Driving More Leads to Your Law Firm with Google Local Service Ads

Generating quality leads can be challenging. Enter Google Local Service Ads (LSA), a powerful tool designed to help law firms like yours connect with local clients actively seeking legal services. This blog post will guide you through the benefits of using LSAs and provide actionable tips to maximize your ad performance.

What Are Google Local Service Ads?

Google Local Service Ads are pay-per-lead ads that appear at the top of Google search results when users search for specific services in their area. Unlike traditional PPC ads, LSAs are designed to generate direct leads by allowing potential clients to call or message your firm directly from the ad.

How to Improve Your Google Local Service Ads Performance

If your Local Service Ads have been running for a while and you’re looking for ways to improve results, follow these best practices to ensure that your ad reaches the right audience and showcases what makes your law firm unique.

1. Expand Your Job Types and Service Areas

Select all practice areas you perform and set your service areas broadly. For example, instead of limiting your service area to specific postal codes, extend it to cover your entire county. This approach maximizes your reach and potential leads.

2. Encourage Past Clients to Review Your Firm

Positive reviews can significantly impact your LSA performance. Aim for at least five reviews to boost your ad’s visibility. You can collect reviews by sending a vanity link to your past clients or linking your Business Profile reviews to your Local Service account.

3. Maximize Leads with Bidding

Switch to the “Maximize Leads” bidding strategy to automatically optimize your budget and maximize the number of leads. This strategy helps you get the most out of your ad spend by focusing on generating more leads rather than controlling the cost per lead.

4. Use High-Quality Photos in Your Ad

High-quality photos of your team, office, or other relevant images can make your ad more engaging. Ensure your photos meet Google’s quality guidelines and avoid uploading any personally identifying images.

5. Opt-In to New Features

Take advantage of new LSA features to increase your chances of generating leads:

• Message Leads: Enable messaging to connect with clients via text. Messages typically cost less than phone leads and provide clients with an additional way to contact you.
• Direct Business Search: Make your ad eligible to appear when someone searches for your firm directly on Google. You’ll only be charged for leads from new clients.
• Booking Feature: If you use an integrated CRM partner, enable the booking feature to allow clients to schedule appointments directly through your LSA.

Benefits of Using Google Local Service Ads for Law Firms

1. Increased Visibility

LSAs appear above organic search results and traditional Google Ads, ensuring your firm is one of the first options potential clients see.

2. Pay Per Lead, Not Per Click

With LSAs, you only pay for actual leads—calls or messages from potential clients—rather than clicks that may or may not convert.

3. Trust and Credibility

LSAs come with a Google Guarantee badge, adding a layer of trust and credibility that can encourage more clients to choose your firm.

4. Local Targeting

These ads are specifically targeted to users in your service area, making it easier to connect with potential clients nearby.

Key Takeaways:

Google Local Service Ads offer a unique and effective way for law firms to generate quality leads. By following these best practices—expanding your service areas, encouraging reviews, optimizing your bidding strategy, using high-quality photos, and opting into new features—you can significantly improve your LSA performance and connect with more potential clients.

Ready to take your lead generation to the next level? Start optimizing your Google Local Service Ads today and watch your client base grow. For personalized support and more tips on optimizing your LSAs, contact our team today!