Substantially Increase Your Law Firm’s Reach with Local Service Ads for Attorneys
At the Attorney Marketing Network, our skilled professionals know that reaching the people in your community is how your law firm thrives, no matter what type of lawyer you are.
Whenever someone searches for a legal service provided by a law firm running Local Services Ads for their area — whether they use general or specific search queries like family lawyer or divorce attorney, criminal lawyer or DUI attorney, personal injury lawyer or car accident attorney — your law firm appears when local clients search for your services.
Like most attorney marketing practices, standing out and getting discovered by more potential clients with Local Services Ads requires a deep understanding of the nuances that push your law firm ahead of others in your area. We can help. Once your LSA appears atop the search browser, you only pay for client contact — not clicks.
What are Local Service Ads for Lawyers?
Local Services Ads are Google’s latest advertising model that uses a pay-per-lead approach instead of the traditional pay-per-click route. LSAs offer law firms a highly effective and efficient way to reach local clients, build trust and credibility, and generate valuable leads directly from Google search results.
Unlike Google Ads, Local Services Ads is a pay-per-lead service that charges you only for each lead it generates — either by calling or sending your law firm a message — instead of whenever someone clicks on the ad.
Does My Law Firm Qualify for Local Service Ad Placement?
To qualify for LSAs, Google requires all law firms to undergo background checks to verify their identity and credibility based on provided information about the business owner or attorneys.
This includes:
- Valid state bar law licenses where the attorney conducts business, including multi-state attorneys.
- Quality and quantity of reviews, prioritizing law firms with a strong reputation.
- Compliance with Google’s advertising policies and guidelines.
At Attorney Marketing Network, we compile our clients’ screening and verification components so they can focus on their clients — not their marketing opportunities.
Once your business is verified, we will create and optimize your professional law firm LSA profile within your Google My Business platform to ensure all your law firm’s information, attorneys, location(s), practice areas, images, office hours, and customer reviews maximize the effectiveness of your LSA.
In addition, our skilled LSA attorney marketing experts will:
- Set up your billing information and payment method in Google Ads to specify how much you will pay for each lead generated through your ads.
- Monitor the performance of your LSAs through the Google My Business dashboard.
- Track leads, adjust your advertising settings as needed, and respond promptly to customer inquiries to maximize the return on your advertising investment.
The result? Local Services Ads appear first whenever someone searches for something on Google that will trigger them — including “law firms near me.” This means they appear above all other result types, including Google Ads, local map results, and regular organic results.
This is important because LSAs operate using a flat-fee pay-per-lead model, so you cannot improve your ranking by pouring more money into them. Placement is primarily based on the law firm’s location and reputation.
Whether your law firm specializes in family, personal injury, criminal, disability, immigration, estate planning, bankruptcy law, or any combination in between, with our precise optimization skills, your LSA will display the Google Guaranteed, Google Screened, or License verified by Google badge, which earns credibility and encourages clients to choose your law firm confidently over others in your area.
Why Should My Law Firm Choose Local Service Ads as Part of Our Marketing Strategy?
No matter the size of your law firm — whether you are one attorney or part of a significant legal presence in your area — proximity matters more with LSAs than other legal marketing tactics.
If your law firm is near the person searching for your practice areas — specifically or generally — your firm will be more relevant and placed higher in the LSA rankings. This is great for small law firms in big cities competing against giant firms and allows you to first catch leads triggered by your law firm’s LSA details.
This prime placement increases visibility and enhances the likelihood of attracting clicks from potential clients.
In addition, other benefits of Local Service Ads for attorneys across the U.S. include:
- Target users based on their location and the services they are searching for, ensuring your law firm reaches prospective clients in their local area actively seeking attorney services. This targeted approach maximizes the effectiveness of your law firm’s marketing efforts and minimizes wasted ad spend.
- The Google Guarantee badge signifies that Google has verified the law firm’s identity and credibility. This instills trust and confidence in potential clients, leading to higher conversion rates.
- Unlike traditional pay-per-click advertising, LSAs operate on a pay-per-lead basis. This means your law firm only pays when a potential client contacts you directly through the ad, by calling or messaging, ensuring you only pay for tangible leads rather than clicks.
- Display verified reviews from past clients directly within the ad, building credibility and differentiating yourself from competitors.
- LSAs are prominently displayed on mobile devices, where an increasing number of users conduct local searches, capturing the attention of mobile users and driving valuable leads to businesses.
At the Attorney Marketing Network, our LSA for law firm professionals can create an effective ad that allows you to stand apart from your local competitors and effectively integrate the ad into your existing or new Search Engine Optimization and other marketing tactics.
Leveraging SEO and Local Services Ads as part of your legal marketing strategy improves the odds that a searcher will land on your law firm’s website by appearing twice in the search results.
Don’t miss out on this exceptional opportunity to do more than reach your local target market and convert them into valuable clients. Contact our skilled Local Service Ads for lawyers team at the Attorney Marketing Network today to get started.
