Local Service Ads for Lawyers

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A person in a blue shirt types on a laptop at a wooden desk with a notepad, pen, and a cup of coffee nearby. Natural light filters in from a window in the background, as they focus on crafting content for law firm marketing services.

Those of you who’ve heard of Google My Business and pay-per-click ads will understand just how important taking a few extra steps can be when it comes to drumming up your clientele. Here at Accel Marketing Solutions, Inc., we can help you set up PPC campaigns, your Google My Business, Google Screened, and more, as these are all useful strategies when it comes to increasing your law firm’s rankings and online visibility. One of Google’s newest developments in this vein is allowing law firms and attorneys to purchase Local Service Ads to help them reach the top of every Google search results page. Read on and contact Accel Marketing Solutions to learn more about Local Service Ads and how our team can effectively implement them into your online marketing strategy.

How Google Local Service Ads Can Benefit Your Law Firm

When you incorporate Google Local Services Ads into your budget, you can guarantee that your law firm will appear at the top of the search results page, providing prospective clients near you with the opportunity to simply call or message you directly, without the need to go through your website. Though not all businesses are eligible to create Local Service Ads, law firms are, regardless of their practice area. By purchasing Local Service Ads, you significantly increase the chances that your law firm will appear at the top of search results for specific zip codes, towns, and communities.

How to Pay for Google Local Service Ads

Though pay-per-click ads are also fantastic ways to expand your business, Local Service Ads are known as pay-per-lead ads, meaning that you will only pay when Google determines whether the viewer is a valid lead. This means that Google will only charge you if you receive a text message, phone call, or voicemail from a prospective client. Further, if you believe Google mistakenly charged you for an invalid lead, you may dispute the charge.

Why Your Law Firm Should Consider LSAs

There are various reasons why you should consider incorporating Local Service Ads into your digital marketing campaign, some of which are as follows:

  • Your Ad, and therefore your law firm, will reach a greater number of local prospective clients who require the legal services of an attorney in your field.
  • Since you will have to qualify for Google Screened before creating a Local Service Ad (more on Google Screened below), potential clients will have faith that you are a trustworthy and reliable law firm.
  • Along with easy access to call/message your law firm directly, each Local Service Ad includes a link to your law firm’s ratings and reviews on Google, which is yet another way to build prospective clients’ trust.
  • Local Service Ads provide higher conversion rates, meaning there is a far greater chance that those who interact with your ad will actually become future clients of yours.

While Local Service Ads have many perks, you should understand that your Ads must meet various criteria to rank well. Google considers several different factors, including your law firm’s ratings, your geographic proximity to the searcher, whether you are a verified business by Google, and even your business hours. You also must be vigilant when responding to leads, for if you ignore messages or calls generated by your Ad, your Local Service Ads rankings may drop.

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Starting Your LSA Campaign

If all of this sounds good so far, the next step is signing up. Here’s how:

  1. First, you must ensure that you are a law firm with a local office in a participating market. You must also have a Google My Business profile with at least one review and an average three-to-five-star rating.
  2. You must then get Google Screened, which our team can help you with. Essentially, during the Google Screened process, Google will simply verify that you are a licensed attorney, that your law firm has legal malpractice insurance, and that your firm passes a basic background check. Many other law firms do not go through this process, which is why doing so can help you stand out from others in your field.
  3. Finally, you should establish an inbound call structure, wherein you can ensure you have a place to answer phone calls and respond to messages timely, as this will affect your Local Service Ads rating and whether Google will charge you for leads.

Contact Accel Marketing Solutions, Inc.

If you believe that you are ready to incorporate Google Local Service Ads into your digital marketing strategy, or if you have any additional questions about LSAs, contact Accel Marketing Solutions, Inc. today.

Still Have Questions?
Frequently Asked Questions About Local Service Ads for Lawyers
What are Google Local Service Ads for lawyers?

Google Local Service Ads (LSAs) are paid ads that appear at the very top of Google search results when potential clients look for legal services in your area. They connect prospective clients directly to your law firm by phone or message without requiring them to click through your website first.

How do Local Service Ads help law firms get more clients?

Local Service Ads give law firms prime visibility on Google, making it easier for clients in your community to find and contact you. Since LSAs are targeted by location and practice area, they generate highly qualified leads from people who are actively searching for an attorney right now.

How much do Local Service Ads cost for lawyers?

The cost of Local Service Ads for law firms varies based on your location, practice area, and competition. Since LSAs operate on a pay-per-lead model, you only pay when a valid lead reaches out to you. This makes them a budget-friendly option compared to PPC campaigns where every click is charged.

What does it mean to be “Google Screened” for Local Service Ads?

Being Google Screened means your law firm has passed Google’s verification process, which confirms your state bar license, malpractice insurance, and a basic background check. This badge builds client trust and ensures prospective clients know they are working with a legitimate, vetted attorney.

How do reviews and ratings affect Local Service Ad rankings for attorneys?

Google prioritizes law firms with strong ratings and positive reviews. The more 5-star reviews your law firm has on Google, the higher your Local Service Ad is likely to rank. Responsiveness to leads, business hours, and proximity also play a role in your ad’s visibility.

How can Accel Marketing Solutions help my law firm set up Local Service Ads?

Accel Marketing Solutions specializes in digital marketing for attorneys. We handle every step of your Local Service Ads campaign, from getting your law firm Google Screened to setting up and optimizing your ads for maximum results. Our team ensures your LSAs generate consistent, high-quality leads so you can focus on practicing law.

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