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LSA: A Great Lead-Generator Tool for Lawyers

LSA: A Great Lead-Generator Tool for Lawyers

Google’s Local Services Ads (LSAs) are a recent marketing tool for you to consider for your law practice. This new option generates leads and directly connects you to potential clients, whether through a call, text, or other form. Local Services Ads can be thought of as an answering service for your business. To help you decide if this tool is right for your law firm, let’s review how LSAs work and how they could help generate leads for your company.

How do LSAs work for lawyers?

Local Services Ads are designed to connect potential customers with local businesses, like lawyers and law practices. They are different from pay-per-click ads because when the user clicks on the LSA, it doesn’t bring them to your website, it initiates a direct communication with your business, like a phone call, a text or a scheduled appointment. LSA is more like a pay-per-lead tool.

The LSA for your law office will appear along with others at the very top of the Google search results page. They will appear as a strip of ads like the screenshot below. (On desktop, three LSAs appear, on mobile devices, two ads appear.) The LSAs are placed above the pay-per-click ads, traditional Google ads and the organic results.

How do LSAs work for lawyers

Keep in mind, LSAs are focused on connecting better companies, with good reviews, to people in the local areas. The Google algorithm is built to recognize local law firms in the user’s area. If you want clients from your local area, LSAs can be an effective marketing tool for your business.

What information will appear in my LSA?

Included in the ad is an image, your law practice’s name, and Google verification. As a form of credibility, this green check mark confirms that Google has verified your business, helping potential clients feel more confident as well as saving time to do verification of their own.

The ad includes a rating from reviews, the law firm’s years of experience and hours. A user has the option to directly contact you through that ad via phone. Or, the user can click through the LSA to a Google profile of your firm with information including services offered, reviews, website address, office address and other information. Through that profile, your potential client can go ahead and book an appointment or contact you through phone or text.

How do I set up a LSA for my law practice?

The first step of setting up a Google LSA for your law practice is inputting your law firm’s name, phone number, street address, year founded, website and languages spoken. You will also be required to undergo a verification process including a background check. Google will ask for your law license and bar number and proof of insurance.

If you don’t have the time to start this process, Keen Insites can provide assistance and support for all your marketing needs. Our team provides Local Services Ads (LSAs) management – to help grow your business with quality leads. Our team will set you up with this service, so you can focus on running your business and preparing for calls. We will manage everything that is required to set up your LSA including the application process, screening and verifications, campaign launch, and tracking and reporting.

Take note, in addition to the screening and verification process, you will need a Google My Business address, which must have at least one client review and an average total score of 3.0 of all reviews. But don’t worry, we can help with this too.

How do I set up a LSA for my law practice

How do I ensure my LSA will be displayed?

Since, of course, there are other lawyers and practices in your area, you may wonder, how will your ad be displayed before others? While Google doesn’t share everything about their inner workings, it has shared that the ranking algorithm for the verified Local Services Ads for lawyers is based on the following:

  • Proximity of your business to the user searching
  • Your online presence (think about the quality of information on your website)
  • Online reviews (Google My Business reviews and in LSA app)
  • Engagement with the LSA app (number of leads, response time to leads, reviews, and concerns)

It will be helpful to ask for client reviews to help with your LSA ranking. Also weigh the importance of the quality of content on your website and other online platforms. Maybe it is time to update your website.

What is the cost of an LSA for my law firm?

You pay only when you receive a call, a text, or some other generated communication through the Google LSA service. You can set up a weekly budget in the Google LSA application or app. LSAs might work best as one of the tools in a larger marketing strategy. Resources will be needed to follow up with the leads generated from the LSAs, and converting the leads into clients.

Consider adding LSAs to your marketing strategy

Consider adding LSAs to your marketing strategy

Maybe you have already tried pay-per-click ads and they have worked, but wouldn’t it be great to only pay for the results instead? Maybe you have been paying for traffic and a percentage of them turn into real leads. But with LSAs you only pay for the call you wanted, and you will be able to verify that it was a quality call. Wouldn’t you feel more confident in spending more of your advertising budget on guaranteed leads?

We can answer any of your questions about LSAs or other marketing tools to help grow your law practice. Keeping up with Google’s programs can be time consuming, but it will help with a successful marketing strategy for your law practice. With LSAs, you get connected with potential customers who search on Google for the services you offer. And there may be other marketing options to explore. Reach out, we would love to discuss with you.

Google Local Services Ads for lawyers include these practice areas:

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

Don’t see your speciality listed? Let’s discuss.