Local Services Ads for Lawyers: The Ultimate Guide for 2024
Increase Your Online Visibility in Your Goal Cities
In today's competitive legal landscape, attracting new clients is more challenging than ever. With over 93% of online experiences beginning with a search engine, ensuring your law firm appears at the top of those search results is crucial to success. That’s where Google’s Local Services Ads (LSAs) come into play. These ads not only position your firm at the top of search engine results but also offer a cost-effective way to connect with potential clients who are ready to take action. In this guide, we’ll dive into everything you need to know about LSAs for lawyers and how they can be a game-changer for your practice.
Finding new clients in the legal world can feel like a never-ending challenge. You’ve got the skills and experience, but connecting with potential clients who need your services right now? That’s the tricky part. Enter Google’s Local Services Ads (LSAs), a powerful tool that can help put your law firm in front of the right people at the right time. In this guide, we’ll walk you through everything you need to know about LSAs, from what they are to how to set them up and maximize their impact.
What Are Local Services Ads (LSAs)?
Let’s start with the basics. Local Services Ads are a type of Google Ad that appears at the very top of search engine results pages (SERPs). These ads are designed to connect businesses—like law firms—with local customers who are actively searching for their services. The key difference between LSAs and other types of ads? LSAs operate on a pay-per-lead model, meaning you only pay when someone actually contacts you through the ad. This is a game-changer for law firms because it focuses your budget on acquiring real, quality leads.
Benefits of Using LSAs for Law Firms
So, why should you consider adding LSAs to your marketing strategy? Here are some of the standout benefits.
Cost-Effectiveness of Pay-Per-Lead Model
Unlike traditional pay-per-click (PPC) ads, where you pay each time someone clicks on your ad (whether they’re serious about hiring you or not), LSAs charge you only when a lead—a potential client—contacts your firm. This pay-per-lead model makes your marketing dollars work harder, delivering better value for your budget.
Securing a Prime Spot on Google Search
When people search for legal services, your LSA will appear at the very top of the search results, even above PPC ads and organic results. This prime placement increases your visibility, making it more likely that potential clients will choose your firm over competitors.
Attracting Qualified Leads
LSAs are shown to users who are in your area and actively looking for the services you provide. This means you’re reaching people who are already at the decision-making stage and are more likely to become clients.
Flexibility and Budget Control
With LSAs, you have complete control over your budget. You can set a weekly budget based on how many leads you want to generate, and you can pause your ads at any time. Whether you’re swamped with cases or going on vacation, you have the flexibility to manage your ads as needed.
Enhancing Credibility with Google Screened Badge
To run LSAs, law firms need to go through a verification process with Google, earning a “Google Screened” badge. This badge is a stamp of approval from Google, showing potential clients that your firm is trustworthy and has been vetted by a reliable source. It’s a simple way to build credibility with new clients.
How LSAs Compare to Other Advertising Methods
LSAs are powerful, but how do they stack up against other types of advertising? Let’s break it down.
LSAs vs. Google Ads
Traditional Google Ads are based on a pay-per-click model and are usually text-only ads that appear below LSAs in search results. While Google Ads can still be effective, they don’t offer the same pay-per-lead efficiency as LSAs. Plus, LSAs include more detailed information like your firm’s reviews and a direct call option, which can make a big difference in attracting leads.
LSAs vs. Local Search Ads
Local Search Ads are another type of PPC ad that appears when users search for a service in a specific location (like “divorce lawyer near me”). These ads show up in Google Maps and in the Local Pack (the top three local business results). While useful, they still don’t have the same top-of-the-page placement or the pay-per-lead advantage that LSAs offer.
LSAs vs. SEO
Search Engine Optimization (SEO) is all about improving your website’s visibility in organic search results. SEO is crucial for long-term brand awareness, but it doesn’t have the immediate lead-generation power of LSAs. LSAs are all about capturing those bottom-of-funnel clients who are ready to take action now, while SEO helps you build a broader presence over time.
Practice Areas Eligible for LSAs
Not every legal practice area is eligible for LSAs, but many are. Here’s a quick rundown of the types of law that can use LSAs:
- Bankruptcy
- Business Law
- Contract Law
- Criminal Law
- Disability Law
- DUI Law
- Estate Law
- Family Law
- Immigration Law
- Intellectual Property Law
- Labor Law
- Litigation
- Malpractice
- Personal Injury Law
- Real Estate Law
- Tax Law
- Traffic Law
If your firm practices in any of these areas, you’re good to go with LSAs.
How Much Do LSAs Cost for Lawyers?
The cost of LSAs can vary depending on your practice area and location. For instance, personal injury law is highly competitive, so the cost per lead might be higher compared to something like immigration law. On average, you can expect to pay anywhere from $60 to $200 per lead. The best approach is to experiment with your LSA campaigns to find the right balance between cost and lead quality for your specific needs.
Step-by-Step Guide to Setting Up LSAs for Your Law Firm
Ready to get started with LSAs? Follow these steps:
Step 1: Sign Up for Google Local Services Ads
Head over to the Google Local Services Ads page and click “Get Started.” You’ll enter your location and job category (Law) to check your eligibility.
Step 2: Get Google Screened
Google will require your firm to go through a verification process, which includes background checks and license verification. This step is essential to earn the Google Screened badge that will appear on your ads.
Step 3: Set Your Budget
Determine how many leads you want to generate each week and set your budget accordingly. Google also offers a bidding option where you can choose between automatic and manual bidding to control your spending.
Step 4: Respond to Your Leads Promptly
Once your LSAs are live, make sure you have a system in place to respond quickly to any inquiries. Quick responses not only improve your ad’s ranking but also increase the likelihood of converting leads into clients.
Step 5: Monitor and Improve Your LSA Performance
Use Google’s dashboard to track your leads, see how your ads are performing, and make adjustments as needed. The dashboard provides valuable insights that can help you refine your strategy and maximize your results.
Tips for Maximizing Leads with LSAs
Want to get the most out of your LSAs? Here are a few tips:
Importance of Timely Responses
Google ranks LSAs based on several factors, including how quickly you respond to leads. Make sure you’re ready to answer calls and messages promptly to keep your ad ranking high.
Gathering Positive Client Reviews
Positive reviews are crucial for building trust and improving your ad’s performance. Encourage satisfied clients to leave reviews, and make sure these are reflected on your Google profile.
Using High-Quality Images
A picture is worth a thousand words, and in the case of LSAs, a high-quality headshot can make a big difference. Use a professional, clear image that represents you and your firm well.
Tools to Simplify the Use of LSAs
Managing LSAs can be time-consuming, but there are tools out there to help streamline the process. For example, platforms like Clio Grow integrate with LSAs, allowing you to track leads, manage client intake, and measure ad performance all in one place.
FAQs About LSAs for Lawyers
Still have questions? Here are some common queries about LSAs.
Google ranks LSAs based on proximity to the searcher, the relevance of the services you offer, your business hours, and the number of positive reviews you have.
Unlike traditional Google Ads, you can’t target specific keywords with LSAs. Google decides which search terms trigger your ad based on the services you provide and other ranking factors.
You can track your leads and ad performance through Google’s LSA dashboard, where you’ll find detailed reports on your ad spend, lead quality, and booked appointments.
Final Thoughts on Local Services Ads for Lawyers
If you’re looking to build a stronger online presence and attract more clients, LSAs are a powerful tool to add to your marketing toolkit. With their prime placement on Google, cost-effective pay-per-lead model, and the added credibility of the Google Screened badge, LSAs offer a unique way to connect with clients who need your services right now. So, why wait? Get started with LSAs today and watch your law firm grow.
Conclusion
Local Services Ads (LSAs) are a powerful tool for law firms looking to boost their online visibility and connect with clients who are ready to hire. By placing your firm at the top of Google search results and offering a pay-per-lead model, LSAs provide a cost-effective and efficient way to generate quality leads. Throughout this guide, we’ve explored the benefits of LSAs, from their prime search placement and flexibility to the added credibility of the Google Screened badge.
We’ve also compared LSAs to other advertising methods, demonstrating how they can complement your overall digital marketing strategy. Whether you’re practicing in personal injury, family law, or any of the other eligible areas, LSAs can help you reach the right clients at the right time. By following our step-by-step guide and implementing the tips provided, your law firm can maximize the impact of LSAs and drive meaningful growth.
In an increasingly digital world, LSAs offer a unique opportunity to stay ahead of the competition and connect with potential clients when they need your services most. If you haven’t already, now is the time to integrate LSAs into your marketing strategy and watch your practice thrive.
Call : (405) 412-8179
Let's Work Together
Is your website struggling to capture an audience? Do you need a more effective way
of converting visitors into loyal customers?
Look no further! Contact us today for a complimentary, tailored consultation.
Our experts are here to aid you in finding the most suitable solutions for your
project and offering up custom quotes so we can get started on making it happen.