Complete Guide to Setting Up and Running Google Local Services Ads for Law Firms

Google Local Services Ads are a highly effective tool for law firms to generate high-quality leads. These ads appear at the top of Google search results, above traditional pay-per-click ads, and operate on a pay-per-lead model. Unlike standard Google Ads, LSAs provide a Google Screened badge, which helps build trust with potential clients.

This guide will walk you through setting up, verifying, and managing your Local Services Ads for maximum results.

Step 1: Determine Your Eligibility

Google Local Services Ads are available only to specific business types and in certain locations. Law firms specializing in personal injury, criminal defense, family law, and immigration law are typically eligible. However, availability varies by region.

To check if your law firm qualifies:

1. Visit the Google Local Services Ads website by searching “Google Local Services Ads” in Google and clicking the official Google Ads link.
2. Click the “Get Started” button.
3. Enter your business category such as “Personal Injury Lawyer” or “Car Accident Lawyer.”
4. Enter your business location to check if LSAs are available in your area.

If your firm qualifies, you can proceed with the setup process.

Step 2: Sign Up and Create Your Business Profile

To start with LSAs, you must create a profile that includes your law firm’s details.

1. Sign in using your Google account. Use a business email address rather than a personal Gmail account.
2. Enter your law firm name exactly as it appears on your website, business license, and marketing materials to maintain consistency.
3. Provide your business phone number where potential clients can contact you.
4. If you have a physical office address, enter it. If you serve clients remotely, you may be asked to define your service area instead.
5. Select the legal services you provide, such as:
   • Car Accident Lawyer
   • Personal Injury Lawyer
   • Criminal Defense Lawyer
   • Family Lawyer
   • Immigration Lawyer
6. If your firm offers multiple practice areas, be sure to select all relevant options.

Once you complete this section, Google will save your business profile, and you will move on to the verification process.

Step 3: Complete Google’s Verification Process

Before your Local Services Ads go live, Google must verify your business. This process ensures that only legitimate, licensed law firms appear in search results.

The verification process includes three key steps.

Business License Verification

Google requires proof that your law firm is legally registered to operate.

• Upload a copy of your business license or bar association registration.
• Ensure that the business name and address match what you provided during registration.
• If your firm operates under a different legal name, submit documentation showing the connection.

Professional License Verification

Google requires all attorneys in your firm to be licensed and in good standing with the state bar association.

• Google will cross-check each attorney’s license with the state bar’s online database.
• If your firm has multiple attorneys, you must submit their full names and bar license numbers for verification.
• If an attorney’s license is expired or inactive, their profile may not be approved.

Background Check Process

To further ensure legitimacy, Google requires business owners and sometimes employees to pass a background check.

• Google partners with third-party background check providers such as Evident.
• You will need to provide your Social Security Number or Employer Identification Number.
• Some staff members may also be required to complete the verification.
• The background check typically takes five to ten business days to process.

Once all documents are submitted and verified, you will receive a Google Screened badge, indicating that your law firm has met Google’s trust and security requirements.

Step 4: Set Your Budget and Bidding Strategy

Local Services Ads operate on a pay-per-lead model, meaning you only pay when a potential client contacts your law firm.

• Choose Your Monthly Budget

1. 1. • Based on your budget, Google will estimate the number of leads you can expect per month.
      • Start with a budget that allows you to generate at least ten to twenty leads per month.
      • You can adjust your budget at any time based on performance.

• Select Your Bidding Strategy

1. • Maximize Leads: Google automatically sets your bids to generate the highest number of leads within your budget.
   • Set a Maximum Bid Per Lead: You define the maximum amount you will pay per lead. This is useful for controlling costs in competitive markets.

If you are new to LSAs, selecting Maximize Leads allows Google to optimize bids automatically. You can refine your strategy after reviewing initial campaign performance.

Step 5: Optimize Your Google Business Profile

Your Google Business Profile is directly linked to Local Services Ads, so it must be fully optimized.

• Ensure your business information matches your LSA profile

1. 1. • Your business name, phone number, and address should be identical across all platforms.

• Add high-quality photos

1. 1. • Include professional headshots of attorneys, office images, and team photos.

• Encourage client reviews

1. 1. • LSAs display your Google star rating, so positive reviews will improve your ad ranking.
      • Ask satisfied clients to leave reviews and respond to them professionally.

• List your services clearly

1. • Make sure your practice areas are accurately represented in your Google Business Profile listing.

Having a strong Google Business Profile increases your visibility and improves your Local Services Ads ranking.

Step 6: Launch Your Ad Campaign

Once your profile is verified and optimized, you can launch your campaign.

• Review your ad preview

1. 1. • Google will display a sample of how your ad will appear.
      • Double-check that your firm name, services, and contact information are correct.

• Submit your ad for approval

1. • Once submitted, Google will conduct a final review before making your ad live.
   • This process typically takes one to three business days.

After approval, your ad will begin appearing in search results, and potential clients will start contacting your firm.

Step 7: Managing Leads and Performance Tracking

Handling Incoming Leads

• Local Services Ads allow potential clients to call you directly or send a message.
• Respond to inquiries as quickly as possible to increase your chances of converting leads into clients.

Disputing Invalid Leads

Google only charges for valid leads, meaning calls or messages from people genuinely seeking legal services. If a lead is irrelevant, you can request a refund.

To dispute a lead:

1. Go to your LSA dashboard.
2. Click on the lead you want to dispute.
3. Select a reason for the dispute, such as:
   • Wrong number
   • Sales call or spam
   • Client looking for a different type of lawyer
4. Submit the dispute, and Google will review it. If approved, you will receive a credit for the invalid lead.

Tracking Performance Metrics

Regularly monitor your LSA dashboard for key metrics such as:

• Total leads received
• Cost per lead
• Conversion rates
• Top-performing service areas

Use this data to refine your budget, bidding strategy, and targeting.

Optimizing Google Local Services Ads

Google Local Services Ads provide one of the most cost-effective ways for law firms to generate high-quality leads. You can maximize your return on investment by setting up your profile correctly, passing verification, and actively managing your leads.

At The Legal Marketing Company, we understand the process may seem intimidating. If you need assistance or have questions, we are here to help.