Google Local Services Ads for Lawyers: What You Need to Know to Get More Clients
- Published: July 29, 2025
If you’re a law firm looking to grow your client base, visibility is everything—and Google Local Services Ads (LSAs) are quickly becoming one of the most effective ways for lawyers to stand out in search results. These ads sit above the traditional Google Ads and local map pack, giving you top-tier exposure for high-intent searches like “personal injury lawyer near me.”
But what exactly are LSAs, and how can your law firm take advantage of them? In this post, we’ll break it all down, including how they work, how to get started, and tips to maximize your return on investment.
What Are Google Local Services Ads?
Google Local Services Ads are a pay-per-lead advertising product designed specifically for local service providers—like lawyers. Unlike traditional PPC ads, you don’t pay for clicks; instead, you pay for actual leads (calls or messages) from potential clients.
These ads appear at the very top of Google’s search results with a “Google Screened” badge, helping to build trust and credibility right from the start.
Key benefits:
- Top placement on Google search results
- Pay-per-lead pricing (not per click)
- Verified “Google Screened” badge
- Built-in trust and visibility for potential clients
Why LSAs Work So Well for Law Firms
Legal services are often high-stakes and urgent. When someone is searching for a lawyer, especially in practice areas like personal injury, criminal defense, or family law, they’re likely ready to take action quickly.
LSAs match that user intent perfectly. These ads show your law firm’s:
- Name and rating
- Practice areas
- Service area
- Hours of operation
- Google reviews
This means potential clients can evaluate and contact your firm—often without ever visiting your website.
Which Law Firms Qualify for LSAs?
LSAs are available for a growing number of legal practice areas. In the U.S., most of the following categories are eligible:
- Bankruptcy lawyer
- Business lawyer
- Contract lawyer
- Criminal lawyer
- Disability lawyer
- DUI lawyer
- Estate lawyer
- Family lawyer
- Immigration lawyer
- Intellectual property lawyer
- Labor lawyer
- Litigation lawyer
- Malpractice lawyer
- Personal injury lawyer
- Real estate lawyer
- Tax lawyer
- Traffic lawyer
How to Get Started with LSAs
To begin running LSAs, you must complete a multi-step onboarding process that includes:
- Creating a Local Services Ads profile
This includes information about your firm, service areas, and practice areas. - Passing a background check
Google works with a third-party service to verify your business, owner(s), and professional licenses. - Providing license and insurance documentation
Law firms must submit bar membership information, proof of insurance, and other credentials. - Earning the “Google Screened” badge
This badge boosts trust by confirming your firm has passed Google’s verification process. - Setting your budget and lead preferences
You’ll decide how much you want to spend and the types of leads you’re targeting.
How Much Do Local Services Ads Cost for Lawyers?
LSA pricing is based on a cost-per-lead model, which varies by geographic market and legal practice area. For example:
- A personal injury lead in a competitive metro area could cost $300+.
- A traffic law lead in a smaller city might cost $50–$100.
The key advantage: You only pay for actual leads (calls or messages), not for impressions or clicks.
5 Tips to Get the Most Out of LSAs
- Collect and manage reviews
Google LSAs heavily factor reviews into your ranking. Request reviews from every client and respond to them professionally. - Respond to leads quickly
The faster you respond to calls and messages, the more likely you are to convert and maintain high LSA rankings. - Use precise targeting
Narrow your service area to avoid wasting budget on low-value leads. - Monitor and dispute unqualified leads
You can dispute irrelevant leads (wrong service, spam, etc.) and request refunds from Google. - Keep your profile updated
Make sure your business hours, service areas, and legal specialties are always accurate.
Conclusion: A Competitive Advantage for Growth-Oriented Law Firms
Google Local Services Ads are a powerful tool for law firms aiming to generate high-intent leads and stand out in local search results. The “Google Screened” badge builds trust, the pay-per-lead pricing reduces wasted ad spend, and the top-of-page visibility puts your firm front and center.
If you’re ready to take your legal marketing to the next level, Local View can help you set up, manage, and optimize LSAs to bring in more clients and maximize ROI.