Local Lawyer Service Ads: How to Help Your Law Firm Succeed

Finding new leads is one of the biggest challenges for lawyers today. For many, this task is confusing and time-consuming – yet extremely important to the success of a law firm. With droves of people using search engines to look for legal services, it is vital to build an online presence that attracts potential clients to the right place at the right time.

This is where Google’s Local Services Ads come into play. These ads are a powerful tool for attorneys looking to maximize their marketing budgets. Don’t know where to start? In this article, we cover everything you need to know to effectively market your law firm through local attorney service ads.

What are Local Services Ads?

In short, Local Services Ads are pay-per-lead ads served through Google that appear at the top of search engine results. They match potential customers looking for a service with relevant companies in the same region. The result? Customers receive reliable suggestions, while companies achieve a better return on investment through more qualified leads.

The ads include the business name, phone number, business hours, customer reviews, a photo, and a “Google Guaranteed” or “Verified” badge (more on that in a moment). With a simple click, customers can reach a business by phone or direct message about the ad.

What is the difference between Google Ads and Local Services Ads?

So what makes Local Services Ads different from Google Ads?

Google ads are pay-per-click, which means you pay when someone clicks on the ad.

Ads for local services are pay-per-lead, meaning you pay for leads that contact you through the ad.

The ads are also ranked differently. Google ads are usually based on the following factors:

• click rate
• Relevance of the ad
• Landing Page Experience

The local services ads ranking is calculated based on factors such as the following:

• Distance from customer’s location
• Company responsiveness
• Number of positive customer reviews

Benefits of Local Lawyer Services Ads

Google launched Local Services Ads as a digital marketing strategy for law firms in August 2020. Including: insolvency law, probate law and personal injury law. Let’s take a closer look at some of the key benefits Local Services Ads has brought to attorneys since then.

Get a top spot in the world’s leading search engine

Ads for local services appear at the top of Google’s search results – via pay-per-click ads and organic search results. This means that potential clients looking for legal advice will see your company first.

Attract qualified leads and cases

Because local service ads are shown to customers in the region where you operate, exactly when they need your services, they are more likely to generate highly qualified leads. Say you practice family law in Los Angeles. Your ad will only be shown to those searching for family law legal services in this section.

Show ads that fit your budget

Law firms are only billed when a qualified lead contacts them through the ad. This prevents you from paying for clicks from people who are unlikely to need services. Therefore, local services ads are a great option for a small business’s marketing budget.

Gain flexibility in your campaigns

With Local Services Ads, you have the freedom to set a budget based on the number of leads you want to receive each week. You can also pause your ads at any time—for example, if you have too many cases or are out of town for a few days.

Gain trust with a strong seal of approval

Law firms must register as a Google Verified Business in order to use Local Services Ads. This will appear as a green “Google verified” tick in the ad. By demonstrating that you have passed a comprehensive background and license check, you increase credibility with potential customers.

Benefit from a user-friendly dashboard

Local Services Ads makes it easy to track your ad from a dashboard – and get reports summarizing its performance. You can also reply to messages, schedule appointments, and more through Google’s online portal or the Google Local Services Ads app.

How do I create a local services ad for my law firm?

Ready to create your first local services ad? Follow these five simple steps to get the word out about your law firm.

1. Check your eligibility. Local Services Ads is only available to attorneys in the US and is limited to certain industries, although this list is growing. You can use Google’s eligibility checker to determine if you’re eligible
2. Create your company profile. Next, provide your company name, location, and the specific services you offer. This information is used to create your ad.
3. Set a budget. Develop a budget based on the number of new leads you want to receive each week. One benefit of Local Services Ads is that you can control how much you spend — and increase or decrease the amount at any time. Don’t know where to start? Google’s budget tool can help provide a recommended amount.
4. to be verified. Earn your Google Screened badge by submitting proof of your licenses and insurance coverage. This lets customers know that your background and expertise has been validated by Google.
5. Start advertising. Turn on your ads to reach clients in your area who are looking for your legal services. As soon as a potential customer discovers your company, a quick click is all it takes to reach you directly via the ad.

Tips to get more leads from Google Local Services Ads for Lawyers

A few simple actions can make a big difference in increasing the success of your local service ads. Timely replies improve an ad’s ranking. So make sure you consistently respond to incoming customer inquiries. Another good rule of thumb is to aim for five or more positive reviews from customers. Finally, ads that use a high-quality image are more likely to rank higher.

Final Thoughts on Local Lawyer Service Ads

Local Services Ads are a powerful tool to have in your toolkit if you want to build a stronger online presence. These ads draw the attention of customers in your area exactly when they are likely to need your services. In addition, the cost-effective advertising method provides an additional credibility boost thanks to a Google Screened logo and the associated positive reviews.

Would you like to find out more? Discover our ultimate guide to digital marketing for lawyers.

We published this blog post in August 2023. Last update: August 2, 2023.

Categorized in: Marketing