Local Service Ads for Lawyers Guide [with Ads Examples]

Boost your law firm’s visibility with Local Service Ads!

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By Ivan Vislavskiy

Ivan Vislavskiy is Comrade Digital Marketing’s co-founder and fearless leader, spearheading the agency’s production department.
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If you’re looking to boost the visibility of your law firm, local service ads are the answer. Local Service Ads for lawyers appear at the top of Google search results, significantly enhancing your firm’s visibility to potential clients. It offers a cost-effective solution to target specific geographic areas. That way, you don’t have to waste resources on irrelevant targets; your message reaches the right people at the right time.

Sound perfect for your law firm? We think so too. To ensure your local search ads are a success, our experts at Comrade Digital Marketing are sharing essential insights to help you boost your results. This guide will give an overview of LSAs and then discuss them in detail, as well as their benefits, how to create them, and more. Let’s break it down.

What Are Local Services Ads

Local service ads (LSAs) are a dynamic advertising solution offered by Google that enables service-based businesses, including law firms, to prominently showcase their offerings to prospective clients actively searching for their services within a specific geographic area. These ads are designed to capture users’ attention in a visually striking format, prominently displayed at the top of Google’s search results.

LSA example

LSAs offer a unique blend of targeting capabilities and engaging visual elements. It allows businesses to precisely define the cities, towns, or even neighborhoods they wish to target. This level of granular targeting not only optimizes your advertising spend but also increases the likelihood of connecting with highly relevant prospects actively seeking your legal services.

Comrade Digital Marketing Agency can help you with the above if you’re unsure how to go about it. Schedule a free consultation.

What Lawyers Qualify for Google Local Services Ads

Google’s Local Services Ads are open to a wide range of legal professionals, catering to various practice areas and specializations. To ensure a seamless advertising experience and maintain a high standard of quality, Google has established specific eligibility criteria. Here’s a list of the types of lawyers who typically qualify for Local Services Ads:

  • Personal injury lawyers

  • Criminal defense attorneys

  • Estate planning lawyers

  • Family law attorneys

  • Immigration lawyers

  • Bankruptcy lawyers

  • Employment law attorneys

  • Real estate lawyers

  • Intellectual property lawyers

  • Business lawyers

These are just a few we can list. Google also continuously expands its offerings to accommodate more legal specialties. It’s worth noting that some practice areas may cost more than others due to the competition in their field. 

Benefits of Google Local Service Ads for Attorneys

Google Local Service Ads offer a wealth of benefits for attorneys, providing a comprehensive advertising solution tailored to the unique needs of the legal profession. Here are some of the key advantages that Local Service Ads bring to the table:

  • Targeted reach: With the ability to precisely define your service areas, Local Service Ads ensure that your message reaches the right audience at the right time. 

  • Prominent placement: Local Service Ads are prominently displayed at the top of Google’s search results, making them highly visible and easily accessible to users. 

  • Google Guaranteed badge: Qualifying businesses are eligible to display the coveted Google Guaranteed badge, which serves as a powerful trust signal. 

  • Performance tracking: Local Service Ads provide detailed performance metrics, allowing you to track key metrics such as impressions, clicks, and conversions. 

  • Flexibility and control: With Local Service Ads, you have complete control over your advertising budget, targeting parameters, and ad content. 


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How are Local Service Ads Different From Display and Search Ads

Local Service Ads (LSAs) offer lawyers a unique and innovative way to reach potential clients in their area. Unlike traditional Google Ads like Display and Search Ads, LSAs are designed specifically for local businesses and services and offer several unique features.

The key difference between LSAs and Display and Search Ads is the way they are displayed. LSAs are displayed at the top of the search results page, above the organic results, and are clearly labeled as “Local Services” or “Google Guaranteed.” Display and Search Ads are types of advertising that appear on Google’s search results page and other websites through the Google Display Network (GDN). These ads can be displayed in a variety of formats, such as text, images, and videos.

LSAs are also different in how they’re paid for. With LSAs, advertisers pay for leads generated through the ads rather than for the number of clicks or impressions. This can be a more cost-effective way to advertise, as advertisers only pay for the leads that are most likely to convert into paying customers. Display and Search Ads, on the other hand, are typically paid for on a cost-per-click (CPC) or cost-per-thousand impressions (CPM) basis.

Unlike Display and Search Ads, which typically include a brief headline and a link to a website, Local Service Ads include more detailed information, such as the business address, phone number, and hours of operation. This makes it easier for potential clients to find the information they need and get in touch with the lawyer directly.

How to Create a Local Service Ad for Lawyers

Creating an effective LSA for your law firm is an art form that requires a strategic blend of compelling messaging, visually striking elements, and effective audience targeting. This is the power that LSAs offer, and in this section, we’ll give you the steps to create local service ads that resonate with your target audience and drive tangible results for your practice.

1. Sign up for Google LSA

The first step in creating a Local Service Ad for your law firm is to sign up for the Google Local Services Ads platform. Start by visiting the Google Local Services Ads website and clicking on the “Get Started” button. You’ll be prompted to enter your country, state, zip code, and job category – in this case, select “Law.” After providing this information, click “Check Eligibility.”

for these screenshots GLF post is a good example - https://growlawfirm.com/blog/local-service-ads-for-lawyers

Next, you’ll be presented with a list of practice areas. Carefully review the options and check the boxes corresponding to your firm’s legal services. Once you’ve made your selections, click “Check Eligibility” again.

2. Fill out Info About Your Firm

Upon confirming your eligibility, you’ll be greeted with a pop-up window that briefly summarizes how Local Service Ads work. Take a moment to review the information, and when you’re ready, click “Get started.”

You’ll be prompted to enter crucial details about your law firm on the following page. This includes your business hours, name, phone number, address, and the law firm’s founder’s first and last name. Ensure you provide accurate and up-to-date information, which will be displayed to potential clients. After completing this section, click “Next” to proceed.

3. Designate Your Service Area

The next step allows you to define the geographic areas you wish to target with your ad. You can add or exclude specific service areas, ensuring that your ad is visible to the most relevant audience. Take the time to carefully consider your target market and make selections accordingly.

4. Choose Your Law Firm Services

Next, specify your firm’s practice areas in the designated section. This step is crucial, as it determines the types of legal services your ad will be associated with and the kinds of searches it will appear for.

Ensure that you accurately represent the areas of law your firm specializes in to maximize the effectiveness of your ad.

5. Add Images

After specifying your practice areas and service regions, you’ll have the opportunity to enhance the visual appeal of your Local Service Ad by uploading images. These could include your law firm’s logo, professional headshots of attorneys, or other relevant visuals that accurately represent your brand and services.

Google determines specific guidelines for image dimensions and formats, so ensuring that your images meet the recommended requirements is essential. Clear, high-quality visuals can capture potential client’s attention and create a professional, trustworthy impression.

6. Preview and Proofread Your Ad

Once you’ve completed all the necessary details and uploaded your images, Google will preview how your Local Service Ad will appear in search results.

Carefully review every aspect of your ad, including the text, images, and service areas.

Proofread the information meticulously, ensuring there are no spelling or grammatical errors and that all the details about your firm and services are accurate and up-to-date.

7. Add Your License Details

Google requires you to provide details about your professional licenses and certifications. This step is essential for verifying the legitimacy of your law firm and ensuring that you comply with all relevant legal and ethical standards. Be prepared to submit information such as your license number, issuing authority, and expiration date. Google may also request additional documentation or verification to confirm the validity of your licenses and certifications.

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8. Link Your Reviews

During the ad creation process, Google will prompt you to link your existing review profiles from popular platforms such as your Google Business Profile, Yelp, or Facebook. Linking these profiles allows Google to automatically pull and display your firm’s reviews and ratings within your Local Service Ad. Positive reviews can significantly influence a potential client’s decision to choose your firm over competitors, as they provide social proof and demonstrate your track record of delivering excellent legal services.

Ensuring that your review profiles are up-to-date and accurately reflect your firm’s reputation is essential.

Encourage satisfied clients to leave honest reviews and promptly address any negative feedback to maintain a strong online presence and reputation.

9. Determine Your Budget and Bids

Google’s Local Service Ads operate on a pay-per-lead model, where you only pay when a potential client expresses interest in your services by submitting a lead form, making a call, or sending a message through the ad.

Google will provide you with tools to set your desired budget and bid amounts. Your budget determines the maximum amount you’re willing to spend on your ad campaign over a specified period, while your bid amount influences your ad’s position and visibility relative to competitors in your service area.

It’s crucial to strike a balance between your budget and bid amounts to ensure that your ad remains visible and competitive while aligning with your legal marketing goals and return on investment expectations. 

10. Get a Google Screened Badge

Google offers the opportunity to obtain a “Google Screened” badge, which serves as a powerful trust signal for potential clients. This badge signifies that your law firm has undergone a rigorous verification process, ensuring you meet Google’s stringent professional, licensing, and customer service standards.

How to Get a Google Screened Status for Lawyers

Getting Google Screened requires a business verification process that includes a background check where Google looks at the legitimacy of your law firm’s business listing, including your bar license information. You’ll need to complete the following steps to obtain the Google Screened verification badge:

  • Provide a professional headshot: Upload a high-quality headshot image of at least 500 x 500 pixels in size.

  • Submit your lawyer license: You’ll need to enter your law license information, which may take up to 2 business days for Google to verify.

  • Showcase customer reviews: If your business is already listed on Google Maps and has existing customer reviews, these will be displayed in your Local Service Ad within a few hours. 

  • Set your bidding and budget: Choose between automatic bidding or manual bidding, and set your desired weekly advertising budget.

  • Provide billing information: Enter your payment details to enable Google to charge you for leads generated through your Local Service Ad.

  • Add lawyer profiles (optional): If applicable, you can add profiles for partners or attorneys associated with your law firm.

Having an existing Google Business Profile and Google Maps listing with customer reviews can make the verification process smoother. However, even if you don’t have these already set up, Google will guide you through the necessary steps to ensure your firm meets its eligibility criteria.


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Improve Your Lawyer Local Search Ads with Comrade

We’ve covered a lot in this guide on utilizing local service ads to boost your law practice, from strategizing location-based targeting to crafting persuasive ad copy and reviewing format best practices. Executing an effective LSA campaign is a commitment, but it can deliver a strong return by attracting new clients within your area of service. If it feels like too much, outsourcing might be the way to go.

Partner with our experienced agency, Comrade Digital Marketing, and let us leverage our extensive experience and expertise to get you the best possible results while you focus fully on serving your clients. Our team will evaluate your existing digital marketing strategy, create customized ads aligned with your unique strengths and goals, and optimize performance based on data insights. We provide end-to-end solutions to grow your client base, including SEO, PPC ads, website design, and more.

Contact us today to discuss how working with our team of lawyers-focused specialists could help your firm attract more qualified leads.

Frequently Asked Questions

  • Are Local Service ads for lawyers better than SEO?

    Local Service Ads and SEO (Search Engine Optimization) are two different marketing strategies that can work separately and complement each other in attracting potential clients to your law firm. While SEO aims to improve your website’s ranking on organic search results pages, Local Service Ads provide a more direct and immediate way to appear at the top of relevant local searches. LSAs can be a more effective way to reach potential clients who are actively searching for legal services in your area, especially if your law firm website isn’t well-established and you want immediate results.

  • Where Do Local Service Ads Appear?

    Local Service Ads appear prominently at the top of Google search results, above the organic listings and traditional paid ads. When a user searches for a specific legal service in their local area, such as “divorce lawyer near me” or “personal injury lawyer in [city],” your ad will be displayed along with other local businesses that offer similar services.

  • How Much Do Local Services Ads Cost for Lawyers?

    The cost of Local Service Ads for lawyers can vary depending on several factors, including your geographic location, practice areas, and bidding strategy. Google uses a cost-per-lead (CPL) pricing model for Local Service Ads, which means you pay a fixed amount for each lead generated through your ad. The average cost per click (CPC) for LSAs can range from $20 to $150 or more.

  • What Influences Lawyer’s LSA rankings?

    The ranking of your Local Service Ads for lawyers is influenced by several factors, including the relevance of your ad to the search query and the location of the user, your physical location and proximity to the searcher, your Google reviews and ratings, the quality and relevance of your ad’s content, and the use of ad extensions.

About the Author

Ivan Vislavskiy is Comrade Digital Marketing’s co-founder and fearless leader, spearheading the agency’s production department.
More Ivan's articles

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