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Google Local Service Ads for Attorneys


Are you looking for ways to grow your business and client base? Curious about Local Service Ads for attorneys and how they work? 

Advertising has always played the biggest role in expanding businesses. These days, advertising focuses more on digital content (web searches, social media) than it does physical content (billboards, newspapers, magazines). 

Local Service Ads are the latest form of digital advertising. And now, they’re available for attorneys. If you’re looking to grow your law firm, Local Service Ads are the way to go. Continue reading for more information on Local Service Ads for attorneys and how they benefit your business.

More info on Local Service Ads for attorneys >>

What Are Google Local Service Ads?

Nowadays, when someone seeks a service, what’s the first thing they do? They Google it. Local Service Ads, or LSAs, refer to advertisements that appear as the top result on Google. These ads top even the sponsored sites that pay for their place on the page (Google Adwords or PPC).

Investing in Local Service Ads management means that your business will be the first result people see when searching for local services related to your business. This can drastically increase your visibility online. Which, in turn, will increase your business income.

For Google LSA, businesses aren’t paying for each click. Instead, they’re paying for each lead. This means that the service rate won’t apply to the number of clicks. It applies to the number of valid contacts that it generates. This gives you the benefit of only paying for advertising when it works.  

How Does A Local Service Ad Work?

Google Local Service Ads are simple enough. A user Google searches for a service they’re in need of. In this case, let’s say they search “personal injury lawyer in Shreveport, LA.” This is where they will find LSAs at the top of the page results.

The user clicks on the advertisement. It will then direct them to the LSA landing page. This landing page will contain information about the business. For example, the user may find:

  • Business name
  • Headshots of the professional team
  • Google Screened or Guaranteed badge
  • A general overview of the business
  • Phone number
  • Customer reviews

The user can then contact the business via the landing page. You as the Attorney are only charged when potential clients directly contact through this page.

Disputed Charges

So what if you’re contacted by a user, but the lead proves to be invalid?

The great thing about Google LSAs is that you can dispute these invalid charges. Each call or email to your business gets recorded to use as evidence of invalid activity. 

At Digital Logic, we have an in-house disputer who does this for you. Our disputer will listen to each of the recorded calls and tracked emails. If a lead proves to be invalid, they’ll contact Google to ensure you get your money back. This verifies that the money spent on advertising will go straight into valid leads. No more pay-per-click ads that lead to nowhere. 

You’re also able to select what services you want to promote in your advertisement. (We will include a comprehensive list of the practice areas and their subcategories at the bottom of this page.) 

Say you offer several legal services, but only want to advertise for specific areas. If you receive a lead from the LSA that results in a service you did not advertise on that page, you can dispute it. 

This doesn’t mean you can’t accept them as a client. But since you did not select that area to advertise, you have a case to dispute the charge. 

Each dispute gets processed usually within one week. Depending on the outcome, you’ll have your refund within 30 days credited back to your account.

Google Guarantee vs. Google Screened

Google Local Services Ads are different for attorneys than for other business professionals. One of the differences is the way that Google certifies your business. The certification comes in the form of a badge shown on the ad. The badge will either say “Google Screened” or “Google Guaranteed.” 

Professional services like Law, Real Estate, and Financial Planning are Google Screened. This means that they go through more extensive licenses and background checks. This ensures that the firms have been thoroughly inspected and Google can vouch for their reputation. 

Other industries like plumbing, housekeeping, and moving services are Google Guaranteed. They are still screened and required to pass a qualification process, but not as extensive as those for firm services.

Both types of badges intend to build a level of trust in consumers searching for services.

How Can Google Local Service Ads Benefit Attorneys?

Google Local Service Ads for attorneys have not always been around. We were able to see the benefits of LSAs long before attorneys had access to them. Now that law firms have access to LSAs, they’re taking off in the legal market. These ads have already proven successful methods of advertising for many firms across the country.

As LSAs continue to expand across more fields of business and markets, people will become reliant on using these as a means for research. Users will recognize this option as a trustworthy resource. It will become the go-to resource for locating local businesses in the near future.

We are all aware that Google is the world’s largest search engine. Thus, they provide the golden standard for modern-day marketing. Many legal firms are already jumping on the opportunity to increase their visibility online via LSAs.

Is My Law Firm Eligible For Local Service Ads?

Not every law firm is automatically eligible for Local Service Ads. Like we mentioned before, businesses must go through a screening process. The screening process itself is a free service.

For lawyers, there are many requirements to meet first. Some of these include:

  • Business/Professional Background Check
  • Owner Background Check 
  • License Check 
    • State bar license check for each professional or Attorney at the firm.

Because this service is new to law firms, thousands of attorneys will be hurrying to seize the opportunity to get the top spot. You don’t want your business to get left behind. Start the verification process as soon as you can to ensure you meet all the requirements. 

What Are The Costs For Local Service Ads For Attorneys?

Your law firm will set an average weekly budget. This determines the number of leads you are seeking per week. As stated before, you’re only paying for those leads that seek the legal services you advertised for.

There are cases where you would spend more on leads than what you stated for your average weekly budget. However, you will never exceed your monthly max. Any lead received after you’ve reached your monthly max gets refunded back to you. 

For other professionals using LSAs, there is a fixed cost per each lead. But for attorneys, the budget is different. Google will provide a recommendation based on the average budget for others in your industry. 

You are also able to customize your budget. The cost spreads between a minimum and maximum amount. This can be anywhere from $40 per lead to $100 or more.

The more money you budget per week, the more leads you will bring in. This also helps determines your spot on the top of the page.

Without meeting a minimum amount, your campaign likely won’t receive results. As with most things, you’ll want to spend more money than your competitors. This can result in a higher spot and more leads. 

More Frequently Asked Questions

How Long Does It Take To Get Approved/Screened?

The process can take anywhere between 2-5 weeks. Depending on how many professionals work at your firm, it may take longer. Insurance and licensing information are generally approved within 3 days. Background checks are what take the most time. 

How Can I Make Sure I’m One Of The Top 3 Businesses?

A top position on Google has to do with several things. Your proximity to the user and the number of reviews you have help determine your position. Yet the most important aspect is your budget. What you are willing to spend on a weekly budget has the most significant impact on your spot amongst the Top 3.

How Do I Get Reviews For My LSAs?

You are able to ask your customers for reviews from the LSA dashboard. You can also link your Google My Business account and use the reviews that you already have there.

How Are Valid Leads Determined?

Here are some examples of valid leads:

  • A booking request from a potential client.
  • Speaking with a potential client over a phone call. 
  • A voicemail from a potential client.
  • Texts or emails from a potential client.

How Are Invalid Leads Determined?

Here are some examples of invalid leads:

  • It is not a customer that calls.
    • Wrong number, solicitation call, sales call, spam, or bot.
  • The location of the customer doesn’t reflect the one shown on your LSA.
  • The requested job isn’t advertised on your LSA.
  • You didn’t interact with a customer and you’re unable to reach them again.
    • No caller ID or invalid email address.
  • You received more than one charge for the same lead within a 15 day period.

Practice Areas

There are several practice areas you’re able to select for advertising. The practice areas are as follows:

  • Bankruptcy Lawyer
  • Business Lawyer
  • Contract Lawyer
  • Criminal Lawyer
  • Disability Lawyer
  • DUI Lawyer
  • Estate Lawyer
  • Family Lawyer
  • Immigration Lawyer
  • IP Lawyer
  • Labor Lawyer
  • Litigation Lawyer
  • Malpractice Lawyer
  • Personal Injury Lawyer
  • Real Estate Lawyer
  • Tax Lawyer
  • Traffic Lawyer

There are also subcategories that indicate the service types provided by each lawyer. You are only charged for a lead that you advertise a specialty area for. We’ll break those down now:

Bankruptcy Lawyer

  • Agriculture Bankruptcy
  • Bankruptcy Litigation
  • Chapter 7, 11, & 13 Bankruptcy
  • Corporate Bankruptcy
  • Creditor Harassment
  • Debt Settlement
  • Foreclosure
  • Personal Bankruptcy
  • Repossession
  • Wage Garnishment
  • Other

Business Lawyer

  • Banking & Financing
  • Business
    • Licenses & Permits
    • Litigation
    • Taxes
    • Transactions
  • Commercial
    • Bankrupts
    • Contracts
  • Employment Law
  • Incorporation & Restructure 
  • Insurance Law
  • Intellectual Property Law
  • Mergers & Acquisitions
  • Partnership Agreements
  • Patents, Copyrights, & Trademarks
  • Securities Law
  • Shareholder Disputes
  • Other

Contract Lawyer

  • Assignment Of Contract
  • Business Transactions
  • Commercial Contracts
  • Contract 
    • Dispute
    • Negotiation
    • Review
  • Employment Contracts
  • Franchise Agreements
  • Mergers & Acquisitions
  • Non-Disclosure Agreements
  • Partnership Agreements
  • Power Of Attorney
  • Security Agreements
  • Warranties
  • Other

Criminal Lawyer

  • Corporate Representation
  • Criminal Immigration Defense
  • Domestic Violence
  • Drug Possession
  • DUIs & Reckless driving
  • Expungement
  • Federal Crimes
  • Felonies
  • Petty Crimes & Misdemeanors
  • Restraining Orders 
  • Sex Offenses
  • Three-Strikes Law
  • Other

Disability Lawyer

  • Disability Hearings
  • Long-Term Disability
  • Short-Term Disability
  • Social Security Disability Insurance
  • SSA 
    • Claim Reconsideration
    • Disability
      • Appeals
      • Application
      • Benefits
    • Family Benefits
    • Impairment Listings
  • Supplemental Security Income 
  • Veterans Disability Benefits
  • Worker’s Compensation
  • Other

DUI Lawyer

    • With accident
    • With injury
    • Felony
    • Underage
  • Invalid tests
  • Multiple offenses
  • Reckless driving
  • Other 

Estate Lawyer

  • Charitable Giving
  • Contests/Litigation
  • Deeds
  • Estate Planning
  • Guardianship
  • Medical Power Of Attorney
  • Power of Attorney
  • Probate Estate Lawyer
  • Trusts
  • Wills
  • Other

Family Lawyer

  • Adoption
  • Child Support
  • Contested Divorce
  • Debt Division
  • Guardianship
  • Mediation
  • Modification Of Orders
  • Parent Timesharing
  • Paternity
  • Prenups & Marital Agreements
  • Probate
  • Property Division
  • Restraining Orders
  • Spousal Support and Alimony
  • Uncontested Divorce
  • Other

Immigration Lawyer

  • Asylum
  • Citizenship
  • Deportation
  • Family-Based Immigration
  • Green Card
  • Investment Visa
  • Outbound Work Permits
  • Student Visa
  • Visitor Visa
  • Work Visa
  • Other

IP Lawyer

  • Advertisements
  • Copyright
  • Export Control
  • Franchises
  • International IP
  • IP Strategy
  • IP Transactions
  • Licensing
  • Litigation
  • Non-Disclosure Agreements
  • Patents
  • Technology Transfer
  • Trademarks
  • Trade Secrets
  • Other

Labor Lawyer

  • Employment
    • Contracts
    • Law
  • Exempt Employee Status
  • Labor Law
  • Labor Negotiation
  • Privacy Rights
  • Sexual Harassment
  • Unpaid Overtime
  • Whistle Blowing
  • Workers’ Compensation
  • Wrongful Termination
  • Other

Litigation Lawyer

  • Appeals
  • Case Assessment
  • Civil Litigation
  • Commercial Litigation
  • Contracts & Agreements
  • Criminal Litigation
  • Mediation
  • Settlements
  • Other

Malpractice Lawyer

  • Consent Issues
  • Diagnosis Errors
  • Medical Negligence
  • Treatment Errors
  • Other

Personal Injury Lawyer

  • Assault & Battery
  • Auto Accidents
  • Bicycle Accidents
  • Catastrophic Injuries
  • Dog Bites
  • Injuries From DUI
  • Medical Malpractice
  • Motorcycle Accidents
  • Motorist Insurance Claims
  • Pain & Suffering
  • Pedestrian Accidents
  • Product Liability
  • Slip & Fall
  • Workers’ Compensation
  • Wrongful Death
  • Other

Real Estate Lawyer

  • Commercial Real Estate
  • Easements
  • Encroachment
  • Foreclosure
  • Landlord & Tenant Law
  • Mortgage & Lending Law
  • Neighbor & HOA Disputes
  • Property Damage
  • Purchase Agreements
  • Real Estate Transactions
  • Residential Real Estate
  • Title Service
  • Trespassing
  • Other

Tax Lawyer

  • Civil Tax Litigation
  • Corporate Taxes
  • Criminal Tax Litigation
  • Estate Tax Planning
  • Failure To File
  • Innocent Spouse Relief
  • International Tax Services
  • IRS Tax Problems
  • Non-Collectible Status
  • Offer In Compromise
  • Tax
    • Audits
    • Liens & Levies
    • Planning
    • Relief
  • Other

Traffic Lawyer

  • Case Assessment
  • CDL Traffic Ticket
  • DUI
  • Fix-It-Ticket
  • Parking Ticket
  • Reckless Driving
  • Red Light Ticket
  • Speeding Ticket
  • Suspended License
  • Traffic Ticket
  • Other

Contact Us

If you are interested in boosting your law firm with Google Local Service Ads, contact us at Digital Logic today.

We specialize in legal marketing and can provide information and testimonials on every sector in the legal field including but not limited to: criminal defense marketing, personal injury marketing, family law and divorce marketing, and bankruptcy lawyer marketing.

Visit our website to get a free proposal.

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