Did you know that 46% of all Google searches seek local information? For law firms, this means that nearly half of these potential clients are using Google to find legal assistance in their area. But that is not all. According to Go-Globe’s latest local search-related statistics, 97% of search engine users have searched online to find a local business, and 30% of Google mobile searches are related to location.

This staggering statistic highlights the critical importance of local searches in the legal industry, where being easily discoverable by local clients can make or break a practice. So how can law firms take advantage of these statistics?

In this blog, we will discuss the benefits of Google Local Service Ads (LSAs) and provide law firms with a guide on how to utilize them to attract local clients. From setting up LSAs to optimizing performance and overcoming common challenges, we will explore all the key aspects that can help law firms dominate local searches and grow their client base.

We will cover the following:

1. What are Google Local Service Ads?
2. Are Google Ads and Google Local Services Ads the Same?
3. The Power of Google Local Service Ads for Law Firms
4. What is the Difference Between Google Guaranteed and Google Screened?
5. Why LSAs are a Law Firm’s Growth Engine
6. Eligibility and Verification Process
7. Setting Up Google Local Service Ads for Your Law Firm
8. Best Practices for Maximizing LSA Performance
9. Partner with Us and Dominate Your Local Market

1. What are Google Local Service Ads?

Google Local Service Ads (LSAs) are a game-changing tool designed to help local businesses, including law firms, stand out in search results. LSAs are ads that appear at the very top of Google search results, featuring business details, ratings, and a Google Guarantee badge that enhances trust and credibility.

When potential clients click on an LSA, they can directly contact the business, leading to higher-quality leads and increased conversion rates. Unlike traditional ads, LSAs operate on a pay-per-lead model, ensuring that law firms only pay for genuine customer inquiries rather than clicks, which makes them a more cost-effective solution for attracting local clients.

2. Are Google Ads and Google Local Services Ads the Same?

No, Google Ads and Google Local Service Ads (LSAs) are not the same, although they both serve the purpose of online advertising. Here’s a quick breakdown of the key differences:

• Target Audience: Google Ads offer a broader reach, allowing you to target a wider audience including those outside your local area. LSAs, on the other hand, are specifically designed for local service businesses and prioritize connecting you with prospective clients in your immediate vicinity.
• Position and Visibility: LSAs appear at the very top of the search results, above both traditional PPC ads and organic search results. This prime placement increases visibility and the likelihood of attracting potential clients.
• Ad Format: Google Ads offers a variety of ad formats like text ads, display ads, and video ads. LSAs have a more standardized format that includes your business name, customer rating and contact details.
• Payment Model: Google Ads use a pay-per-click (PPC) model, where you pay every time someone clicks on your ad. LSAs operate on a pay-per-lead model, which means you only pay when a potential client contacts you through the ad (like a call or message).
• Direct Interaction: LSAs allow potential clients to contact the business directly via phone calls or messages from the ad itself, streamlining the process of converting leads into clients.

3. The Power of Google Local Service Ads for Law Firms

✅ Standing Out in the Crowd: Prime Placement and Instant Attention

Forget getting buried in page after page of search results. Google Local Service Ads (LSAs) appear right at the top of local search queries. This prime placement puts your firm in front of potential clients the very moment they are actively searching for legal help in your area. Imagine the advantage of grabbing their attention immediately, before they get lost in a sea of other options!

✅ High-Intent Leads: Connecting with Clients Who Need You Most

LSAs aren’t just about prime placements. They act as a magnet for qualified leads. Unlike traditional advertising, LSAs connect your firm with local clients who are actively seeking legal services. Additionally, LSAs allow for some basic targeting based on practice areas. So, whether you are a personal injury lawyer, or specialize in family law or criminal defense, you can showcase your expertise to the most relevant potential clients.

✅ Building Trust and Credibility: The Power of the Google Screened Badge

LSAs come with a special “badge of honor” – the Google Screened mark. To earn this badge, your firm goes through a vetting process that verifies your license, insurance and background. This builds trust and credibility with potential clients, giving them peace of mind knowing they are connecting with qualified and legitimate legal professionals.

4. What is the Difference Between Google Guaranteed and Google Screened?

Both Google Guaranteed and Google Screened are badges displayed on Google Local Services Ads for local service businesses, but there are some key differences between them:

#1. Purpose:

• Google Guaranteed: The Google Guaranteed badge is primarily used to build trust with potential clients by ensuring that the business has been thoroughly vetted by Google. It displays a green checkmark badge with the text “Google Guaranteed” on the ad.
• Google Screened: The Google Screened badge aims to enhance credibility for professional services by verifying the business and its professionals. It displays a blue checkmark badge with the text “Google Screened” on the ad.

#2. Eligibility:

• Google Guaranteed: This badge is available for businesses in specific home service industries like plumbing, electrical, various home contractors, HVAC, and more.
• Google Screened: Primarily used for professional services such as law firms, financial planners, real estate agents, and other advisory services. It is not available in all locations.

#3. Client Protection:

• Google Guaranteed: This badge offers a money-back guarantee of up to $2,000 (lifetime cap) if a customer is unsatisfied with the service provided. Google investigates complaints and reimburses the client if they find the service fell short of expectations.
• Google Screened: This badge does not include a money-back guarantee.

#4. Verification Process:

• Google Guaranteed: Businesses must undergo a more rigorous verification process, including background checks, license verification and insurance verification. Location verification is also required.
• Google Screened: The verification process is similar to Google Guaranteed, with background checks and license/insurance verification, but it may not be as in-depth. Location verification might not be mandatory.

5. Why LSAs are a Law Firm’s Growth Engine

👉 Quality Over Quantity: Paying Only for What Matters

• Unlike traditional advertising with uncertain results, Google Local Service Ads (LSAs) operate on a pay-per-lead model. This means you only pay when a potential client reaches out to your firm through a call, message or online form.
• This keeps your marketing budget efficient and ensures you are focusing on leads who are actively seeking legal help. Think of it as attracting clients who are already halfway through the door, ready to discuss their needs.

👉 Pre-Qualified Leads: Connecting with the Right Clients

• LSAs go beyond just attracting potential clients. They also help you connect with pre-qualified leads who are a good fit for your firm. Within the LSA platform, potential clients answer brief questions about their legal situation.
• This allows you to showcase your expertise in specific practice areas and attract clients whose needs align perfectly with your firm’s capabilities. It is like having a built-in filter that ensures you connect with the ideal clients for your practice.

👉 Building Trust and Visibility: The Power of Positive Reviews

• Building trust is crucial for any law firm. Google LSAs facilitate this by encouraging clients to leave reviews directly within the platform. Positive reviews not only validate your expertise but also serve as a powerful social proof for potential clients.
• Imagine a potential client searching for a lawyer and seeing your profile brimming with glowing reviews – it instantly increases their confidence and makes your firm a more attractive option.

6. Eligibility and Verification Process

Before diving into LSAs, it is important to ensure your law firm meets the eligibility requirements. These primarily focus on establishing your legitimacy and professionalism. Fulfilling these criteria allows you to earn the coveted Google Screened badge, a trust signal that sets your firm apart.

Here’s what is involved:

1. Eligibility Criteria: Law firms must be based in a region where LSAs are available and offer services that fall within the categories supported by Google. Additionally, they must have an active law license in good standing for the state they practice in, along with valid business insurance.
2. Verification Process: The verification process includes a background check conducted by Google or its partners to ensure the legitimacy of the business. This may involve providing necessary documentation such as proof of licensing, insurance and other relevant credentials.
3. Creating a Profile: Once verified, law firms need to create a detailed profile on the LSA platform. This profile should include accurate business information, service areas, business hours and high-quality photos.
4. Collecting Reviews: Customer reviews play a crucial role in the success of LSAs. Law firms are encouraged to collect and display positive client reviews on their Google Business Profile.

By understanding and leveraging Google Local Service Ads, law firms can effectively increase their visibility in local searches, attract high-quality leads and grow their client base.

7. Setting Up Google Local Service Ads for Your Law Firm

Creating your Google Local Service Ads account is straightforward. Here’s what it entails:

➡️ A Step-by-Step Guide to Setting Up Google’s Local Services Ads

1. Account Creation:

• Sign Up for LSAs: Visit the Google Local Services Ads website and click on the “Get Started” button.
• Create Your Account: Fill in the necessary information, including your business name, address, and contact details. Make sure your law firm falls under the eligible categories for LSAs.

2. Profile Setup:

• Business Information: Enter detailed information about your law firm, such as the areas of practice, operating hours and service locations.
• License and Insurance: Provide proof of your business license and insurance. This step is crucial for the verification process.
• Photos and Description: Upload high-quality photos of your office, team, or any relevant visuals that can make your profile more appealing. Write a compelling business description that highlights your expertise and services.

3. Verification:

• Background Check: Google will conduct a background check to verify the legitimacy of your firm. This process includes checking your business license, insurance and any necessary certifications.
• Review and Approval: Once all the information is submitted and verified, Google will review your profile. Upon approval, your LSA profile will go live.

➡️ Optimizing Your LSA Profile

1. Accurate and Complete Information:

• Ensure that all business details are accurate and up to date. Complete profiles tend to perform better as they provide potential clients with all the necessary information they need to make a decision.

2. High-Quality Photos:

• Use professional, high-resolution photos that showcase your law firm’s office, team, and any other relevant aspects. Visuals can significantly impact a potential client’s first impression.

3. Compelling Business Description:

• Write a clear and engaging business description that highlights your law firm’s strengths, areas of expertise, and unique selling points. Use keywords relevant to your practice to improve searchability.

4. Collecting and Displaying Reviews:

• Encourage satisfied clients to leave positive reviews on your profile. High ratings and positive feedback can greatly enhance your profile’s credibility and attractiveness.

➡️ Budgeting and Bidding Strategies

1. Setting Your Budget:

• Determine Your Budget: Decide on a monthly budget based on your advertising goals and financial capacity. LSAs operate on a pay-per-lead model, so ensure your budget aligns with the number of leads you aim to generate.
• Adjust as Needed: Monitor your ad performance regularly and adjust your budget based on the results. If you are getting high-quality leads, consider increasing your budget to attract more clients.

2. Bidding Strategies:

• Automatic Bidding: Google offers an automatic bidding option where it sets your bid amount based on your budget and competition. This option can be useful if you are new to LSAs and want to let Google optimize your bids.
• Manual Bidding: If you prefer more control over your spending, opt for manual bidding. Set a maximum bid amount you are willing to pay per lead. Experiment with different bid amounts to find the sweet spot that maximizes your ROI.

By following these simple steps, your law firm too can effectively set up and leverage Google Local Service Ads to attract more local clients and grow your practice. Our popular Counsel Cast podcast on How Do I Set Up My Legal Practice On Google Local Search delves deeper into this topic.

8. Best Practices for Maximizing LSA Performance

✅ Maintaining High-Quality Service

Maintaining high-quality service is crucial for the success of your Google Local Service Ads (LSAs). Here’s how you can ensure this:

1. Provide Excellent Client Service:

• Client Interaction: Ensure that every interaction with clients is professional and courteous. Prompt responses and personalized attention can leave a lasting positive impression.
• Consistency: Strive to remain consistent in providing high-quality legal services. Clients appreciate reliability and expertise, leading to positive reviews and referrals.

2. Request Reviews:

• Encourage Feedback: After successfully closing a case, ask your clients to leave a review on your LSA profile. Make the process easy by providing direct links or guidance on how to leave a review.
• Address Negative Reviews: Respond professionally to negative reviews. Address the issues raised and show your willingness to resolve them. This demonstrates your commitment to client satisfaction, no matter what!

✅ Managing and Responding to Leads

Efficiently managing and responding to leads is essential for converting potential clients into paying customers. Here’s how to do it:

1. Quick Response Time:

• Immediate Follow-Up: Aim to respond to leads as quickly as possible. Prompt responses show prospective clients that you are attentive and eager to assist them.
• Use Automation Tools: Utilize automated response tools to acknowledge inquiries immediately. This can buy you time to follow up with a more detailed response.

2. Personalized Communication:

• Tailored Responses: Personalize your communication based on the client’s needs. Show that you understand their legal issues and explain how your firm can help.
• Follow-Up: Don’t just rely on a single response. Follow up with leads to remind them of your services and demonstrate your commitment to helping them.

✅ Tracking and Analyzing Performance

Using Google’s dashboard to track and analyze the performance of your LSAs is crucial for making data-driven adjustments that can enhance your campaign’s effectiveness.

1. Utilize Google’s Dashboard:

• Access Performance Data: Regularly check Google’s dashboard for insights on your LSA performance, including metrics such as the number of leads, cost per lead and client reviews.
• Identify Trends: Look for patterns in your data to understand what’s working and what’s not. For example, identify which types of cases are generating the most leads or which times of day your ads perform best.

2. Make Data-Driven Adjustments:

• Adjust Budget and Bids: Based on your performance data, adjust your budget and bids to optimize your spending. Increase investment in high-performing areas and reduce spending where it is less effective.
• Refine Profile and Ads: Use the insights gained to refine your LSA profile and ad content. This could involve updating your business description, adding new photos, or highlighting different services based on client demand.
• Monitor Competitors: Keep an eye on your competitors’ performance. Analyze their profiles and strategies to identify opportunities for improvement in your own approach.

9. Partner with Us and Dominate Your Local Market

Now that you have seen the immense potential of Google Local Service Ads (LSAs) for attracting local clients, it is time to take action! However, we understand that navigating the legal marketing landscape can be complex. This is where we at Conroy Creative Counsel can help your law firm.

In today’s competitive landscape, a strategic online presence is key to attracting new clients and achieving long-term success. We are immensely proud of our experienced legal marketing agency’s track record of helping law firms thrive. We specialize in helping firms like yours leverage cutting-edge digital marketing strategies to achieve significant client acquisition and business growth.

Our team of experts can help you understand how LSAs fit into your wider lead generation strategy and guide you through every step of the process, from initial setup to ongoing campaign management and performance analysis.

Schedule a consultation today to discuss how a strategic marketing approach can propel your firm to local legal dominance and growth.