Google LSAs for Lawyers

Google Local Services Ads – LSAs for lawyers help you connect to local customers searching for the legal services you offer. That’s the same goal as many pay-per-click (PPC) campaigns and search engine optimization (SEO) strategies.

Even though the goals are similar, LSAs work differently than other online advertising and marketing. Here are the main distinguishing factors:

• Only certain types of businesses (including basically all law firms) are eligible
• Applications are necessary, but Google confirms your business as reputable in the ad
• You pay only for direct contacts, e.g. potential clients calling you
• You have less control over ad copy and appearance
• Google reviews change your ranking

How Google Local Services Ads Work

First and foremost: LSAs appear at the top of all search results, including mobile. They are simple listings containing your business name and an element that allows clients to contact you directly. When a searcher enters a local search query (such as the one below), they may see several trusted legal professionals in their area positioned right above the traditional paid search ads; these new ads show a business number, hours, ratings, and reviews. This is also why it is crucial that you focus on getting good reviews.

After clicking on a Local Services Ad such as the one above the searcher will be brought to a page that shows that the business has been screened by Google, which automatically gives you a certain level of authority and credibility such as the one below:

Implementing LSAs for law firms is a multi-stage process. First, you will need to apply to determine your eligibility. This includes submitting documents.

After approval, you need to allocate budgets and track incoming leads. If you operate in a competitive legal market — think divorce, criminal defense, personal injury, or estate planning — then you should also improve your ad rank by getting good reviews on Google My Business.

Here’s a brief list of the four stages of LSA strategy and the actions you might need to take during each stage:

• Registration: Supplying information to Google. Waiting for license and insurance confirmation. Activating your LSA account.
• Budgeting: Reviewing competitive landscape. Setting seasonal or conditional budgets. Determining lead generation goals. Prioritizing different branch locations, if applicable.
• Lead management: Tracking campaign performance. Handling new leads. Communicating with clients. Determining contact-to-client conversion rates. Following leads through to the resolution of cases. Establishing ROI figures.
• Ranking maintenance: Encouraging positive reviews on Google. Disputing and removing false negative reviews, if necessary. Growing your Google My Business presence. Climbing the LSA rankings.

Why Choose FORWARD Lawyer Marketing’s LSA Services?

We understand how LSAs fit with your current ad campaigns. That includes how to integrate, track, prioritize, budget, and so on. We do more than just set you up — we work with you to define goals, set expectations, and execute complex strategies.

We are LSA experts. We’re also experts in SEO, Google My Business, web design, and PPC for law firms, among other things. We’ll continue to stay up to date on any new opportunities that could advance your business — give us a call to develop a strategy that works for you. We are Google Partner Certified and our LSA Ads Team has over two decades of experience in managing ad campaigns for clients nationwide.

At FORWARD Lawyer Marketing, SEO, and PPC marketing for lawyers is what we do. We have managed many PPC advertising campaigns for all types of law firms over the years. We are ready to share our in-depth understanding of how Google AdWords campaigns for lawyers work and strategize on how we can make them work for your specific practice.

First, we consult with you and assess your law firm’s requirements. Then, we create, manage, and monitor campaigns specifically geared toward your practice areas. Everything is accountable, so you can make business decisions based on hard data. We have seen ROI dramatically increased and leads triple after taking over the management of our clients’ PPC campaigns. What would that do for the caseload of your law firm?

The demand for your legal services is already out there. With our law firm PPC management services, you can harness that interest to grow your practice and dominate your local market. Contact us today at (888) 590-9687 for a no-obligation consultation.

What are Local Services Ads (LSAs)?

 LSAs are Google Ads that appear at the top of search engine results pages (SERPs) for local searches. They include information about your law firm, such as your name, address, phone number, and a link to call you directly from the ad.

How do LSAs work for law firms? 

When someone searches for legal services in your area, your LSA will appear at the top of the search results. Potential clients can click on your ad to learn more about your firm or call you directly. You only pay when someone contacts you through the ad, making it a cost-effective way to generate leads.

What practice areas are eligible for LSAs? 

LSAs are available for various legal practice areas, including bankruptcy, business law, criminal law, family law, personal injury, real estate, and more.

How much do LSAs cost for law firms? 

The cost of LSAs can vary depending on your practice area and location. Generally, LSAs cost between $60 to $200 per lead. More competitive practice areas, like personal injury, may have higher costs.

What are the benefits of using LSAs for law firms?

• Increased visibility: LSAs appear at the top of search results, making it easier for potential clients to find your firm.
• Google Guaranteed certification: LSAs come with a special badge that shows potential clients that your firm is verified and trustworthy.
• Cost-effective leads: You only pay when someone contacts you through the ad, making it a cost-effective way to generate quality leads.

How do I get started with LSAs for my law firm? 

To get started, you need to check your eligibility, create your law firm’s business profile, submit proof of insurance, and complete a background check. Once approved, you can start collecting leads through your LSA.

Can I control my LSA campaigns? 

Yes, you can manage your LSA campaigns through Google’s online or mobile app tools. You can set your budget, manage your profile, track leads, and adjust your campaigns as needed.

What if my LSA campaign isn’t generating leads? 

If your LSA campaign isn’t generating leads, you may need to review your profile, keywords, and budget. It’s also helpful to implement other marketing strategies, such as SEO and PPC ads, to increase your visibility.

Are LSAs suitable for all law firms? 

LSAs can be beneficial for many law firms, especially those targeting local clients. However, it’s important to consider your specific practice area and competition when deciding if LSAs are the right fit for your firm.

How do LSAs compare to other types of Google Ads? 

LSAs are different from traditional pay-per-click (PPC) ads because you only pay when someone contacts you through the ad. This makes LSAs more focused on generating quality leads rather than just clicks.

Why Your Law Practice Needs LSAs

There is an increasing chance that your message will be seen — and, more importantly, will be trusted — if it is certified or approved by a trusted source. LSAs provide this extra credibility. Of course, it never hurts to be at the top of the results.

Applications take time. Please contact FORWARD Lawyer Marketing today at (888) 590-9687 to begin the process.

(Updated 1/22/2025)