Why All Lawyers Should Do: Google Local Service Ads
In an increasingly competitive legal landscape, attracting the right clients is more challenging than ever. In our first “All Law Firms Should Do This” blog series, we discussed how to increase your Google Reviews with this tip. Part 2 of the series discusses why law firms should be investing into Google LSAs.
Traditional advertising methods are losing their luster, and even pay-per-click (PPC) campaigns require significant investment with stiff competition from big spending businesses who go all in with PPC. On the other hand, Google Local Service Ads (LSAs) – sometimes referred to as Google Screened — is a game changer for lawyers looking to connect with potential clients in a more cost-effective, results-driven manner.
Unlike PPC campaigns, Google LSAs operate on a pay-per-lead model, ensuring you pay only for actual inquiries rather than clicks that may or may not result in a conversion. Since personal injury lawyers were first allowed to advertise on Google LSAs a few years ago, this platform has become one of the most effective tools for law firms to generate leads and maximize their return on investment (ROI). At DIGITIC Marketing Co., we’ve seen firsthand how this approach drives quality cases for our clients. Here’s why your law firm should get on board.
What Are Google Local Service Ads?
Google Local Service Ads are a premium advertising option designed to connect businesses directly with potential customers. For lawyers, LSAs provide an opportunity to appear at the very top of search results for legal services in a specific area. These ads feature the business’s name, phone number, ratings, and the coveted “Google Screened” badge, which builds immediate trust with users.
How LSAs Work
- Pay-Per-Lead Model: Unlike PPC, where you’re charged every time someone clicks on your ad (even accidentally), LSAs charge you only when a potential client contacts your firm through the ad.
- Lead Verification: Leads are typically verified by Google to ensure they’re legitimate inquiries, providing peace of mind and ensuring you’re not wasting money on non-viable leads.
- Priority Placement: LSAs are displayed above all other search results, including organic listings and traditional PPC ads, giving your firm the top spot.
Why Personal Injury Lawyers Are Benefiting the Most
Google allowed personal injury lawyers to use Local Service Ads just a few years ago, and the results have been remarkable. Personal injury cases often involve high-value clients, making LSAs particularly appealing for firms that handle car accidents, medical malpractice, or wrongful death cases. Although the projected costs have increased over the past 1-2 years due to more and more attorneys leveraging LSAs, the ROI is still strong because of the benefits you get like:
Trust Through Verification: The “Google Screened” badge, awarded to firms that pass rigorous background checks and license verifications, assures potential clients they’re dealing with reputable professionals.
Localized Advertising: Personal injury cases are highly location-specific. LSAs ensure your firm appears in front of users searching for legal help in your area.
Higher ROI: By paying only for leads, personal injury firms can control costs while focusing on converting high-value cases.
Benefits of LSAs for Law Firms
1. Pay-Per-Lead Model Saves Money
Traditional PPC campaigns can lead to wasted ad spend on irrelevant or accidental clicks. LSAs’ pay-per-lead model ensures your budget is used only for actual inquiries. This is particularly valuable for lawyers in competitive markets where PPC costs per click can reach hundreds of dollars.
2. Builds Trust With Potential Clients
The “Google Screened” badge is a powerful trust signal. To earn this badge, law firms must undergo background checks and license verifications, showing clients that they are reputable and reliable. This added layer of credibility increases the likelihood of leads converting into clients.
3. Top Placement for Maximum Visibility
With LSAs, your firm appears at the very top of search results. This premium placement ensures your ad is the first thing potential clients see when searching for legal help in your area, dramatically improving click-through rates.
4. Simple Budget Control
Google LSAs allow firms to set a maximum weekly or monthly budget, ensuring costs never exceed what you’re comfortable spending. If you’re seeing great results, you can increase your budget to capture more leads, or scale back during slower periods.
5. Easy Performance Tracking
Google provides detailed reporting on your LSAs, including the number of leads generated, your total spend, and client interactions. This transparency allows firms to measure ROI and adjust strategies as needed.
Case Studies: Success Stories With LSAs
At DIGITIC Marketing Co., we’ve helped personal injury law firms achieve outstanding results through Google LSAs:
- Case Study 1: A mid-sized firm specializing in car accidents saw a 200% increase in qualified leads within three months of launching their LSA campaign. Their cost per lead was significantly lower compared to PPC campaigns.
- Case Study 2: A solo practitioner in a competitive urban market generated 50 high-quality leads in one month, with a 30% conversion rate to paying clients, resulting in a strong ROI.
How to Get Started With LSAs
If you’re ready to take advantage of Google LSAs, here’s how to get started:
- Set Up Your Google Business Profile Ensure your profile is complete and accurate, including your location, practice areas, and contact information.
- Pass Google’s Screening Process Be prepared to provide documentation for license verification and background checks after signing up for a LSA account.
- Define Your Budget Determine how much you’re willing to spend on leads each month.
- Optimize for Success Work with a marketing partner like DIGITIC to ensure your LSAs are optimized for maximum visibility and lead generation.
Why Choose DIGITIC for Your LSA Campaigns
At DIGITIC Marketing Co., we specialize in advanced SEO for lawyers, helping law firms like yours succeed on Google. Whether that’s Organically, in the Maps section, or with paid efforts like LSAs. Our expertise in legal marketing ensures your campaigns are set up correctly, optimized for performance, and aligned with your business goals. Our clients are seeing:
- Increased lead volume
- Higher-quality cases
- Strong ROI and predictable growth
Don’t leave your online presence to chance. Let us help you dominate your local market and connect with clients who need your expertise.
