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Boost Your Law Firm’s Local Visibility with Google Local Services Ads on Google Maps

by Julie Lorson • June 24th, 2024 • Digital Marketing, SEO | Blog

Traditional Google Ads have long been a staple in online advertising, but now there’s a new game-changer in town. Google’s Local Services Ads (LSA) on Google Maps are here, and they’re poised to revolutionize how you attract local clients. Ready to elevate your local marketing strategy? Let’s explore how LSAs on Google Maps can help your law firm stand out and attract more leads.

Understanding Local Services Ads on Google Maps

Google’s Local Services Ads on Maps are a fresh take on the traditional Google Ads you’re familiar with. Unlike standard Google Ads, which appear in search results, these new LSAs will display directly on Google Maps. This means that when users search for local legal services, your ad could pop up right on their map, guiding them straight to your law firm.

The rollout of LSAs on Google Maps is initially limited to the iOS version of the app. This selective launch ensures that Google can fine-tune the service before a broader release. One of the standout features? You don’t need to provide any additional data. Google uses your existing ad data and user reviews to create these ads, making the transition seamless and hassle-free.

Implications for Law Firms and Attorneys

For law firms and attorneys, the introduction of LSAs on Google Maps brings a host of potential benefits. First and foremost, it enhances lead generation by targeting a highly engaged audience. Users actively searching for legal services on Google Maps are likely ready to take action, making them prime candidates for conversion.

Local visibility is another significant advantage. With your ad appearing right on the map, potential clients can easily see your firm’s location relative to theirs. This proximity can build trust and make it more convenient for them to choose your services.

However, there are challenges to consider. The bundling of Maps and Search ad placements means you can’t opt out of one without pausing the other. This limitation requires careful budget allocation and campaign management to ensure optimal results.

Best Practices for Utilizing Local Services Ads on Google Maps

To make the most of LSAs on Google Maps, it’s essential to optimize your ads effectively. Here are some best practices to guide you:

Accurate Location and Service Area Targeting

Ensure your business location and service areas are accurately defined in your Google My Business profile. This precision helps target your ads to the right audience, increasing the likelihood of attracting local clients.

Manage Budgets Wisely

Since billing and pricing remain the same as Search ads, keep a close eye on your budget. Allocate funds strategically to maximize your ad’s reach without overspending. Monitor performance metrics to make data-driven adjustments as needed.

Leverage User Reviews

Positive user reviews can significantly impact your ad’s effectiveness. Encourage satisfied clients to leave reviews on your Google My Business profile. These reviews not only enhance your ad’s credibility but also improve its visibility on Google Maps.


The introduction of Local Services Ads on Google Maps marks a significant milestone for law firms and attorneys. This innovative advertising channel offers increased local visibility, improved lead generation, and a more convenient user experience for potential clients.

Ready to take your law firm’s visibility to the next level? We help clients make strategic decisions regarding using Google Ad Tools by conceiving marketing plans, implementing media buys, and analyzing data to increase performance in the future. To learn more about how we can work in tandem with your firm, don’t hesitate to get in touch with us today.


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