Harnessing the Power of Google Local Services Ads for Lawyers: A Comprehensive Guide

Oct 21, 2023

Patrick Carver

Hi, I’m Patrick Carver / CEO of Constellation Marketing

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Combined with the astronomical number of attorneys in the United States, the ever-changing digital landscape makes a lawyer’s ability to connect with potential clients more essential than ever.

Designed by Google with local businesses in mind, Local Services Ads (LSAs) offer a unique solution to reaching your target audience. These ads give law firms a prominent spot at the top of the search engine results page, right when prospective clients seek legal services in their area.

The beauty of Local Services Ads lies in their simplicity. Showcasing vital business details like hours of operation, contact details, and client reviews ensures people find your trustworthy expertise with just a click.

Let’s explore the ins and outs of LSAs, unraveling how they can revolutionize how law firms reach and engage their local audience, ultimately paving the way for increased visibility, credibility, and client acquisition.

Why This Local Service Ads Guide is Crucial for Law Firms

We understand the challenges law firms face. In this comprehensive guide, we provide you with real-world case studies, actionable insights, and advanced strategies tailored to legal professionals.

Delve into proven techniques that have transformed many law firms, explore firsthand accounts of successful Local Services Ad campaigns, and gain access to actionable steps to elevate your online presence.

Our guide isn’t just about understanding LSAs; it’s about unlocking their power to take your law firm to the next level.

What Are Google Local Services Ads?

When your law firm’s organic search results are insufficient, consider Local Services Ads (LSAs), a pay-per-lead advertising feature that Google designed to connect local service-based businesses with prospective clients.

Unlike traditional Google advertising for lawyers, LSAs prioritize local results, making them valuable for law firms operating within specific geographic regions.

How Google’s Local Services Ads Work

Check out the elements of Local Services Ads for lawyers below.

Local Listings

LSAs appear at the top of Google search engine results when users look for services related to specific industries. These ads are displayed prominently, showcasing your law firm’s name, phone number, hours of operation, service area, and client reviews.

Pay-Per-Lead Model

With a local service ad, businesses pay only for qualified leads. You are charged when prospective clients contact your practice directly through your ad via a phone call, message, or email inquiry.

You can dispute leads if they do not meet the criteria your law firm has outlined.

Verification and Screening

Firms must undergo a verification process to participate in Local Services Ads. This process helps the search engine ensure the legitimacy of your practice and ultimately promotes trust and reliability.

Local Reach

LSAs target users within a business’s specified service area, making them highly effective for lawyers. When people search for local services, LSAs are triggered, thus increasing the chances of connecting with potential clients who are actively seeking legal expertise.

Ratings and Reviews

Local Services Ads prominently feature your Google reviews and ratings, enhancing credibility and providing potential clients with essential information to make informed decisions.

Budget Control

Law firms set a weekly budget to control their ad spend. This feature allows you to effectively manage your marketing costs.

How LSAs Differ from Traditional Google Ads

Local Services Ads operate on a pay-per-lead model, where businesses only pay for qualified leads generated through direct client contacts. This cost-effectiveness ensures that businesses spend their marketing budget solely on genuine inquiries, making LSAs highly efficient for law firms.

In contrast, traditional Google Ads function on a pay-per-click basis, where firms are charged when users click on their ads. While traditional Google Ads offer a broader reach, they may cost more since businesses must pay regardless of the lead’s quality.

Because local service ads for lawyers focus on localized, high-quality leads, they provide a more cost-effective and targeted approach for businesses to connect with local clients. That’s why they’re an ideal choice for law firms seeking quality over quantity in their client base.

The Importance of Being Google-Screened

Being “Google-screened” signifies that your law firm has undergone a thorough background check and verification process by Google. This meticulous screening procedure confirms the legitimacy and credibility of your practice.

Being screened builds trust with potential law firm clients. When they see your Google-screened badge on an LSA, they know that Google has vetted your law firm, and that you are authentic and professional.

How to Get a Google-Screened Badge

The three keys to becoming Google Screened are accuracy, transparency, and compliance. By following the nine steps outlined below, you increase your law firm’s chances of earning a Google Screened Badge, gaining more people’s trust in your area.

1. Eligibility Check

First, ensure your law firm meets Google’s eligibility criteria. You must be licensed and insured and undergo a background check. Additionally, your practice must comply with all local laws and regulations.

2. Create a “Google My Business” Profile

Set up or claim your Google My Business profile if you haven’t already done so. This platform is vital for the verification process of local law firms.

3. Initiate Your Application

Visit the Google Local Services Ads website and begin the application process. You’ll need to provide detailed information about your law firm, including licenses, insurance details, business address, and contact information.

4. Background Check

Google will conduct a background check, which may include criminal and business record checks, so ensure all your legal and business information is accurate. They will likely screen the law firm’s owner, attorneys, and key personnel.

5. Provide Documentation

Be prepared to provide documentation, including licenses and insurance certificates, that comply with local regulations.

6. Set Up Your Services and Practice Areas

Define the specific legal services you offer. Clearly outline your practice areas, ensuring they align with the services you’re licensed to provide.

7. Customer Reviews and Ratings

Encourage satisfied clients to leave positive reviews on your Google My Business profile. Glowing client feedback enhances your credibility when applying for Google screened status.

8. Complete the Verification Process

Once Google has conducted its checks and you have provided all required documents, you will receive notification of your verification status. If approved, your law firm will receive a Google-screened badge.

9. Maintain Compliance

After being Google-screened, you must continue to comply with Google’s policies and maintain a high standard of service. Regularly update your business information and promptly respond to customer inquiries.

Expert Opinion on Being Google Screened

Beverly Lodge, Constellation Marketing’s pay-per-click ads expert, affirms,

“Being Google-screened is crucial for businesses, particularly in industry verticals like legal and healthcare, as it signifies a level of trust and legitimacy. It helps build credibility and reassures potential clients that your business is reputable and has undergone Google’s verification process.

“This trust can lead to higher click-through rates, more conversions, and increased visibility in local search results, ultimately benefiting your online presence and business growth.”

9 Steps to Establish Your Local Services Ads Campaign

Setting up your law firm’s Local Services Ads campaign involves nine steps. Here’s a detailed guide to help you get started.

1. Get Google-Screened

As noted, your law firm must first complete Google’s screening process as outlined above.

2. Initiate LSA Setup

Go to the Google Local Service Ads website and initiate the ad campaign setup process.

3. Define Your Target Audience

Consider factors like location, interests, and demographics to ensure your ads reach the right people.

4. Set Your Budget

Determine your weekly budget based on your firm’s financial capabilities, advertising goals, and the number of leads you want to generate.

5. Create Compelling Ad Copy

Write engaging ad copy highlighting the unique aspects of your law firm. Use concise language to communicate the benefits of choosing your services over competing law firms.

6. Manage Your Leads

Once your campaign is live, proactively manage the leads you receive from your Google local service ads. Respond promptly and professionally to inquiries, as timely responses increase the chances of converting leads into clients.

7. Continuous Monitoring and Optimization

Regularly monitor the performance of your local search ads. Google provides insights into the number of leads and cost per lead. Use this data to analyze your campaign and make adjustments.

8. Compliance and Quality Service

Ensure you comply with Google’s advertising policies and maintain the quality of service your clients expect. Satisfied clients are more likely to leave positive reviews that enhance your online reputation.

9. Stay Up-to-Date with Google’s Guidelines

Stay informed about Google’s guidelines and LSA policies to ensure that your service ads remain compliant.

Case Study: Successful LSA Campaign in Action

Constellation Marketing successfully integrated a Local Services Ads campaign for a criminal law client into our existing pay-per-click (PPC) search strategy. This strategic move yielded remarkable results, with a 12% increase in conversions and a 30% reduction in the cost-per-lead within just 30 days.

By combining the power of LSAs into our digital marketing strategy, we achieved success in generating quality leads and increasing return on investment (ROI) for a criminal attorney in Los Angeles.

12 Advanced Strategies for Maximizing Local Service Ad Lead Quality

Check out our expert strategies for maximizing the quality of leads you attain through your Google Local Service Ads for lawyers.

Bid Adjustments

Bid adjustments enable law firms to adjust their bids based on specific criteria, like location, device, or time of day. For instance, if certain areas have more potential clients, attorneys can increase their bids for these regions to make their ads more competitive.

Similarly, bid adjustments based on device usage or time of day optimize the campaign for mobile users or during hours when people are more likely to seek legal assistance. This enhances the chances of attracting higher-quality leads.


Geo-targeting allows law firms to focus their local service ads on specific geographic areas where they are most likely to find high-quality clients.

By targeting areas where potential clients reside or where legal assistance is frequently needed, law firms ensure local search engine users see their service ads.

Case Study: Geo-Targeting Success

A personal injury lawyer specializing in vehicle accidents initially ran a broad ad campaign targeting an entire county, which proved expensive and inefficient.

Constellation implemented a new campaign employing geo-targeting strategies that focused on major highways and corridors with high accident rates. While this approach reduced overall ad click traffic, the quality of leads significantly improved.

As a result, the client experienced a higher ROI, with more relevant and valuable inquiries from people directly affected by vehicle accidents, showcasing the effectiveness of geo-targeting in optimizing lead quality for their campaign.

Optimize Your Landing Page

A well-optimized landing page enhances user experience, provides relevant information, and increases the likelihood of conversions by guiding potential clients through the decision-making process.

Conduct Keyword Research

In-depth keyword research ensures you create local service ads that are displayed to users who need your legal services, enhancing the relevance of your ads and attracting leads that are more likely to convert.

Aim For a High “Quality Score”

A high quality score improves ad placement and reduces your marketing costs. A well-structured campaign boosts your quality score, ensuring optimal performance.

Apply Negative Keywords

Implementing negative keywords prevents your local service ads from appearing in irrelevant searches. This tactic ensures your ads won’t be displayed to people uninterested in your services.

Execute Ad Testing

A/B testing different ad headlines and formats helps refine your local service ad profile for maximum impact.

Monitor Competitor Activity

Keeping an eye on competitor activities encourages you to deftly adjust your digital marketing strategy, ensuring your firm remains competitive and your local service ads stand out in the crowded legal market.

Regularly Update Ad Copy

Fresh, engaging ad copy prevents ad fatigue and maintains user interest. Frequent updates reflect your law firm’s energy and more effectively capture the attention of prospective clients.

Optimize for Mobile Devices

With a growing number of users accessing the internet via mobile devices, ensure your local service ads are optimized for mobile platforms. Doing so guarantees your ads are displayed correctly and are user-friendly, which increases engagement.

Leverage Customer Testimonials

Positive client testimonials build credibility and trust. Sharing testimonials in your Google ads significantly influences your target audience, demonstrating your firm’s successful track record.

Review and Optimize Your Campaign

Regular reviews allow you to adapt to changing trends and user behavior, maximizing your LSA campaign’s efficiency and success.

Empower Your Law Firm with Google Local Services Ads

In the dynamic landscape of lawyer advertising, Google Local Services Ads stand out as a game-changer. By focusing on local reach, these ads bring legal services directly to the fingertips of potential law firm clients in specific geographic areas.

Through our experience, we’ve witnessed how LSAs optimize lead quality and help attorneys connect with individuals actively seeking legal assistance.

Combined with strategic bid adjustments, the precision of geo-targeting hones your reach, putting your services in front of those who need them the most. This focused approach maximizes your chances of converting leads and ensures your marketing budget is utilized efficiently.

Ready to Transform Your Law Firm’s Overall Digital Marketing Strategy?

At Constellation, we understand the intricate nuances of Google Local Services Ads and their transformative potential for law firms. Our expertise is not just theoretical; it’s rooted in real-world case studies and data-driven recommendations that guarantee results.

Our commitment to your ROI is unwavering. We invite you to leverage our expertise to elevate your law firm’s online presence and boost your client base. Together, we turn potential leads into loyal clients to empower your firm’s growth. Your success story begins here!

Patrick Carver

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