What Is Google Local Services Ads and Why Is It Secretly the MVP for Law Firm Marketing?
- Joe DeMike
- Dec 15, 2024
- 5 min read
Updated: Mar 11
If your law firm has ever felt like it’s dumping money into Google Ads and crossing its fingers, you’re not alone. The world of digital marketing for law firms can feel like the Wild West—especially if you’re competing for expensive keywords like “personal injury lawyer” or “divorce attorney near me.”
But hiding in plain sight is one of Google’s most powerful, underused tools for lawyers: Google Local Services Ads (LSAs). If your firm isn’t using LSAs yet, you might be handing your competitors some of the most valuable leads on the internet—clients actively searching for an attorney right now.
This guide breaks down what Google Local Services Ads are, why they work so well for law firms, and how you can set them up to dominate your local market.
What Are Google Local Services Ads for Lawyers?
Google Local Services Ads are a special type of pay-per-lead ad that appears at the very top of Google search results when someone searches for services like “family lawyer near me” or “criminal defense attorney in Austin.”
These ads are different from traditional Google Search Ads because they feature:
Your law firm’s name, review rating, location, and phone number.
A Google Screened badge, verifying that Google has vetted your law firm.
A click-to-call button, encouraging potential clients to contact you directly.
Most importantly, you only pay for actual leads—not clicks. If someone sees your ad but doesn’t reach out, you pay nothing.
How Google Local Services Ads Differ from Google Search Ads
While both LSAs and Google Search Ads help law firms get found in local search results, they work very differently:
Feature | Local Services Ads (LSAs) | Google Search Ads |
Pricing | Pay-per-lead | Pay-per-click |
Placement | Top of search results | Below LSAs |
Verification | Google Screened badge required | None |
Lead Type | Direct calls/messages only | Clicks to website or landing page |
Visibility | Shows name, reviews, phone | Text-only ads |
For lawyers, this pay-per-lead pricing model is a game-changer, dramatically reducing the risk of wasting budget on irrelevant clicks.
Why Google Local Services Ads Are Perfect for Law Firm Marketing
Built-in Trust with the Google Screened Badge
The Google Screened badge isn’t just a nice visual. It tells potential clients that Google has verified your law firm’s licensing, insurance (where required), and overall reputation.
For people searching for legal help, this badge offers instant credibility, which often leads to higher conversion rates than with traditional ads.
Pay Only for Real Leads
One of the biggest complaints we hear from law firms running Google Ads is paying for tons of clicks that lead nowhere. LSAs solve this problem.
You only pay when someone calls, sends a message, or books through the ad. If they click but take no action? No charge.
Preferred Placement in Search Results
LSAs show up at the very top of Google search results, even above paid search ads and the Google Map Pack. This premium positioning gives your firm prime visibility, especially for high-intent local searches.
Clients Actively Searching for Legal Help
LSAs work best for practice areas where clients need immediate help, such as:
Personal Injury Lawyers
Family Law Attorneys
Criminal Defense Lawyers
Estate Planning and Probate Attorneys
Immigration Attorneys
When people search for legal services, they aren’t casually browsing. They need a lawyer right now—which is exactly why LSAs convert so well.
How to Set Up Google Local Services Ads for Your Law Firm
If your law firm hasn’t yet set up LSAs, here’s what the process looks like:
1. Create Your Law Firm Profile
Start by filling out Google’s LSA profile, including:
Practice areas (family law, personal injury, etc.)
Location(s) you serve
Business hours
Contact information
2. Pass Google’s Background Check
This step ensures you qualify for the Google Screened badge. Google will:
Verify your business license
Check for proper insurance coverage (where required)
Review your Google Business Profile reviews
This process is worth the effort—the badge can significantly improve conversion rates.
3. Set Your Weekly Budget
Google lets you control how much you want to spend per week, so you can scale up or down based on your needs. LSAs typically have lower cost-per-lead than standard PPC campaigns.
4. Gather More Reviews
Your Google review score heavily influences how often your ad appears. If your firm only has a handful of reviews, it’s time to start asking happy clients to leave feedback.
5. Dispute Bad Leads
Got a lead for something completely irrelevant? Google lets you dispute low-quality leads (like someone calling about a case you don’t handle). If approved, you get refunded.
Google Local Services Ads vs. SEO for Law Firms
Some law firms wonder if LSAs replace the need for SEO. Short answer: they don’t.
SEO helps your law firm rank organically over the long term—it’s essential for building long-term credibility and reducing your reliance on paid ads. LSAs, on the other hand, give you immediate visibility and fast leads.
The most successful law firms use both LSAs and SEO to dominate search results from top to bottom.
Pro Tip: Track Every Lead Like a Case File
Google Local Services Ads come with built-in call tracking and lead reporting, making it easy to see where each lead came from.
This is essential for law firms that want to:
Track marketing ROI
Improve intake team performance
Spot which practice areas drive the most leads
Why LSAs Outperform Most Marketing Channels for Law Firms
Prime visibility at the top of Google
Pay-per-lead pricing that reduces waste
Built-in credibility with the Google Screened badge
Easy to track and measure performance
Ideal for high-intent practice areas where clients need immediate help
If you’re not using LSAs yet, there’s a good chance your competitors already are. Don’t let them lock down your local market while you’re still deciding whether to try them.
Final Verdict: Google Local Services Ads Are the MVP for Law Firm Marketing
If your law firm wants qualified leads, lower cost-per-client, and better visibility in Google search results, LSAs are one of the most effective tools available today.
They’re especially powerful for law firms in competitive local markets, where every new case matters and marketing budgets need to work harder than ever.
Ready to Launch Google Local Services Ads for Your Firm?
If you want to set up LSAs the right way, or need help optimizing your law firm’s digital marketing strategy, Catalyst Growth Marketing can help.
We do other stuff, but we specialize in law firm marketing, and we’ll make sure you’re getting the best leads for the best price.
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