Google Local Service Ads for Attorneys

Google has just released its Local Services Ads to attorneys nationwide. It will never be easier than right now to get your law firm’s website to appear at the very top of a Google search results page.

This is a significant development for law firm marketing because it is a brand new service, and you should act quickly.

In this article, we will discuss what Google Local Services Ads are and what you need to do to have your law firm take advantage of the benefits of this service.

What Are Google Local Service Ads?

Local Service Ads were previously known as “Home Services Ads.” They were focused on home improvement services, like house cleaners and plumbers. However, last year Google began trying these ads for immigration and estate planning attorneys in a few select markets. Apparently, the trials were a success because Google is now expanding Local Service Ads nationwide.

The Local Service Ads appear as a strip of ads – identified as “Google Screened,” which we discuss below – at the very top of a search results page. The strip of Local Service Ads even appears above the pay-per-click (PPC) ads. So, the real estate on a potential client’s computer screen is a prime location.

What is key about these Local Service Ads is that they are there to promote services that are local to the user, and they employ a pay-per-LEAD pricing model. That means you pay only when you receive a legitimate phone or text contact. Specifically, only calls that have a duration of over 30 seconds are charged to make sure that you only pay for quality leads and not spam.

How Can Google Local Service Ads Benefit Attorneys?

Google Local Service Ads for attorneys have not always been around. We were able to see the benefits of LSAs long before attorneys had access to them. Now that law firms have access to LSAs, they’re taking off in the legal market. These ads have already proven successful methods of advertising for many firms across the country.

As LSAs continue to expand across more fields of business and markets, people will become reliant on using these as a means for research. Users will recognize this option as a trustworthy resource. It will become the go-to resource for locating local businesses in the near future.

We are all aware that Google is the world’s largest search engine. Thus, they provide the golden standard for modern-day marketing. Many legal firms are already jumping on the opportunity to increase their visibility online via LSAs.

Is My Law Firm Eligible For Local Service Ads?

Not every law firm is automatically eligible for Local Service Ads. Like we mentioned before, businesses must go through a screening process. The screening process itself is a free service.

For lawyers, there are many requirements to meet first. Some of these include:

  • Business/Professional Background Check
  • Owner Background Check
  • License Check
    • State bar license check for each professional or Attorney at the firm.

Practice Areas

There are several practice areas you’re able to select for advertising. The practice areas are as follows:

  • Bankruptcy Lawyer
  • Business Lawyer
  • Contract Lawyer
  • Criminal Lawyer
  • Disability Lawyer
  • DUI Lawyer
  • Estate Lawyer
  • Family Lawyer
  • Immigration Lawyer
  • IP Lawyer
  • Labor Lawyer
  • Litigation Lawyer
  • Malpractice Lawyer
  • Personal Injury Lawyer
  • Real Estate Lawyer
  • Tax Lawyer
  • Traffic Lawyer

There are also subcategories that indicate the service types provided by each lawyer. You’re only charged for a lead that you advertise a specialty area for. The breakdown is below in the FAQ.

What is Google Screened?

To be included in a Local Service Ad, Google puts your firm through a screening process. The screening involves a background check of the owner of the firm, confirmation of law licenses, and proof of insurance.

The Local Service Ads are tied to a firm’s Google My Business addresses. That means that your firm can have multiple Local Service Ads, one for each business address. Note that you cannot have a Google My Business listing for an “appointment only” address. Each business location must be staffed.

What Does a Local Service Ad Profile Look Like?

Different from Google PPC ads, which connect the user directly to the firm’s website, Local Service Ads link the user to a detailed profile page on Google itself. The profile shares some information from the firm’s Google My Business listing and provides an efficient way to communicate directly with the attorney.

Further, your ad will have a “Google Screened” badge next to it, which will add credibility to your listing.

What Does a Local Service Ad Profile Look Like?

Different from Google PPC ads, which connect the user directly to the firm’s website, Local Service Ads link the user to a detailed profile page on Google itself. The profile shares some information from the firm’s Google My Business listing and provides an efficient way to communicate directly with the attorney.

What Are The Costs For Local Service Ads For Attorneys?

Your law firm will set an average weekly budget. This determines the number of leads you are seeking per week. As stated before, you’re only paying for those leads that seek the legal services you advertised for.






There are cases where you would spend more on leads than what you stated for your average weekly budget. However, you will never exceed your monthly max. Any lead received after you’ve reached your monthly max gets refunded back to you.

For other professionals using LSAs, there is a fixed cost per each lead. But for attorneys, the budget is different. Google will provide a recommendation based on the average budget for others in your industry.

You are also able to customize your budget. The cost spreads between a minimum and maximum amount. This can be anywhere from $40 per lead to $100 or more.

The more money you budget per week, the more leads you will bring in. This also helps determines your spot on the top of the page.

Why Should You Jump On This Opportunity?

In short, because it is new and just being rolled out. You will benefit from getting in early. Here are the three main benefits of the Local Service Ads:

1. Your firm earns a Google Screened badge, which earns you the trust of potential clients who are searching for legal services; 2. You pay only for actual leads and opportunities – not for clicks (which are susceptible to unscrupulous competitors); and 3. You can utilize advanced settings so you can target a specific set of potential clients.

In sum, there are advantages to being an early adopter. You can quickly have your firm appear at the very top of a potential client’s search page on Google. Further, the potential client has a way to easily contact your firm to schedule a consultation.

Let Local Connect Guide You to Get You Google Screened, and Ready to Take Advantage of Local Services Ads for Attorneys

At LCC, we dedicate ourselves to optimizing your legal web design to deliver quality content to bring in new business. We have the tools and the team to make sure that your brand, your webpage, your reputation, and your firm are top-of-mind.

When you invest in marketing for your law firm, you want to work with an agency that brings your law firm the best results and understands the temperature of the marketplace. You want to get the most out of your advertising budget and get the best return on investment.

If you want to increase your marketing reach and want a company that focuses on SEO for law firms, then look to the help of an experienced, professional, legal marketing agency. We welcome you to contact us to help you market your firm and build your book of business. Please fill out our online contact form, or call us at 650-285-3722.

More Frequently Asked Questions

How Long Does It Take To Get Approved/Screened?

The process can take anywhere between 2-5 weeks. Depending on how many professionals work at your firm, it may take longer. Insurance and licensing information are generally approved within 3 days. Background checks are what take the most time.

How Can I Make Sure I’m One Of The Top 3 Businesses?

A top position on Google has to do with several things. Your proximity to the user and the number of reviews you have help determine your position. Yet the most important aspect is your budget. What you are willing to spend on a weekly budget has the most significant impact on your spot amongst the Top 3.

How Do I Get Reviews For My LSAs?

You are able to ask your customers for reviews from the LSA dashboard. You can also link your Google My Business account and use the reviews that you already have there.

How Are Valid Leads Determined?

Here are some examples of valid leads:

  • A booking request from a potential client.
  • Speaking with a potential client over a phone call.
  • A voicemail from a potential client.
  • Texts or emails from a potential client.

How Are Invalid Leads Determined?

Here are some examples of invalid leads:

  • It is not a customer that calls.
    • Wrong number, solicitation call, sales call, spam, or bot.
  • The location of the customer doesn’t reflect the one shown on your LSA.
  • The requested job isn’t advertised on your LSA.
  • You didn’t interact with a customer and you’re unable to reach them again.
    • No caller ID or invalid email address.
  • You received more than one charge for the same lead within a 15 day period.


Bankruptcy Lawyer

  • Agriculture Bankruptcy
  • Bankruptcy Litigation
  • Chapter 7, 11, & 13 Bankruptcy
  • Corporate Bankruptcy
  • Creditor Harassment
  • Debt Settlement
  • Foreclosure
  • Personal Bankruptcy
  • Repossession
  • Wage Garnishment
  • Other

Business Lawyer

  • Banking & Financing
  • Business
    • Licenses & Permits
    • Litigation
    • Taxes
    • Transactions
  • Commercial
    • Bankrupts
    • Contracts
  • Employment Law
  • Incorporation & Restructure
  • Insurance Law
  • Intellectual Property Law
  • Mergers & Acquisitions
  • Partnership Agreements
  • Patents, Copyrights, & Trademarks
  • Securities Law
  • Shareholder Disputes
  • Other

Contract Lawyer

  • Assignment Of Contract
  • Business Transactions
  • Commercial Contracts
  • Contract
    • Dispute
    • Negotiation
    • Review
  • Employment Contracts
  • Franchise Agreements
  • Mergers & Acquisitions
  • Non-Disclosure Agreements
  • Partnership Agreements
  • Power Of Attorney
  • Security Agreements
  • Warranties
  • Other

Criminal Lawyer

  • Corporate Representation
  • Criminal Immigration Defense
  • Domestic Violence
  • Drug Possession
  • DUIs & Reckless driving
  • Expungement
  • Federal Crimes
  • Felonies
  • Petty Crimes & Misdemeanors
  • Restraining Orders
  • Sex Offenses
  • Three-Strikes Law
  • Other

Disability Lawyer

  • Disability Hearings
  • Long-Term Disability
  • Short-Term Disability
  • Social Security Disability Insurance
  • SSA
    • Claim Reconsideration
    • Disability
      • Appeals
      • Application
      • Benefits
    • Family Benefits
    • Impairment Listings
  • Supplemental Security Income
  • Veterans Disability Benefits
  • Worker’s Compensation
  • Other

DUI Lawyer

    • With accident
    • With injury
    • Felony
    • Underage
  • Invalid tests
  • Multiple offenses
  • Reckless driving
  • Other

Estate Lawyer

  • Charitable Giving
  • Contests/Litigation
  • Deeds
  • Estate Planning
  • Guardianship
  • Medical Power Of Attorney
  • Power of Attorney
  • Probate Estate Lawyer
  • Trusts
  • Wills
  • Other

Family Lawyer

  • Adoption
  • Child Support
  • Contested Divorce
  • Debt Division
  • Guardianship
  • Mediation
  • Modification Of Orders
  • Parent Timesharing
  • Paternity
  • Prenups & Marital Agreements
  • Probate
  • Property Division
  • Restraining Orders
  • Spousal Support and Alimony
  • Uncontested Divorce
  • Other

Immigration Lawyer

  • Asylum
  • Citizenship
  • Deportation
  • Family-Based Immigration
  • Green Card
  • Investment Visa
  • Outbound Work Permits
  • Student Visa
  • Visitor Visa
  • Work Visa
  • Other

IP Lawyer

  • Advertisements
  • Copyright
  • Export Control
  • Franchises
  • International IP
  • IP Strategy
  • IP Transactions
  • Licensing
  • Litigation
  • Non-Disclosure Agreements
  • Patents
  • Technology Transfer
  • Trademarks
  • Trade Secrets
  • Other

Labor Lawyer

  • Employment
    • Contracts
    • Law
  • Exempt Employee Status
  • Labor Law
  • Labor Negotiation
  • Privacy Rights
  • Sexual Harassment
  • Unpaid Overtime
  • Whistle Blowing
  • Workers’ Compensation
  • Wrongful Termination
  • Other

Litigation Lawyer

  • Appeals
  • Case Assessment
  • Civil Litigation
  • Commercial Litigation
  • Contracts & Agreements
  • Criminal Litigation
  • Mediation
  • Settlements
  • Other

Malpractice Lawyer

  • Consent Issues
  • Diagnosis Errors
  • Medical Negligence
  • Treatment Errors
  • Other

Personal Injury Lawyer

  • Assault & Battery
  • Auto Accidents
  • Bicycle Accidents
  • Catastrophic Injuries
  • Dog Bites
  • Injuries From DUI
  • Medical Malpractice
  • Motorcycle Accidents
  • Motorist Insurance Claims
  • Pain & Suffering
  • Pedestrian Accidents
  • Product Liability
  • Slip & Fall
  • Workers’ Compensation
  • Wrongful Death
  • Other

Real Estate Lawyer

  • Commercial Real Estate
  • Easements
  • Encroachment
  • Foreclosure
  • Landlord & Tenant Law
  • Mortgage & Lending Law
  • Neighbor & HOA Disputes
  • Property Damage
  • Purchase Agreements
  • Real Estate Transactions
  • Residential Real Estate
  • Title Service
  • Trespassing
  • Other

Tax Lawyer

  • Civil Tax Litigation
  • Corporate Taxes
  • Criminal Tax Litigation
  • Estate Tax Planning
  • Failure To File
  • Innocent Spouse Relief
  • International Tax Services
  • IRS Tax Problems
  • Non-Collectible Status
  • Offer In Compromise
  • Tax
    • Audits
    • Liens & Levies
    • Planning
    • Relief
  • Other

Traffic Lawyer

  • Case Assessment
  • CDL Traffic Ticket
  • DUI
  • Fix-It-Ticket
  • Parking Ticket
  • Reckless Driving
  • Red Light Ticket
  • Speeding Ticket
  • Suspended License
  • Traffic Ticket
  • Other


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