Google Local Services Ads (LSAs) are a powerful tool that can help lawyers enhance their online presence, build credibility, and generate quality leads.
Unlike traditional Google Ads, which are based on a pay-per-click (PPC) model, LSAs operate on a pay-per-lead (PPL) basis. This means that your firm only pays when a potential client contacts you through the ad. Key features of LSAs include a verified badge, local targeting, and enhanced visibility in search results.
Why Google Local Services Ads Matter for Lawyers
LSAs are critical for attorneys who want to stay top of mind with potential clients and show up in search.
As we know, Google prioritizes ads and other assets that keep people on Google properties (maps, etc). In the current stack, a local search may show the following in order, and it’s important to show up in as many of these as you can:
- Google Local Services Ads
- Traditional Google Ads
- Map Pack Organic Results (with sponsored listing)
- Normal Organic Results
LSAs offer several advantages for lawyers:
- Enhanced Visibility: LSAs appear at the top of local search results, increasing the likelihood that potential clients will see your ad.
- Trust and Credibility: The Google verification badge builds trust with potential clients by signaling that your law firm has been vetted by Google.
- Higher Quality Leads: LSAs target local clients who are actively seeking legal services, resulting in more relevant and higher quality leads.
- Cost-Effectiveness: The pay-per-lead model ensures that you only pay for legitimate inquiries, making LSAs a cost-effective advertising option.
Practice Areas Available For Local Services Ads
Although LSAs aren’t available for all practice areas yet, Google continues to expand the areas that do have them available. Currently, that list includes:
- Bankruptcy
- Business Law
- Contract Law
- Criminal Law
- Disability Law
- DUI (specific)
- Estate Law
- Family Law
- Immigration Law
- Intellectual Property Law
- Labor Law
- Litigation
- Malpractice
- Personal Injury
- Real Estate
- Tax Law
- Traffic Law
Setting Up Google Local Services Ads For Your Law Firm
To run LSAs, lawyers must meet specific requirements:
- Eligibility Criteria: Your law firm must be located in an area where LSAs are available.
- License To Practice Law: You must provide proof of your active Bar membership for states where you want to run LSAs.
- Background Check: Google requires background checks for all firm owners and senior partners to ensure safety and reliability.
- Reviews and Ratings: A minimum number of reviews and a high rating may be required to qualify for LSAs, reflecting the quality of service you provide.
Once you’ve got everything ready to go, you can create a new LSA account through the Google Local Services website. Once you go through the licensing and verification process, you’ll be asked to select your category/categories.
After selecting your category, you’ll be prompted to select certain case types that you’d like to receive.
LSA Case Types For Personal Injury Lawyers
For PI lawyers, we recommend choosing the category “Personal Injury Attorney”. This will give you a choice of the following 16 “sub-areas”. You can select from here the types of cases you’d like to get from Local Services Ads.
LSA Case Types For Family Lawyers
Divorce/family lawyers can choose the category “Family Lawyer”, which will provide the following sub-areas. Select the types of family law cases you’d like to receive from LSAs here.
LSA Case Types For Estate Planning Lawyers
Estate Planning lawyers can choose the category “Estate Lawyer”, which will provide the following sub-areas. Select the types of estate law cases you’d like to receive from LSAs here.
After selecting the types of cases you’d like to receive, continue to complete your LSA profile with a detailed firm description, select the geographic areas you’d like to target, add photos, and complete other relevant information to make sure your profile attracts as many potential clients as possible.
You’ll also be asked to set a weekly budget for your LSAs, and Google will provide a rough estimate of the number of potential clients they expect the spend and the campaign to generate.
Managing and Optimizing Your Local Services Ads
Once you’ve got your account set up, it’s not over! Effective management and optimization are crucial for maximizing the benefits of LSAs.
Many lawyers set up their LSAs, and then discover a month or two down the road that they aren’t getting sent any leads from Google.
To improve your chances of surfacing in the top 3 LSA results during a search, it’s important to do the following:
- Respond Promptly To Inquiries: Monitor and respond to leads quickly to increase your chances of converting inquiries into clients. We strongly recommend you manage these leads within the LSA portal – mark converted leads as “Booked”, etc.
- Manage Reviews: Encourage satisfied clients to leave positive reviews and respond professionally to all feedback.
- Adjust Budget and Bids: Regularly review and adjust your budget and bid settings to ensure optimal performance.
- Analyze Performance: Use performance metrics provided by Google to assess the effectiveness of your ads and make data-driven adjustments as needed.
Partner With LegalScapes For Your Firm’s Growth
Google Local Services Ads offer significant benefits for lawyers looking to enhance their local presence and attract quality leads. With an experienced partner by your side, you can get the best return on your investment and grow your practice.
Did You Know? All LegalScapes Growth Programs include Google LSA management! Contact our team today to learn more and schedule a discovery call!