Google Local Service Ads for Lawyers and Law Firms

Empower your law firm’s growth and attract more clients through the targeted and effective nature of Local Service Ads.

What Are Google Local Service Ads?

Google Local Service Ads (LSAs) are a new advertising option for lawyers and law firms that help potential new clients find, learn about, connect with, and hire lawyers.

Are Google Local Service Ads Worth It?

Running a law practice often leaves little or no time to work on running paid ads. Local Service Ads for lawyers and law firms provide an effective, low maintenance solution for reaching new potential clients. 

How Local Service Ads Work

Google Screened Program for Lawyers

The Google Screened Program for Lawyers is a program designed to help law firms establish credibility and trustworthiness when their Local Service Ads appear in search engine results.

Law firms submit information and once approved, they receive a “Google Screened” emblem and a green check mark, indicating to prospective clients that the firm has been verified and provides quality legal services.

Essential information about the law firm is listed, including the firm name, Google Review rating, years in practice, location, phone number, and hours of operation, which increases the firm’s visibility and establishes the firm as a trusted business.

LSA Search Engine Results

Local Services Ads always appear at the top of search engine results when someone searches for a specific local service—above all other results, including paid Google Ads and organic search results.


Local Service Ads feature a call or message button so that customers can easily click on the button to contact the firm to schedule an appointment for a consultation or send you a message.

Pay for Leads, Not Clicks

While Local Service Ads are similar to pay-per-click (PPC) ads, they are different in one very important way: with this paid advertising model, you pay for leads, not clicks.

Law firms can attract quality leads directly from Google’s search results in a cost-effective manner. This approach enables smaller law firms to effectively compete with larger law firms without the budgetary constraints of PPC advertising.

Get Started with Google Local Service Ads for Law Firms: Earn the Google Screened Badge

Getting started with Google Local Service Ads for law firms isn’t a complicated process but it does require a few important steps. To place an LSA, Google requires that each law firm earn a Google Screened Badge.

How to Earn a Google Screened Badge

Step 1: Create a Google Business Profile

  • Sign into your Google Account or create a new account if you don’t have one
  • Select “create a profile” and enter the name of your business
  • Search for your business category
  • Choose if you have a location customers can visit

Step 2: Receive 5 Google Business Profile reviews with a review score of 3.0 or higher

  • Verifyyour business profile
  • Request reviews from your clients by sharing a link to your business

Tips for Optimizing LSAs for Maximum Visibility and Lead Generation

There are several ways to maximize LSA visibility and increase lead generation:

Step 1: Increase the Number of Google Business Profile Reviews Collected

  • Send clients a thank you email for their business and ask them to leave a review
  • Follow up with clients and provide a link to your business to make leaving a review easy
  • Respond to all reviews promptly to build trust

Step 2: Engage with Your Clients

  • Respond promptly to all inquires
  • Conduct follow-ups on every lead

Step 3: Keep Your LSA Current

  • Highlight awards and professional affiliations on your LSA

How Above the Bar Marketing Can Help Lawyers Generate More Leads with Google Local Service Ads

Google Local Service Ads for law firms and lawyers are a valuable component of a comprehensive digital marketing strategy. LSAs raise your firm’s visibility and directly connect you with prospective clients in your area who are seeking the legal services that you offer.

Above the Bar Marketing works with lawyers to create a strategic LSA marketing plan that increases lead volume and maximizes efficiency. Above the Bar is a Certified Partner of Clio, the leading legal technology for lawyers around the world, and has demonstrated success helping our clients grow their law practices.

Ready to grow your business with Google Local Service Ads? Contact us today to get started.

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