Google Local Services Ads (LSAs) represent a distinctive advertising model introduced by Google, departing from the conventional pay-per-click method to adopt a pay-per-lead approach. Initially known as Home Services Ads, this platform was rebranded as Local Services Ads in 2019, expanding its reach to various businesses, including law firms.
Unlike traditional PPC Google Ads (formerly AdWords), local map pack, and standard organic results, Local Services Ads offer law firms the opportunity to secure top placement in search results when individuals search for attorneys in their vicinity. However, a crucial point to note is that Local Services Ads are not superior to Search Engine Optimization (SEO), Google Maps (Google Business Profile – GBP), and ever increasingly, Social Media. Instead, an “all of the above” approach ensures coverage in any location your potential client could find your law firm in the rankings on Google.
Local Service Ads play a vital role in attracting bottom-of-funnel leads—individuals prepared to make a decision. However, they do not cater to users in the middle and top stages of the customer search journey. For these stages, generating relevant content on your firm’s blog is necessary. Focusing solely on Local Services Ads while neglecting SEO disregards a significant portion of the market: people who are aware of their problem but lack awareness of the solution. Ignoring this segment might lead to missed opportunities, as competitors are likely to capitalize on these leads before they even start searching for an attorney on Google.
To maximize results, it is essential to combine the power of both SEO and Local Services Ads within your legal marketing strategy. By creating content hubs on your law firm’s website and leveraging Local Services Ads, you increase the likelihood of appearing twice in search results. Many users tend to bypass ads, preferring organic results. If your website is not ranking organically, you might miss out on valuable traffic and leads.
This phenomenon is especially prevalent for top-of-funnel and middle-of-funnel keywords. For instance, keywords like “chest pain after car accident” predominantly result in 74% of clicks on regular organic results (SEO). Even for bottom-of-funnel keywords like “personal injury lawyer Los Angeles,” 32% of clicks still go to organic results. To enhance your online presence, you can combine Local Services Ads with SEO, Google Ads, and Local Search Ads (ads within the local map pack), significantly increasing the chances of your website being clicked for a search query. This approach ensures a consistent flow of leads to your law firm while maintaining a reasonable average cost per lead/case.
Local Services Ads offer several advantages for law firms when integrated with other marketing channels in a comprehensive omnichannel marketing strategy:
Pay for Real Leads: Local Services Ads enable direct connections with potential clients in your area, and you only pay when a customer contacts you directly through the ad. Erroneous and irrelevant leads can be disputed and reimbursed.
Earn Google’s Trust: LSAs for lawyers provide the Google Screened checkmark, indicating that your business has undergone a verified background check by Google. This badge of trust enhances your credibility and expertise.
Rich Information Display: Local Services Ads allow you to showcase detailed information about your practice, including photographs, review ratings, years in business, hours of operation, service area, and contact details.
Visibility in Search Results: LSAs appear above all other result types, including Google Ads, local map pack results, and regular organic results, ensuring maximum visibility.
Proximity Matters: LSAs prioritize businesses closer to the searcher’s location, making them ideal for small law firms competing against larger counterparts.
Differences between Local Services Ads and Google Ads
Local Services Ads For Lawyers
Appear first in search results, above Google Ads, local map pack results, & organic results.
Utilize a pay-per-lead model, charging only for calls or messages received.
Budget influences ranking; placement is also based on location and reputation, offering a randomized playing field for businesses.
Screening process, requiring license and background checks, contributing to trustworthiness and reliability.
Google Ads: Pay-Per-Click
In contrast to Google Ads, where budget size can overpower smaller firms,
Offers flexibility in targeting broader geographic areas and specific keywords.
Allows for more control of the terms your ads appear for.
Setup Local Services Ads For Your Law Firm
1. Go to the Self-Signup Portal
Visit the Google Local Services Ads Self-signup page and enter your business eligibility information, selecting law as the job category.
3. Enter Business Details
Provide your law firms business information, including: name, address, phone number, and business details.
5. Select Service Types
Specify the types of cases you handle, ensuring relevance in lead generation.
7. Preview Your Ad
Review a preview of your ad to ensure accuracy.
9. Add Your Lawyer License
Provide your state bar license details to verify the account and start running ads with a “Google Screened” badge.
11. Set Bid Amount and Budget
Determine your bidding mode and set maximum amounts for leads.
13. Add More Lawyers (Optional)
Include additional lawyers from your firm, enhancing your team’s visibility.
2. Select Practice Areas
Choose the specific practice areas you want to generate leads in. Click here for the full list of Local Services Ads Practice Areas for Law Firms.
4. Set Up Service Areas
Define the geographic regions where your services are available. We recommend adding multiple layers.
6. Add Business Hours
Set your availability to respond to client inquiries. (Recommendation: PI, Criminal should be 24/hr)
8. Add A Headshot
Upload a headshot, following Google’s guidelines.
10. Get Customer Reviews
Encourage clients to leave reviews, enhancing your credibility.
12. Enter Billing Information
Provide your billing details for payment processing.
By managing your leads and budget effectively, combining the strengths of SEO and Local Services Ads, and adopting a comprehensive omni-channel approach, your law firm can efficiently grow its online presence, attract qualified leads, and ultimately achieve sustainable success.