Google Advertising
Local Service Ads
The first type of ads you may notice on Google are Local Search Ads (LSA). Google Local Service Ads (LSAs) are a form of advertising specifically designed to connect potential clients with local service businesses, like attorneys. When someone searches for a service you offer in your area, your LSA ad can appear at the top of the search results, along with your business details like ratings, reviews, and contact information.
Benefits
- Increased visibility in local search results for relevant service queries.
- Lead generation through calls, messages (in some areas), and booking appointments directly through the ad (US only).
- Builds trust with potential clients by showcasing positive reviews and Google Screened or Guaranteed badges (if applicable).
Eligibility
- Available for most legal service industries.
- Requires verification by Google through background checks, licensing confirmation, insurance checks, and an identity check via a valid form of ID.
- Requires a Google Business Profile with at least 1 review
Costs
- Pay-per-lead model, so you only pay when a potential client reaches out through your ad.
- Exact costs can vary depending on your location, industry, and competition. (On average industries such as personal injury and medical malpractice cost more per lead)