Local Services Ads for Law Firms
Local Service Ads (LSAs) became a major component of local search strategies beginning in 2015, quickly expanding into new markets and industries. While similar in some ways to traditional PPC ads, LSAs offer unique benefits and features that can be leveraged to attract new potential clients for your law firm.
9Sail’s legal marketing focus produces industry-specific insights and best practices for running Local Service Ads effectively and efficiently. Interested in launching a successful LSA campaign for your law firm? Contact us to get started today.
What are Local Services Ads?
Google Local Service Ads (LSAs) are a type of paid advertisement featured at the top of the search engine results page. These ads highlight your law firm’s business information, such as your phone number, hours, and reviews to users searching for legal services in your geographical area. This locational focus makes LSAs a great paid strategy for firms that acquire business from their local markets.
Benefits of Local Services Ads for Law Firms
Local Services Ads are a great addition to your law firm’s marketing toolkit. These ads bring many benefits to table, including:
- Attracting high-quality prospects and cases
- Spending efficiently and effectively
- Securing a top spot on Google
- Gaining trust with a Google Screened Badge
Eligible Practice Areas for Law Firm Local Services Ads
Local Service Ads are only available for select services and are served by Google based on search queries. However, Google is continuously expanding the list of eligible categories, adding more than 70 additional business types in 2023. Additionally, Google has begun displaying these within the Maps section of their results for further visibility and conversions.
Below is a list of all of the current law firm categories and corresponding subcategories:
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What’s the Difference Between Local Services Ads and Google Ads?
Where They Show on SERPs
Both Local Services Ads and Google Ads (PPC) show the above organic results in Google SERPs. However, LSAs get the highest priority between the two, showing at the very top of the page. Initially, PPC ads had the added benefit of being able to show in Google Maps, also known as the local pack, but Google recently introduced LSAs to this area as well.
Payment Models
Traditional Google Ads follow a pay-per-click model, meaning you are charged for every click on the ad regardless of if the user converts and contacts your firm. Local Services Ads, by contrast, follow a pay-per-lead model. These leads must also meet pre-defined criteria to be considered qualified; otherwise, your firm would not be charged for the call.
The Importance of Proximity
Local Services Ads accounts are tied to Google Business Profiles, streamlining business information such as your address and reviews. Business locations are a factor in how Google determines which LSA to show. Unlike PPC, proximity to the user searching for the service is part of your ad rank. The closer you are, the more likely your ad will appear.
Screening Process
During the LSA account creation process, law firms must provide bar license numbers for each lawyer they include in the account. In return, Google displayed a green check mark and “Google Screened” language with these ads to give searchers an increased feeling of trust, knowing the business has been vetted and is qualified to offer the services they are advertising.
Categories vs. Keywords
Local Services Ads take a much simpler approach to ad targeting than traditional Google Ads. Instead of defining a list of keywords and match types, LSAs use pre-defined categories and subcategories. While many appreciate the simplicity of this type of targeting, it does create more of a “black box” environment, not knowing exactly which search queries are triggering your ad.
FAQs About Local Services Ads for Law Firms
How Much Does it Cost to Run LSAs for Law Firms?
The cost per lead from Local Services Ads varies by market and practice area. However, you are in full control of your budget and can set limitations on how much you would like to spend. Google provides a budget estimator based on your location and desired number of leads which can be a useful resource as a starting point.
Can You Pause LSAs?
Yes, Local Services Ads can be paused at any time within the account. Additionally, you can define a set ad schedule so that your ad is only served during days and hours when your firm can be responsive.
How Does Google Determine the Rankings of LSAs?
The Local Services Ads auction takes multiple ad rank factors into account, including:
- Your verification status and whether or not you obtained a Google badge of trust, like Google Screened or Google Guaranteed
- Your bids and budget
- Your responsiveness to customer inquiries and requests
- The context of a customer’s search (service, time of the search, location, etc.)
- How relevant your business is for the customer’s search (service, time of the search, location, etc.)
- Your profile quality (rating, number of reviews, average response time, use of high-quality images, etc.)
Can I Choose What Information is Displayed in My Law Firm’s LSAs?
There is some freedom in which information you choose to display on your law firm’s LSAs. You can select up to 6 business highlights from a pre-defined list to feature in your bio. This includes things like, “Speaks Spanish”, “Free consultation”, and “Veteran-owned”. However, basic business information such as the firm’s name, rating, and reviews is always shown.
Can I Dispute Irrelevant Leads from Local Services Ads?
Previously, LSA account owners were able to manually dispute charged leads they felt were unqualified. As of July 2024, Google switched to an automated lead crediting process. This process utilizes machine learning models to understand which leads are high quality. Google will review all leads and automatically credit any that were invalid.
What You’ll Need to Create a Local Services Ads Account for Your Law Firm
Setting up a new Local Services Ads account is simple. Before you start this process, there are a few things you should gather, including basic firm details, a headshot, and your lawyer license information. Once you’re ready, follow the setup steps to create your account. Below is an overview of what this process will look like.
Account Creation Steps
- Go to the sign-up page for Google Local Services Ads
- Enter your law firm’s eligibility information
- Provide additional information about your firm
- Specify your service area
- Select your law firm’s service types
- Set your business hours
- Add a headshot
- Add your law license details
- Save your link for LSA customer reviews
- Designate your bid amounts for leads
- Set a weekly budget for leads
- Complete your billing information
- Add additional lawyers to your account if applicable
Maximize Your Marketing Budget with Local Services Ads for Law Firms
If your law firm focuses on its local market for new potential clients, Local Services Ads are an essential marketing channel. These ads effectively get your firm in front of the right people at the right time, and boost your online credibility and presence.
Need help getting started and managing your campaign? We’ve got you covered. Contact us at 9Sail for an experienced legal marketing partner.
