Local Service Ads 101

What Are Google Local Service Ads?

Google Local Service Ads (LSAs) are a new advertising option for lawyers and law firms that help potential new clients find, learn about, connect with, and hire lawyers.

Are Google Local Service Ads Worth It?

Running a law practice often leaves little or no time to work on running paid ads. Local Service Ads for lawyers and law firms provide an effective, low maintenance solution for reaching new potential clients. 

How Local Service Ads Work

Google Screened Program for Lawyers

The Google Screened Program for Lawyers is a program designed to help law firms establish credibility and trustworthiness when their Local Service Ads appear in search engine results.

Law firms submit information and once approved, they receive a “Google Screened” emblem and a green check mark, indicating to prospective clients that the firm has been verified and provides quality legal services.

Essential information about the law firm is listed, including the firm name, Google Review rating, years in practice, location, phone number, and hours of operation, which increases the firm’s visibility and establishes the firm as a trusted business.

LSA Search Engine Results

Local Services Ads always appear at the top of search engine results when someone searches for a specific local service—above all other results, including paid Google Ads and organic search results.


Local Service Ads feature a call or message button so that customers can easily click on the button to contact the firm to schedule an appointment for a consultation or send you a message.

Pay for Leads, Not Clicks

While Local Service Ads are similar to pay-per-click (PPC) ads, they are different in one very important way: with this paid advertising model, you pay for leads, not clicks.

Law firms can attract quality leads directly from Google’s search results in a cost-effective manner. This approach enables smaller law firms to effectively compete with larger law firms without the budgetary constraints of PPC advertising.

No time to manage LSA’s on your own? Let the experts at Above the Bar Marketing help!