When it comes to attracting new clients, visibility in search results is everything. For law firms, Google Local Services Ads (LSAs) have become an increasingly popular way to appear at the very top of search results. But are they worth the investment, and what factors influence success? Let’s dive in.
Unlike traditional Pay-Per-Click (PPC) ads, LSAs work on a pay-per-lead model. This means you pay only when someone contacts you through the ad, not for every click. These ads are placed above all other results, making them prime real estate for capturing attention when someone searches for terms like “{practice area} attorney near me.”
Why Law Firms Like LSAs
- Google Screened Badge: To run LSAs, you must pass background checks and verify your license. Once approved, you receive the Google Screened badge, which boosts trust.
- High-Intent Leads: People who click on LSAs are usually ready to speak with a lawyer.
- Prime Visibility: LSAs sit above traditional ads and organic listings.
The Role of Google Reviews
One critical factor often overlooked is your Google review profile. Google uses several factors to determine LSA positioning, and reviews play a major role. Here’s why:
- Quantity and Quality Matter: More positive reviews improve your ranking and credibility.
- Responsiveness Counts: Quick replies to reviews show engagement and may indirectly improve visibility.
- Consistency Builds Trust: A steady flow of new reviews signals that your firm is active and reputable.
In short, LSAs aren’t just about paying for placement; they reward firms that demonstrate trust and strong client relationships through reviews.
Challenges to Consider
- Cost Per Lead Varies: Competitive practice areas can see higher costs, which makes budgeting critical.
- Lead Quality Isn’t Perfect: Not every inquiry will be a good fit.
- Speed is Key: Google measures responsiveness. Firms that respond quickly win more leads.
Should LSAs Replace Other Marketing?
No. LSAs work best as part of a full funnel digital strategy that includes:
- SEO to build long-term visibility.
- Paid ads to capture other intent-driven traffic.
- Social Media engagement to meet your audience where they’re at
- A conversion-focused website to turn leads into clients.
The Bottom Line
Google Local Services Ads can deliver strong results for law firms, but success depends on more than just ad spend. Building and maintaining a strong Google review profile is essential for higher placement and client trust. Pair LSAs with a well-rounded marketing strategy, and they can become a powerful driver of qualified leads.
Want to learn how LSAs fit into your overall strategy? SparkBlue Marketing helps law firms combine LSAs with a comprehensive digital marketing plan to maximize results. Contact us today to get started.
