Local Service Ads for Lawyers: 7 Steps to Get Clients (Plus 1 Bonus Tip!)

You didn’t spend years in law school to watch potential clients go to the lawyer next door.

But let’s face it: it’s tough to keep your pipeline full in today’s fiercely competitive market. How do you eliminate unpredictable revenue swings?

One answer is Local Service Ads (LSAs). In a world where 97% of people look for legal help online, LSAs help you nab clients who are ready to act.

But, like any marketing tool, LSAs need to be used correctly. If done wrong, you could burn a hole in your pocket. Done right, you could see a massive return on investment!

In this guide, we’ll walk you through 7 proven steps to appear front and center on Google and attract clients faster with Local Service Ads.

The Power of Local Service Ads (LSAs) for Lawyers in 2025

Over 1.3 million lawyers actively practice in the United States as of 2025. Being highly visible online is no longer just a luxury but a necessity.

One powerful way to compete? Using Google’s Local Services Ads (LSAs) which appear at the very top of search results when someone is looking for services in your area!

If you’ve ever searched for “personal injury lawyer near me” or “DUI attorney [your city],” you’ve likely noticed these ads at the top spot. Keep in mind: 25 out of every 100 clicks on Google go to paid results; this gives you a prime opportunity to capture leads.

And unlike traditional pay-per-click (PPC) ads, LSAs only charge law firms when a potential client directly contacts them (e.g., calling or messaging through the ad).

This “pay-per-lead” model ensures you’re only paying for actual client interest — not just clicks, meaning you’re investing in potential clients rather than wasted traffic with this form of legal advertising.

Is it worth the investment? Legal clients are actively searching for services like yours every day. What’s more, 64.6% of users looking for a product or service click on Google ads.

LSAs take advantage of these behaviors. They appear at the top of Google’s search results (even above organic listings and traditional ads), giving your firm a prime spot that’s hard to ignore.

BONUS: Get Google Screened to Boost Your Trustworthiness!

One of the standout benefits of LSAs is the Google Screened badge, which appears next to your ad. This indicates that your law firm has passed Google’s rigorous background checks, including verifying your licenses, insurance, and business information.

Having the Google Screened badge is an instant trust booster, giving potential clients peace of mind in knowing they’re working with a reputable firm.

Looking to get more clients? Check out 10 creative ad ideas to grow your law firm’s visibility and keep your caseload well-fed and happy.

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4 Massive Benefits of Local Service Ads for Lawyers

Imagine transforming your law firm’s online visibility, showing up as an expert, and attracting more clients — all while controlling your budget. Local Service Ads (LSAs) help you do just that!

Why LSAs Are a Game-Changer for Your Digital Marketing Strategy

• Pay-Per-Lead Model: With LSAs, you’re only paying for actual leads, not just clicks. Think of it as paying only when you catch a fish instead of paying every time you cast your line. This is much more cost effective and ensures your marketing budget is going toward people who are ready to take action.
• Prime Visibility: Local Service Ads for lawyers are placed at the very top of Google search results, above regular ads and organic listings. This means your law firm gets prime real estate in the most competitive part of the search results — where clients are most likely to click.
• Trust-Building with the Google Screened Badge: The Google Screened badge is a big deal for law firms. It tells potential clients that your firm is legitimate, trustworthy, and verified by Google. This extra layer of credibility often leads to higher conversion rates, as clients feel more confident reaching out to a firm that’s been vetted.
• Local Targeting: LSAs are perfect for law firms that want to target local clients. When someone searches for services like “criminal lawyer near me,” your firm is right there, front and center, ready to grab their attention.

By using LSAs, you can maximize your law firm’s marketing budget, all while increasing your visibility and picking up new clients.

Ready to get a headstart on your ads? Check out our 2025 guide on mastering Google Ads to boost your law firm’s revenue.

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Is Your Law Firm Eligible to Use LSAs? Let’s Find Out.

Wondering if your law firm can use Local Service Ads (LSAs)? Let’s break down the eligibility requirements and practice areas that can benefit from this powerful tool.

Eligible Legal Practice Areas

LSAs are available for a wide range of legal practice areas, so whether you’re a criminal defense attorney or a personal injury lawyer, there’s a good chance you can take advantage of this tool. Some of the most popular areas that qualify include:

• Personal Injury Lawyers: If you handle car accidents, slip-and-falls, workplace injuries, etc., LSAs can help get your firm in front of people who need help right away.
• Criminal Defense Attorneys: From DUIs to drug offenses, LSAs can put your firm at the top of Google search results, making it easy for clients to find you in urgent situations.
• Family Law Lawyers: Whether it’s divorce, child custody, or adoption, LSAs allow you to target local families in need of legal support.
• Immigration Attorneys: For people seeking help with visas, green cards, citizenship, and the like, LSAs can connect your firm with clients who are actively looking for immigration assistance.
• Estate Planning Lawyers: If you help clients with wills, trusts, probate, etc., LSAs ensure that you’re found by those planning for the future.

LSAs are also great for other legal specialties, like bankruptcy lawyers, real estate attorneys, and more. The key is that LSA eligibility applies to the legal services that clients need most urgently.

Law Firm Requirements

To start using Local Service Ads, your law firm must meet a few requirements. Google wants to make sure you’re a legitimate and trustworthy business. Here’s what you need:

1. License Verification: Your firm must be licensed to practice in the jurisdiction where you’re advertising. Google will verify this before your ads can go live.
2. Background Check: Google conducts a thorough background check on your firm, ensuring that your lawyers are in good standing with their respective bar associations. This helps build trust with potential clients right from the start.
3. Professional Liability Insurance: Google requires firms to have proper insurance. This gives clients confidence that they’re working with a law firm that’s covered and professional.
4. Service Areas: You’ll need to define where your firm provides legal services. LSAs target clients in specific geographic areas, so pinpointing your service areas is crucial.
5. Client Reviews: Positive, verified client reviews are essential for building credibility with Google and with potential clients. Having good reviews on your Google Business Profile (GBP) will boost your chances of being approved for LSAs.

By understanding your LSA eligibility and meeting these law firm requirements, you can unlock a steady stream of qualified, local clients.

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What’s the Difference Between Local Service Ads, PPC Ads & Local Search Ads?

Online advertising is a great way to get your law firm in front of clients looking to hire. But with so many options out there — Google Local Services Ads (LSAs), traditional Google Ads, and Local Search Ads — how do you choose without having to experiment and blow hundreds of dollars? Let’s break it down:

Local Service Ads vs Google Ads

Local Service Ads (LSAs) are perfect for law firms looking to attract high-quality, local leads. As mentioned above, with LSAs, you’re only paying for leads, not clicks — meaning you only invest in potential clients who are ready to contact you.

They also appear above organic listings and traditional Google Ads, giving your firm prime visibility in local searches, along with the added credibility of the Google Screened badge.

Google Ads, on the other hand, operates on a pay-per-click model, allowing you to target a broad audience based on keywords, location, and demographics. While this approach offers flexibility, it requires careful budget management, as you’re paying for every click, regardless of whether the visitor becomes a lead or not.

Curious about PPC costs for your law firm? Dive into our PPC for lawyers guide to understand the true investment behind driving high-quality leads.

Local Service Ads vs Local Search Ads

Local Search Ads appear in search results when users are looking for services in their area. While they’re visible and can help get your firm in front of potential clients, they lack the added trust-building features that Local Service Ads (LSAs) provide.

LSAs, on the other hand, give your firm a prime position at the very top of search results and feature the Google Screened badge, which signals to clients that your firm has passed Google’s rigorous background checks.

This added credibility makes potential clients feel more confident reaching out to you, giving you an edge over competitors who don’t have this trusted seal.

Bonus: Local Service Ads vs Search Engine Optimization (SEO)

Local Service Ads (LSAs) and Search Engine Optimization (SEO) are both crucial for law firms, but they serve different purposes and offer distinct benefits.

While LSAs are paid ads, SEO involves optimizing your website and content to rank organically in search results. While it doesn’t involve paying for clicks or leads directly, SEO requires time and effort to build and maintain high rankings.

SEO’s advantage lies in its long-term results — once you achieve top rankings, you can maintain them without ongoing ad spend, driving continuous traffic and leads to your website.

If you’re interested, we highly recommend exploring a fourth option: Social media advertising for lawyers. Check out our guide to learn more!

Which Is the Best Option for Your Firm?

The effectiveness of LSAs, Google Ads, Local Search Ads, and SEO varies based on your firm’s specific goals, practice areas, and target audience. Consider the following factors:

• Budget: With LSAs, you pay per lead, meaning you only invest when a potential client reaches out directly. Google Ads (PPC) charges per click, which can lead to wasted spending on traffic that doesn’t convert. Meanwhile, SEO involves less direct spending, though results take longer.
• Geographic Focus: If your firm serves a specific local area, LSAs and local SEO offer the most targeted exposure. For broader reach, Google Ads or traditional SEO might be more appropriate.
• Long-Term Strategy: SEO is a long-term investment that builds over time, whereas LSAs and Google Ads can generate immediate visibility.

If you want to maximize your ROI, attract high-quality clients, and make your law firm the go-to choice in your area, consider using LSAs as part of your marketing strategy.

Bonus: Ready to supercharge your marketing? Learn how to unlock a $600 boost in Google Ads credit and amplify your campaigns for maximum results!

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Your Step-by-Step Guide to Setting Up LSAs

Setting up Local Service Ads (LSAs) is an excellent way to boost your law firm’s visibility and attract high-quality leads. Here’s a detailed LSA setup guide to walk you through the process:

1. Create Your Google Business Profile

To get started with LSAs, the first step is to ensure your law firm has an active Google Business Profile (GBP).

This is essential for setting up LSAs, as Google uses it to verify your business information and link it to your ads. Make sure your business name, address, and phone number are accurate and consistent across all platforms.

2. Sign Up for LSAs

Once your Google Business account is set up, go to the Google Local Services Ads page and sign up. You’ll be asked to provide key details about your law firm, such as your practice areas, service areas, business hours, and business registration/licensing information.

Why this matters: It helps Google ensure your ads reach the right audience and connect with potential clients who need your services.

3. Designate Your Service Areas

In this step, you’ll define the geographic areas where you want to target potential clients. Be specific with choosing your city and surrounding areas.

This ensures that your firm shows up when clients in those locations search for your legal services. Proper service area designation is key for ensuring your ads are relevant to local searches and reach the right clients.

4. Customize Your Ads

Now, it’s time to create and customize your LSAs. You’ll be able to:

• Add a headline that clearly describes your law firm’s services (e.g., “Experienced Personal Injury Lawyer in [City]”).
• Choose relevant keywords that reflect the legal services you offer.
• Upload client reviews (if available) to improve your ad’s trustworthiness and Google rating.
• Ensure your contact details are displayed prominently, including a phone number and messaging option, so clients can easily get in touch.

5. Get Google Reviews

Client reviews play a huge role in the success of your LSAs. Google places a high value on verified client reviews, and positive reviews can increase your credibility, making potential clients more likely to reach out.

Our recommendation: Encourage satisfied clients to leave reviews on your Google Business Profile. A high rating paired with glowing reviews can help your firm stand out and improve your Google Screened badge’s effectiveness!

6. Set Your Budget

Set a budget that aligns with your firm’s marketing goals. If you’re not sure where to start, Google can recommend a budget based on your location and practice area, and you can adjust it to suit your needs.

7. Monitor and Optimize (Important)

Once your LSAs are live, monitor their performance regularly. Google provides insights into how well your ads are performing, including how many leads you’re generating.

Keep track of your ad spend, lead quality, and conversion rates, and make adjustments to your budget and targeting as needed to optimize your results.

Ready to go even further? Dive into our Search Engine Marketing guide and discover how to elevate your online presence, outshine competitors, and attract clients faster!

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Getting Ahead with the “Google Screened” Process

When it comes to online marketing, trust is everything — especially for law firms. That’s where the Google Screened badge comes in.

It’s a simple but powerful way to show potential clients that your law firm is verified, credible, and ready to help them with their legal needs. Let’s break down how this process works:

What Is the Google Screened Badge?

The Google Screened badge is a mark of credibility that Google gives to businesses, like law firms, that meet specific verification standards. It’s like a stamp of approval from Google, saying, “This firm is trustworthy.”

When clients see this badge on your Local Service Ad, they know they’re dealing with a law firm that has been verified, adding an extra layer of confidence.

How Do You Get the Google Screened Badge?

To earn the Google Screened verification, your law firm has to go through a few important steps:

1. License Verification: Google will make sure that your firm and the lawyers in it are properly licensed and up to date with state regulations. This ensures you’re qualified to practice in your area.
2. Background Checks: Google doesn’t conduct separate background checks but relies on the professional checks that are already done when you earn your legal license. This gives potential clients confidence in your firm’s credibility.
3. Business Profile Review: Google looks at your Google Business Profile to make sure it’s accurate and complete. This helps build trust with both Google and prospective clients, as it guarantees all of your information is up-to-date and reliable.

Why Does the Google Screened Badge Matter?

Here’s why getting the badge is so beneficial for your firm:

• Increased Visibility: With the LSA trust badge, your firm’s ads will show up at the very top of search results, giving you prime real estate where potential clients can easily find you.
• Client Trust: The Google Screened verification process tells clients that your firm has been vetted by Google and is reliable, bringing you more leads.
• Stand Out from the Competition: Firms with the Google Screened badge are far more likely to stand out. If potential clients are deciding between two firms, the badge can be the deciding factor.

In short, the Google Screened badge not only boosts your visibility but also reinforces your law firm’s credibility. It’s a game-changing tool for law firms looking to outshine the competition.

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Let’s Talk Costs: How to Budget for Local Service Ads

When it comes to Google Local Services Ads (LSAs), getting the most out of your advertising budget is key.

How do you ensure you’re making the most of this model while keeping costs under control? Let’s dive into how LSA costs work and explore a few tips on budgeting effectively.

What Affects LSA Costs?

A few factors influence how much you’ll pay per lead, and knowing what they are can help you plan your budget accordingly:

• Practice Area: Some legal services are more competitive than others, and LSA costs reflect that. For example, personal injury and criminal defense leads might be more expensive than those for less competitive practice areas.
• Location: The area you serve also plays a big role in determining lead costs. Firms targeting big cities or areas with high demand will likely face higher costs per lead than those targeting smaller towns or less competitive markets.
• Lead Quality: The more targeted and relevant your ads are, the better your lead quality. It’s all about ensuring that the right people are finding your ad and reaching out.

Tips for Budgeting Effectively

Now that you know what impacts LSA costs, let’s look at how to budget:

1. Set a Realistic Budget: Start by determining how much you’re willing to spend on LSAs each month. Google will provide recommended budgets based on your location and practice area, but you can always adjust this based on your needs. It’s essential to strike a balance between visibility and generating leads and not overspending without seeing a return.
2. Monitor and Adjust: Once your ads are live, keep a close eye on your budget and lead costs. Google provides detailed reporting, so you can track the effectiveness of your LSAs. If certain areas are producing more leads at a lower cost, consider shifting more of your budget toward them. On the flip side, if certain campaigns are not performing as well, reduce their budgets or refine your targeting.
3. Test and Optimize: A/B testing is key. Try different headlines, service areas, or keywords to see what resonates best with your audience. With LSAs, you can tweak and adjust your campaigns to make the most of your advertising budget. Also, make sure to get more reviews on your Google Business Profile (GBP) to boost your credibility.
4. Set a Pay-Per-Lead Cap: Set a limit on how much you’re willing to pay for each lead. By monitoring your pay-per-lead costs, you can ensure that you’re staying within budget and not overpaying for low-quality leads.

With the right budget, ongoing optimization, and strategic adjustments, you’ll be well on your way to attracting high-quality clients without breaking the bank.

Need Help? Our Experts Can Guide You.

If you’re feeling overwhelmed by all the options and numbers, don’t risk wasting your budget.

Our experts at Comrade Digital Marketing can help you set up, optimize, and manage your paid ad campaigns to ensure you’re getting the best Return on Ad Spend (ROAS). Contact us today to avoid costly mistakes.

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Bonus Tips to Manage and Optimize Your LSA Campaigns

Let’s dive into some smart strategies to track your leads and make sure you’re on the path to success.

Track Your Campaign Performance

LSA management starts with tracking how well your ads are performing. Google provides valuable insights into key metrics like:

• How many leads your ads are generating
• The total cost per lead
• How many people are reaching out to your firm

Regularly monitor these performance stats to spot trends and identify what’s working (and what’s not). This allows you to make adjustments to optimize your results.

Pro tip: Pay attention to conversion rates — if you’re getting lots of clicks but few actual inquiries, it may be time to tweak your targeting or ad copy to attract more qualified leads.

Handle Leads Effectively

The leads you generate through LSAs are valuable, so handling them properly is essential. When a potential client contacts you via an LSA, respond quickly and professionally to maximize your chances of converting them.

Be sure to log and track these leads consistently. If you’re using a CRM system, make sure it integrates with your LSA account to track each lead’s status from initial contact through to final conversion.

Dispute Irrelevant Charges

Sometimes, irrelevant charges can pop up, especially if you’re getting leads that don’t align with your practice area or if the contact was accidental.

Google gives you the ability to dispute these charges. Keep an eye on your lead tracking data and flag any leads that you feel are inappropriate, ensuring that you’re only paying for leads that truly count.

Google will typically review these disputes and issue credits for any charges found to be invalid, but it’s important to stay proactive about it.

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Frequently Asked Questions about LSAs for Lawyers

As a busy lawyer, you likely have plenty of questions about Local Service Ads (LSAs), and you’re not alone.

LSAs are an incredibly powerful tool for getting your firm in front of local clients, but knowing how to use them effectively is key to getting the best results. Let’s tackle some LSA FAQs to help you get the most out of your lawyer advertising efforts.

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Don’t Blow Your Budget: We’ll Squeeze Every Last Dollar to Bring You Clients!

You’re not a marketer — why waste time figuring out LSAs and run the risk of blowing out your budget?

Let us handle the complexities of Local Service Ads (LSAs) while you focus on what you do best: helping your clients win their cases.

At Comrade Digital Marketing, we take the risk out of your legal advertising with ROI-first, data-driven PPC and advertising campaigns handled by a team of highly trained ad specialists.

Businesses typically earn $2 for every $1 spent on Google Ads. The returns seen by Comrade clients are much higher, yielding $10 for every $1 invested.

Eager to get similar returns? Contact us today.