Google Local Services Ads place your law firm at the very top of search results, giving you the ability to connect with high-intent clients immediately. Instead of paying per click, you only pay when a potential client reaches out through the ad. LSAs work best when paired with organic SEO, offering quick visibility while your long-term search rankings build credibility and trust. Setting up an LSA means providing your firm’s information, verifying licenses, gathering reviews, and setting a budget. Approval can take anywhere from a few days to a few weeks. Once your ads are live, consistent management is key. Responding quickly to leads, tracking performance, and keeping your profile updated will help you get the most out of this valuable marketing tool for lawyers.
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In today’s digital age, potential clients turn to Google for everything – including finding legal representation.
As a lawyer, you need to be where your clients are searching, and that’s where Local Services Ads (LSAs) come in.
At Legends Legal Marketing, we understand the unique challenges law firms face in the competitive online landscape. Organic SEO is our bread and butter – it’s how we deliver incredible, lasting results for our clients. But we also recognize the value of a diversified marketing strategy. LSAs offer a powerful complement to organic SEO efforts, allowing you to capture high-intent leads while building long-term online authority.
What are Local Services Ads?
LSAs are a type of pay-per-lead ad that appears at the very top of Google’s search results page, even above traditional paid ads and organic listings.
This prime placement ensures maximum visibility for your firm when potential clients are searching for legal services in your area.
Why LSAs Complement Your Organic SEO Strategy
- Immediate Visibility: While organic SEO takes time to yield results, LSAs provide instant visibility, driving qualified leads to your firm right away.
- Different Stages of the Client Journey: LSAs target users who are actively searching for legal help now. Organic SEO, on the other hand, casts a wider net, attracting users who are researching legal issues, comparing firms, or seeking general information.
- Synergistic Effect: By combining LSAs with strong organic SEO, you create a powerful one-two punch. LSAs capture immediate leads, while your organic rankings build trust and authority over time, further enhancing your online presence.
- Diversification: LSAs provide an additional channel for attracting clients, diversifying your marketing efforts and reducing your reliance on any single strategy.
How LSAs and Organic SEO Work Together
Imagine a potential client searching for a “personal injury lawyer” in your city:
- LSAs: Your LSA appears at the top of the page, capturing the attention of users who are ready to contact a lawyer immediately.
- Organic SEO: Your website, optimized for relevant keywords and high-quality content, appears prominently in the organic search results, attracting users who are researching their options and comparing law firms.
By having a strong presence in both LSAs and organic search results, you increase your chances of capturing that client, regardless of where they are in their search journey.
Setting Up Your LSA Campaign: A Step-by-Step Guide
Ready to harness the power of LSAs alongside your organic SEO strategy? Here’s a detailed walkthrough of the setup process:
- Sign up: Go to the Google Local Services Ads portal and click “Get Started.”
- Enter your business information: Provide your law firm’s name, address, phone number, website, and other relevant details.
- Select your practice areas: Choose the specific areas of law you want to advertise.
- Define your service area: Specify the geographic locations you serve.
- Set your business hours: Indicate the days and times your firm is available to respond to leads.
- Upload a professional headshot: Choose a high-quality photo that presents you in a professional light.
- Add your lawyer license information: Provide your bar number, license expiration date, and other required details.
- Gather customer reviews: Request reviews from satisfied clients to build credibility and improve your ad’s performance. LSAs automatically pull reviews from your Google My Business profile.
- Set your budget and bidding: Determine your weekly budget and the maximum amount you’re willing to pay per lead. You can choose to maximize leads or set a maximum cost-per-lead.
- Enter your billing information: Provide your payment details for Google to automatically charge you each month.
- Add more lawyers (optional): If your firm has multiple attorneys, you can add their information to your LSA profile.
- Review and submit: Double-check all your information and submit your application for review.
What Can Influence the Time it Takes to Get Your LSAs Up and Running?
- Background Checks: Google conducts background checks on the law firm and participating attorneys. This can take several days to a few weeks.
- License Verification: Google verifies the attorney licenses to ensure they are valid and in good standing. This also adds to the processing time.
- Review Collection: While not strictly required to start the process, having at least one Google My Business review is necessary to go live. Gathering these reviews can take some time, especially for newer firms.
- Application Review: Google needs to review your entire application to ensure it meets their requirements. This can add a few more days to the process.
Managing Your LSA Campaign
Once your LSAs are live, it’s important to actively manage your campaign to ensure optimal performance:
- Monitor your leads: Regularly check your LSA dashboard to track new leads, follow up with potential clients, and manage your budget.
- Respond promptly: Aim to respond to leads as quickly as possible to increase your chances of converting them into clients.
- Analyze your results: Pay attention to key metrics like the number of leads, cost-per-lead, and conversion rates to identify areas for improvement.
- Optimize your profile: Continuously update your LSA profile with fresh reviews, updated photos, and any new services you offer.
Partner with Legends Legal Marketing
LSAs can be a powerful tool for growing your law firm, but navigating the setup process and optimizing your campaign can be time-consuming.
At Legends, we have the expertise and experience to help you get the most out of all your marketing efforts while ensuring they complement your existing organic SEO strategy.
Our team can assist you with:
- LSA management: Once you’re approved, we’ll take the reins and get to work optimizing your bidding strategy.
- Learn about lead tracking and follow-up: We’ll help you implement systems to effectively manage your leads, make sure you mark them as “qualified” or not, and ensure timely follow-up.
- Integration with your overall marketing: We’ll seamlessly integrate LSAs with your other marketing efforts, including your organic SEO strategy, for a cohesive and effective approach.
Get Started with Legends Legal Marketing Today
Ready to take your law firm to the next level? Contact Legends Legal Marketing today for a free consultation. We’ll help you harness the power of legal marketing to attract more clients, build your brand, and achieve your business goals, all while maximizing the impact of your organic SEO foundation.
FAQs
- What makes Google Local Services Ads different from regular Google Ads?
Local Services Ads are pay-per-lead, not pay-per-click. This means you only pay when a potential client contacts you through the ad. They also appear above traditional paid search ads and organic results, giving your law firm top-of-page visibility. - How much do Local Services Ads cost for lawyers?
Costs vary depending on your practice area, location, and competition. Instead of bidding on clicks, you set a budget and pay for each lead. On average, lawyers might expect to pay anywhere from $50 to $150 per lead, but Google allows you to control your maximum weekly budget. - How long does it take for my law firm’s Local Services Ads to go live?
The approval process typically takes a few days to a few weeks. Google conducts background checks, verifies attorney licenses, and requires at least one Google review to publish the ad. The timeline depends on how quickly these steps are completed. - Do I need reviews to run Local Services Ads?
Yes. Google requires at least one Google review linked to your business profile before your LSA can go live. The more positive reviews you collect, the stronger your ad’s performance and visibility will be. - Can Local Services Ads replace my SEO strategy?
No. LSAs and SEO serve different purposes. LSAs drive immediate leads from people ready to hire now, while organic SEO builds long-term visibility and authority. A combined approach ensures both short-term results and sustainable growth. - Who manages the leads that come from Local Services Ads?
Leads flow directly into your LSA dashboard, where you can track, respond, and mark them as qualified or not. Prompt responses are critical since many potential clients reach out to multiple firms at once.