We’re continuing to see Google replace traditional PPC map ads with Local Services Ads (LSAs) across legal searches.
Where search results previously displayed both multiple PPC ads and a paid map placement, many searches are now showing LSAs occupying that space instead. In some cases, this leaves only one to four traditional Search ads above the organic results where advertisers previously had significantly more visibility.
For personal injury firms, however, lead quality through LSAs remains inconsistent. Property damage inquiries continue to make up a large percentage of calls, while qualified injury cases remain much harder to generate consistently.
Our Take
Google continues pushing local intent toward LSAs.
That doesn’t automatically make LSAs the better acquisition channel—especially in personal injury. While they’re becoming more prominent in the SERP, visibility alone doesn’t guarantee qualified cases.
This reinforces something we’ve believed for years: lead quality matters far more than lead volume.
What ADSQUIRE Is Doing
- Monitoring LSA placement frequency across legal searches
- Comparing PPC and LSA lead quality
- Optimizing Search campaigns for reduced above-the-fold inventory
- Continuing to prioritize qualified case acquisition over raw call volume
Bottom Line
Google appears committed to giving LSAs more real estate inside legal search. As that trend continues, firms will need a strategy that balances traditional PPC with Local Services Ads rather than relying exclusively on either channel.
