Local Service Ads sit at the very top of the page, above the paid results, and you are charged per lead rather than per click. It is the most efficient paid surface in legal, and the one most firms set up once and never touch again.
LSA is not a set-and-forget channel, even though almost everyone treats it as one. These four move weekly.
Practice areas, licences, insurance, hours, service area. Complete and accurate, then kept that way — an expired document pauses the whole account.
Score and volume both count, and recency matters more here than in organic. A steady trickle beats a burst — so we build asking into your case-closing process.
Answer rate and speed feed directly back into how much volume you get. If intake is the bottleneck we will tell you before we recommend raising budget.
Weekly review of every charged lead — keep the real ones, dispute the ones that were never yours. Unreviewed accounts pay for wrong-practice calls indefinitely.
LSA is efficient but capped — Google only sends what the market generates. Search ads cost more per lead and scale past that ceiling. Most firms should hold both. Our PPC page covers the auction side.
Your review profile and local presence feed both LSA rank and the map pack, so local SEO work pays into this channel too. That is on the SEO page.
Every other paid channel tolerates slow intake. This one penalises it — answer rate feeds your ranking, so a firm that lets calls ring out gets sent fewer leads over time.
LSA volume is capped by what your market generates — there is a ceiling no budget gets past. If you need more than the channel can give, that is a search-ads conversation and we will say so.
One keyword can produce twenty enquiries and no cases while another produces three and pays for the year. So we build the measurement first, connect it to your intake, and optimise against what actually became a case.
Where your systems allow it, the loop closes on what a lead became — not just that it arrived. We will tell you plainly which parts of the chain your setup can and cannot support.
HOW OUR TRACKING WORKS →How long does approval take?
Usually a few weeks, occasionally longer if a document needs chasing. It is licence checks, insurance verification, and background checks on the firm and its attorneys — nothing about it can be accelerated by spending more.
Is it cheaper than Google Ads?
Per lead, almost always — you are charged when someone contacts you rather than when they click. But it is capped: Google only sends what your market produces. Cheaper per lead, fewer leads available.
What if we get charged for a bad lead?
Wrong practice area, wrong jurisdiction, and sales calls are all disputable, and we review the account weekly to file them. Firms managing this themselves usually stop reviewing after a month or two and quietly pay for all of it.
How is LSA rank decided?
Review volume and rating, how quickly you answer, how close you are to the searcher, and how actively the account is worked. Only the last one is fully in our hands, which is why the weekly work matters as much as the budget does.
Can we run LSA on its own?
You can, and some firms should start there. But the ceiling arrives quickly, and your review profile and local presence — which feed LSA rank — are earned work. Most firms end up running this alongside search ads and local SEO.
Send us access and we'll show you which charged leads were disputable, where your service area is costing you, and how your answer rate is affecting the volume Google sends. Yours to keep either way.