By Marc Apple ● ● 10 min read
Table of Contents
TL;DR By understanding how Google’s Local Service Ads work and how they can benefit your law firm, you can gain a competitive edge in your local market.
Are you looking for new ways to attract high quality leads for your law firm? Local Service Ads (LSA) are a great place to start.
By understanding how Google’s Local Service Ads work and how they can benefit your law firm, you can gain a competitive edge in your local market.
What are Local Service Ads?
Local Service Ads are a specialized advertising platform offered by Google that allows law firms to promote their services directly to potential clients in their local area. The ads appear at the top of search results when users are looking for the services your law firm offers.
The primary purpose of Local Service Ads is to connect users quickly to law firms by streamlining the process of finding the right attorney for their needs.
For lawyers, this means getting direct access to people who are actively searching for legal help in your community.
Five Benefits of Local Service Ads for Law Firms
Local Service Ads offer a wide range of benefits for attorneys, particularly those looking to attract local clients. They are:
- Increase visibility
- Pay per lead pricing model
- Build trust and credibility
- Local targeting
- Improved lead quality
Let’s take a deeper look at each benefit individually.
Increase Visibility
Local Service Ads appear at the very top of Google search results, above organic search results and traditional pay per click (PPC) ads. This prime placement significantly increases an attorney’s visibility to potential clients who are actively searching for local legal services.
Unlike traditional PPC ads, an LSA will have a photo of the attorney next to the ad copy. This helps establish a visual connection with the potential client.
Pay Per Lead Model
Unlike traditional PPC ads that charge per click, Google’s LSA pricing operates on a pay per lead model. Attorneys only pay for actual leads, such as phone calls or messages, rather than just clicks. This can be more cost-effective, since you’re paying for actual client inquiries.
Build Trust and Credibility
Local Service Ads feature a Google Screened badge, indicating that an attorney or law firm has passed Google’s screening process, which includes background checks and Bar license verifications. This badge enhances trust and credibility, reassuring your potential clients that they are contacting a vetted professional.
Local Targeting
Local Service Ads are designed to focus on your local service area, since you get to set the geo target area of who sees your ads when searching. This localization ensures that your ads are seen by people who are most likely to need your services.
Improved Lead Quality
Because Local Service Ads are shown to people who are actively searching for legal services, the leads generated are likely higher quality compared to other forms of advertising. This means a better return on investment for your marketing efforts.
Why Local Service Ads are Vital to Your Digital Marketing Strategy
Local Service Ads are a crucial component of a comprehensive legal digital marketing strategy, particularly for law firms that rely on local clientele.
By focusing on geographic targeting, Local Service Ads help increase visibility for your law firm in specific areas, ensuring that your ads reach the right audience.
This localized approach not only enhances customer engagement but also drives conversions by delivering relevant search results that meet the user’s needs.
How to Set Up Google Local Service Ads for Attorneys
Setting up Google Local Service Ads for your law firm is a straightforward process that begins with establishing a strong online presence through your Google Business Profile.
This foundation is important because it plays a significant role in the effectiveness of your Local Service Ads and ensures your firm is accurately represented online.
How to Create a Google Business Profile
A Google Business Profile, formerly known as Google My Business, is a free tool provided by Google that allows you and your law firm to manage your online presence across Google’s various platforms, such as Search and Maps.
It serves as a digital storefront, providing potential clients with essential information about your law firm, including your firm’s name, address, phone number, website, hours of operation, and services offered.
Your profile also allows clients to leave reviews that can boost your credibility. Having reviews with an average score of 4.5 or higher is essential, as these ratings directly impact how potential clients perceive your firm.
A strong Google Business Profile can also improve your visibility in Local Service Ads, making it easier for clients to find and trust your services.
Prerequisites for Setting Up a Google Business Profile
Before you can create a Google Business Profile, there are a few prerequisites you need to meet:
1. Google Account: You’ll need a Google account to manage your law firm’s listing. If you don’t have one, they’re free to create.
2. Physical Business Location or Service Area: Google Business Profiles are designed for law firms that operate from a physical location or serve a specific service area. If you’re a lawyer with an office, you’ll need the physical address. If you’re a solo practitioner or provide legal services in a specific geographic area, you’ll need to define your service area.
3. Accurate Business Information: You’ll need to have accurate and up-to-date information about your law firm, including the name, address, phone number, website, business hours, and other relevant details.
4. Proof of Ownership or Affiliation: You will need to verify that you’re the owner or an authorized representative of the business. This can be done through various methods, such as receiving a postcard with a verification code at your business address or by providing video documentation.
Once you have these prerequisites in place, you’ll be ready to set up your Google Business Profile.
Step-by-Step Guide to Setting Up a Google Business Profile
Step 1: Claim or Create Your Business Listing
The first step in setting up your Google Business Profile is to either claim an existing listing for your law firm or create a new one if it doesn’t already exist.
Claiming an Existing Listing
1. Go to your Google Business Profile and sign in with your Google account.
2. Search for your business by entering its name and location.
3. If a listing for your law firm appears, click on it and follow the prompts to request ownership.
4. You’ll need to verify that you’re authorized to manage the listing by following Google’s verification process.
Creating a New Listing
1. Go to the Google Business Profile page and sign in with your Google account.
2. Click “Add your business to Google” and select the appropriate business category (e.g., “Lawyer” or “Law Firm”).
3. Enter your law firm’s name, address, and other relevant details.
4. Choose a verification method and follow the instructions to verify your listing.
Step 2: Enter Business Information
It’s important that your law firm’s information is entered accurately. Start by providing your firm’s name precisely as you want it to appear on Google. Make sure it matches the name used on your website, signage, and other marketing materials.
Next, enter your business address. If you have a physical location, enter the precise street address. If you operate a service-area business or work from home, you can choose to hide your address and show service areas instead.
Provide a primary business phone number and website URL. These contact details will make it easier for potential clients to reach out to you.
Select your business category and services.
Google provides a wide range of options, so choose the ones that best represent your legal practice areas.
Step 3: Verify Your Business
After entering your business information, Google will need to verify that you are the legitimate owner or authorized representative of the business.
Step 4: Optimize Your Business Profile
Optimizing your Google Business Profile is crucial for attracting potential clients and improving your online visibility. Add a business description, hours of operation, services, and high-quality photos.
By optimizing your Google Business Profile, you can increase your online visibility, attract more potential clients, and provide a better overall experience for those seeking your legal services.
Verification Process for Google Local Service Ads
Like your Google Business Profile, there’s a verification process for Local Service Ads. This process is designed to ensure that your firm meets Google’s standards for credibility and reliability, which in turn helps build trust with potential clients.
The verification process for Google Local Service Ads is thorough and tailored to ensure that only credible, licensed professionals are featured. For law firms, this means undergoing background checks, license verification, and meeting specific requirements.
Google also uses reviews from your Google Business Profile as part of the verification process, which underscores the importance of maintaining a strong online reputation.
Once you submit your information, Google will review it and either approve your firm or request additional documentation. Once verified, you can optimize your Local Service Ads profile by highlighting your practice areas and showcasing positive client reviews.
How to Set Up a Local Service Ads Campaign for Lawyers
Once your law firm has been verified, it’s time to set up your Google Local Service Ads campaign.
This process involves configuring your account to target the right audience, specifying your service areas, and ensuring that your ads effectively showcase your firm’s strengths. A well-structured campaign can help you reach potential clients who are actively searching for legal services in your area.
Setting up a Google Local Service Ads campaign begins with visiting the Google Local Services Ads page and clicking “Get Started.”
From there, enter your law firm’s information, including your firm’s name, address, and phone number, and select the practice areas you wish to advertise.
It’s important to specify your service areas accurately to ensure your ads reach the correct local audience.
Next, you’ll need to agree to Google’s license verification and input your business hours. Preview your ad to make sure all the information is correct and that it presents your firm in the best light.
Once satisfied, agree to the onboarding terms, provide your contact details, and click “Continue” to finalize the setup.
Following these steps will ensure that your law firm’s Local Service Ads campaign is properly configured to attract new clients and drive growth.
August 2024: New Developments in Local Service Ads
Google has recently introduced a significant update to its Local Service Ads that could further enhance the performance and visibility of your ads. According to Ginny Marvin, Google’s Ads Liaison, photos from your Local Service Ads profile will now be displayed directly in your ads. In a recent post on X (formerly Twitter), she explained, “Starting today, we’ll begin selecting photos from your LSA profile to show in your ads.”
This change underscores the importance of curating high-quality, relevant images for your profile. Google has indicated that adding photos can contribute to an improved ad ranking. Marvin noted, “Adding photos to your Local Services Ads can help improve your ad ranking.” This statement was supported by PPC expert Greg, who pointed out that this marks the “first mention of these photos improving your Ad Rank.” As per Google’s help documentation, “Ad ranking improvements: High quality photos may contribute to improved Local Services Ads rankings.”
The selection process for these photos is strategically designed to increase engagement. Marvin further added, “Photos will be selected based on their likelihood to increase engagement with your ad.” However, it’s important to note that not every ad will feature a photo. “Ads won’t always include a photo, depending on the user query and other factors,” Marvin clarified.
To leverage this update effectively, Google recommends that advertisers upload at least three high-quality images to their LSA profile.
These photos should be original, relevant to your work, and free from any copyright infringements.
This update follows a trend from earlier this year when Google began encouraging Local Service Ads advertisers to upload photos. As part of their March campaign, Google sent out emails to LSA users, highlighting the benefits of including images in their profiles. Now, with the possibility of these photos directly impacting ad rank and engagement, it’s more crucial than ever to ensure your LSA profile is visually optimized.
Set Up a Free Digital Advertising Consultation
Local Service Ads offer an excellent opportunity for you to enhance your law firm’s online presence, reach more clients, and grow your business.
Do you need help managing your digital advertising efforts? It’s easy to schedule a free consultation with us to discuss your goals.
With proper set up and well-crafted ad campaigns, we can make sure that your law firm is being exposed to a highly targeted audience that is searching for your services
FAQ About Local Service Ads for Law Firms
How do Local Service Ads differ from traditional Google Ads?
Unlike traditional Google Ads, which charge per click, Local Service Ads operate on a pay-per-lead model. This means you only pay when a potential client contacts you through the ad, such as by calling or messaging. Local Service Ads also feature a Google Screened badge, which adds an extra layer of credibility.
How can I manage the cost of Local Service Ads?
You can set a weekly budget for your ad campaign, which allows you to control your investment. Google will then optimize your ad placements to generate the most leads within your budget.
Can I target specific geographic areas with Local Service Ads?
Yes, Local Service Ads are designed to target clients in specific geographic areas. You can define the areas where you want your ads to appear, ensuring you attract clients who are most likely to need your services.
How does Google determine the ranking of Local Service Ads?
Google ranks Local Service Ads based on several factors, including your location as well as the searchers, the number and quality of reviews you have, your responsiveness to client inquiries, and your budget. The more positive reviews and the more responsive you are, the higher your ad is likely to appear.
What does the Local Service Ads Google Screened badge mean?
The Google Screened badge indicates that Google has verified your law firm’s credentials, including background checks and license verifications. This badge helps build trust with potential clients, signaling that you are a reputable and qualified attorney.
