. Verification Process – To be eligible for LSAs, law firms must undergo a rigorous verification process. This process includes submitting business licenses, insurance information, and background checks for all employees. While it can be time-consuming and require significant documentation, it ensures that only reputable businesses are featured in LSAs.
  3. Limited Reach – While LSAs are excellent for local targeting, they may be less effective for law firms seeking to attract clients from a broader geographic area.

Understanding Traditional Google Ads

Traditional Google Ads, also known as Google AdWords, have been a staple in digital advertising for many years. These ads appear at the top and bottom of Google search results and can be customized to target specific keywords, demographics, and geographic areas.

Benefits of Traditional Google Ads

  1. Customization and Control – Traditional Google Ads offer extensive customization options. Law firms can control the ad copy, targeting parameters, and bidding strategies. Bidding strategies refer to the different ways you can set your bids to achieve specific advertising goals. For example, you can set a maximum bid limit to control your costs, or use automated bidding to maximize your conversions. This allows for more tailored and strategic campaigns.
  2. Broad Reach – Google Ads can be targeted to a wide geographic area, making them suitable for law firms seeking to attract clients from multiple regions or states.
  3. Versatility – Traditional Google Ads can be used for various advertising goals, including brand awareness, lead generation, and website traffic. This versatility allows law firms to create campaigns that align with their specific objectives.
  4. Detailed Analytics – Google Ads provides comprehensive analytics and reporting tools, enabling law firms to track the performance of their campaigns and make data-driven decisions.

Drawbacks of Traditional Google Ads

  • Cost – Traditional Google Ads operate on a PPC model, meaning law firms pay for each click on their ad. Depending on the competitiveness of the keywords, this can become expensive.
  • Complexity – Managing Google Ads campaigns can be complex and time-consuming, requiring a deep understanding of digital advertising strategies and tools.
  • Ad Positioning – Traditional Google Ads may not always appear at the top of search results, especially if competing against higher-paying advertisers. This can limit their visibility and effectiveness.

Which is Better for Law Firms?

Deciding between Google LSAs and traditional Google Ads depends on the specific needs and goals of a law firm. Both have their strengths and weaknesses, and the best choice will vary based on factors such as budget, target audience, and advertising objectives.

When to Choose Google LSAs

  • If your primary goal is to attract local clients and you want a cost-effective pay-per-lead model, Google LSAs are an excellent choice.
  • If you value the added trust and credibility provided by the Google Guaranteed badge.
  • If you prefer a simplified advertising option with less need for customization and ongoing management.

When to Choose Traditional Google Ads

  • If you need a broader reach beyond your local area and want to target clients in multiple regions.
  • If you require extensive customization and control over your ad campaigns.
  • If you have a larger budget and are willing to invest in a more complex advertising strategy.

The Importance of Outsourcing Advertising and PPC Management

Managing Google LSA and traditional Google Ads campaigns requires significant time, expertise, and resources. For many law firms, outsourcing these tasks to a specialized agency can be a smart move. Our experienced online advertising management company, with our proven track record and deep understanding of law firm advertising, can handle all aspects of your advertising strategy, from setup and optimization to monitoring and reporting. This emphasis on our expertise and experience should make you feel confident and reassured about outsourcing your advertising management to us.

Benefits of Outsourcing

  • Expertise – A specialized agency brings years of experience and knowledge, ensuring your campaigns are set up and managed effectively.
  • Time Savings – Outsourcing frees up your time, allowing you to focus on providing legal services rather than managing advertising campaigns.
  • Cost-Effective – With professional management, you can maximize the ROI of your advertising budget, reducing wasted spend and increasing lead generation.

Call Forward Lawyer Marketing For Cost-Effective, Online Advertising

If you’re a law firm looking to enhance your online presence and attract more clients through effective Google LSA and traditional Google Ads campaigns, consider partnering with Forward Lawyer Marketing. Our experienced team specializes in law firm online advertising management, helping firms nationwide achieve their advertising goals. Contact us today for a free consultation at (888) 590-9687, and let us help you optimize your advertising strategy for maximum success.