Local Service Ads for Lawyers: Get More Calls, Clients, and Cases

Local Service Ads for lawyers offer a fast track to the top of Google. They are pay-per-lead ads that appear at the very top of the results page, above traditional PPC and organic listings, connecting attorneys with high-intent clients who are ready to call. 

Backed by the trust-building “Google Screened” badge, LSAs often help law firms attract more qualified leads without wasting budget on unqualified clicks. 

In this guide, we’ll walk through how LSAs work, how to set them up, and how to optimize your profile to consistently generate cases, especially when supported by AI-driven optimization platforms like FirmPilot.

What Are Local Service Ads for Lawyers?

Local Service Ads (LSAs) are a specialized form of Google advertising designed to connect local businesses with potential clients in their local area. 

Unlike traditional pay-per-click (PPC) ads, LSAs appear at the very top of the search results page, even above standard Google Ads and organic listings. Instead of charging per click, Google only charges you when a potential client contacts your firm directly through the ad, either by phone or message.

What makes LSAs especially valuable for lawyers is the built-in “Google Screened” badge. To qualify, lawyers must pass a background check, hold a valid license, and carry liability insurance. 

This badge signals to potential clients that your firm has been vetted by Google, giving you an immediate trust boost before they even visit your website.

For law firms in competitive markets, LSAs offer a powerful way to stand out and only pay for leads that have real potential to become paying clients.

How Local Service Ads Work for Law Firms

Google’s Local Service Ads are built to attract clients who are ready to hire. 

When someone searches for legal help in their area (like “divorce lawyer near me” or “criminal defense attorney Miami”), LSAs appear at the very top of the page with key information: your firm’s name, a clickable phone number, ratings, and the Google Screened badge if you’ve qualified.

To get started, your firm must:

• Pass Google’s verification process, including background checks
• Provide proof of professional licensing and insurance
• Set up a complete business profile, including practice areas and service locations

Once you’re verified, you choose which legal services you offer (e.g., personal injury, family law), set your service areas, and specify your weekly budget. 

Google then matches your ad with users who meet your criteria, and you only pay when someone calls or messages you through the ad.

This system makes LSAs especially effective for legal professionals who want quality over quantity: fewer unqualified clicks, more direct contact from people seeking legal help.

Benefits of Local Service Ads for Lawyers

LSAs offer several unique advantages that make them especially effective for law firms, particularly those focused on high-intent, local leads. 

They also work especially well alongside local SEO, providing your firm both paid and organic visibility at the top of local search results, maximizing your chances of getting the call.

Here are other common reasons why more attorneys are shifting budget toward LSAs:

Appear above all other results

LSAs sit at the very top of Google’s search results (above PPC ads, local SEO results, and organic listings), giving your firm prime visibility when people are ready to hire.

Pay only for qualified leads

Unlike traditional PPC campaigns, you’re not charged for clicks. You only pay when a prospective client contacts you directly via phone or message.

Build instant trust with “Google Screened”

The green checkmark badge shows potential clients that your firm has been vetted by Google. This added layer of trust increases conversion rates, especially for practice areas where reputation matters.

Set your own budget and targets

You have full control over your weekly ad spend and can adjust it anytime. You can also target specific ZIP/postcodes or regions to reach the most relevant clients.

Dispute invalid or irrelevant leads

If someone contacts you for a service you don’t offer, or isn’t a good fit, you can flag the lead and request reimbursement.

Works well for high-intent practice areas

LSAs are particularly powerful for:

• Personal injury law
• Criminal defense
• Family law (e.g., divorce, custody)
• Bankruptcy
• Estate planning
• Business law

For lawyers in these fields, LSAs often deliver higher-quality leads at a lower cost per acquisition than PPC or directory listings.

How to Set Up Local Service Ads for Lawyers

Setting up Local Service Ads is relatively straightforward, but law firms must meet Google’s strict requirements to appear in top results and earn the coveted Google Screened badge. 

Here’s a detailed, step-by-step breakdown to help you launch successfully and avoid common setup pitfalls.

1. Create or connect your Google Business Profile

Before starting with LSAs, ensure your Google Business Profile is active and complete. This profile feeds important information into your LSA account, such as your business name, phone number, and location. 

Double-check:

• Your business name is accurate and consistent
• Your contact information is accurate
• You’ve selected the appropriate business category
• Your hours reflect when you can actually take calls

If you don’t already have a Google Business Profile, take the time to create one now. It’s required in order to set up LSAs.

2. Start the Local Services Ads application & check eligibility

Go to https://business.google.com/us/ad-solutions/local-service-ads/ and begin the application. Your business may not be eligible to run these ads based on its location, among other details.

If you are eligible, proceed with filling out the remaining details. Select “Law” as your category, then choose your legal services from a list of practice areas that includes:

• Bankruptcy law
• Business law
• Contract law
• Criminal law
• Disability law
• Dui law
• Estate law
• Family law
• Immigration law
• Intellectual property law
• Labor law
• Litigation law
• Malpractice law
• Personal injury law
• Real estate law
• Tax law
• Traffic law

This ensures your ad shows up for the right type of legal searches.

3. Complete Google’s screening process

To qualify for the Google Screened badge, you must pass several verification checks, including:

• Bar license verification: You’ll need to submit proof of current legal licensure in your state or territory.
• Business background check: Google may run background checks on the firm owner or named attorneys.
• Proof of liability insurance: Upload documentation showing your firm carries adequate malpractice or general liability coverage.
• Business registration: Ensure your firm is registered and in good standing with relevant local authorities.

You can find the requirements for your practice areas here.

Google works with a third-party agency to conduct these checks. It can take a few days to a few weeks, depending on how quickly you provide documents.

4. Define your service area

Once you’ve set up the basics, you can optimize further details to customize or enhance the performance of the ads.

For instance, you can choose to advertise in specific cities, suburbs, or postcodes. Be strategic by:

• Focusing on areas where you already have clients or a strong presence
• Avoiding overly broad targeting unless you’re ready to handle a higher call volume
• Remembering your ad will only show to people in your defined area

Geo-targeting ensures you reach relevant clients and avoid paying for leads outside your licensed jurisdiction.

5. Build a high-performing profile

Once your firm has passed Google’s screening process and defined its service area, the next step is to create a compelling Local Service Ads profile. This is what potential clients will see before they decide to call you, so it needs to communicate trust, relevance, and professionalism at a glance.

Think of your LSA profile as a simplified landing page, built directly into Google’s ecosystem.

A well-optimized profile increases your chances of appearing more frequently in results and can significantly boost your conversion rate.

Make sure to fill out every available field with thoughtful, accurate information:

• Practice areas and services offered
• Languages spoken, especially if you serve multicultural communities
• Years of experience
• Attorney bios and qualifications
• Photos of your team or office (optional, but it helps to humanize your listing)
• Accurate business hours (note, your ad may only show when you’re listed as “open”)

Building a detailed and authentic profile helps you rank higher and ensures that the leads you receive are a good fit for your firm. This reduces wasted time, improves conversion rates, and strengthens your reputation over time.

6. Collect and manage reviews

Reviews play a major role in both your LSA visibility and conversion rate. Encourage happy clients to leave a review on your Google Business listing. Some tips:

• Send follow-up emails with direct review links after successful case resolutions
• Remind clients during in-person meetings or calls
• Respond to reviews (even negative ones) to show engagement

The more reviews you collect (and the higher your rating), the more likely Google is to show your ad, and the more likely potential clients are to trust your firm.

Common Mistakes Lawyers Make With Local Service Ads

Even after setting up LSAs, many law firms fail to see results due to easily avoidable missteps. 

One of the most common is neglecting reviews. Google prioritizes active, well-reviewed profiles, and firms with outdated or minimal feedback often get buried.

Another mistake is failing to respond to leads quickly. Delays in answering calls or messages can hurt your conversion rates. Getting the phone call is only half the battle. You still need to provide a great intake experience to book more consults.

Some firms also target too many services or locations, leading to irrelevant leads and wasted budget. 

Others forget to dispute bad leads, missing out on potential refunds for non-qualified calls. Finally, many lawyers treat LSAs as a “set and forget” channel, not realizing that ongoing optimization is essential to staying competitive.

Avoiding these pitfalls can improve your results significantly, and working with a platform like FirmPilot can help you stay on top of what matters most.

How FirmPilot Helps Lawyers Get More From LSAs

Managing Local Service Ads takes more than just setup since it also requires constant fine-tuning. That’s where FirmPilot comes in. Our platform automates the most time-consuming parts of LSA management so lawyers can focus on what matters: serving clients and closing cases.

FirmPilot uses data analysis to determine how to target LSAs based on a myriad of factors such as your location, budget, and the types of cases you are looking for. Our agents optimize bidding and targeting, ensuring your budget goes toward clicks that actually convert.

Whether you’re just getting started or trying to improve ROI on existing campaigns, FirmPilot gives your firm a smarter, hands-off way to turn searchers into signed clients.

Book a demo today and see how we can help you unlock more cases, without the guesswork.

FAQs

How much do Local Service Ads cost for lawyers?
Local Service Ads work on a pay-per-lead model, not pay-per-click. Most lawyers pay between $50–$300 per lead, depending on their location, competition, and legal practice area.

What’s the difference between Local Service Ads and Google Ads?
LSAs charge you per lead and appear above Google Ads in search results. They also include the Google Screened badge, which builds trust with potential clients. In contrast, traditional Google Ads are pay-per-click and require more manual setup and optimization.

Are Local Service Ads worth it for law firms?
It depends on the data for your practice area, geography, and targeting. LSAs may generate better-qualified leads at a lower cost per client than traditional PPC.

What is the Google Screened badge, and why does it matter?
The Google Screened badge means your firm passed Google’s verification process. This includes a background check, license and insurance verification, and business vetting. It helps increase click-through and conversion rates by signaling trust.

Can I choose which types of cases or locations I target?
Yes. You can choose specific practice areas and ZIP/postcodes when setting up your LSA profile. This ensures your ad only appears in searches relevant to your services and licensed areas.