Every law firm should run Local Service Ads

Yes, yours too. Here’s why.

Most people find and hire skilled attorneys on the internet, so your law firm needs to be front and center if you want more (qualified) cases. One of the best ways to reach potential clients is through Google’s Local Service Ads platform. In this blog, we’ll explain how LSAs benefit law firms by helping them bring in more qualified cases, and we’ll also compare LSAs to pay-per-click (PPC) ads so you can make the best decision for your firm.

Ready to learn about Local Service Ads for law firms? Let’s dive in.

What are Local Service Ads? How are they different from Google Ads?

Local Service Ads are a type of paid advertisement that appears at the very top of Google search results when someone searches for a particular local service.

These ads are different from Google Ads (formerly Google AdWords) in that they include the name, address, and phone number of the business being advertised. In addition, Local Service Ads only appear for businesses that have been vetted by Google and meet certain requirements, such as having a valid license and insurance.
Not all attorneys qualify to run LSAs, which means the ones who do are more likely to be seen as a masterful authority in their area. That’s great for business.

Which practices are eligible to run Local Service Ads?

When setting up your Local Service Ads account, you are required to select one or more overarching areas of law for your firm. There are toggles within each category for the specific case types your firm would like to advertise for.

The high-level practices available are:

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

Now, let’s dive into why Local Service Ads are so important for law firms.

Benefits of Local Service Ads for law firms

By advertising through LSAs, your firm can increase its visibility and reach a larger audience, which can translate into more leads, clients, and revenue.

Increased visibility

When someone searches for a law firm in their area, they are likely to click on one of the first few results that come up. Local Service Ads appear at the very top of search results, above even the traditional paid ads. This means that if your law firm is running Local Service Ads, you are much more likely to be seen by potential clients. In fact, according to Google, businesses that run Local Service Ads see an average increase in leads of 20%.

Targeted advertising

One of the biggest advantages of Local Service Ads for law firms is that they are highly targeted to people searching for services in a specific location. This means that you are not wasting money on advertising to people who are not in your area or who are not looking for legal services. Instead, your ads will only be shown to people who are most likely to become clients.

local service ads attorneys

Better quality leads

Because Local Service Ads are so targeted, the leads that come in through these ads tend to be of higher quality. People who click on your ad are already searching for legal services in your area, so they are more likely to be interested in what you have to offer.

But that’s not all. Because Local Service Ads include your phone number and allow people to send messages directly through the ad, you are more likely to get leads from people who are ready to take action.

Less wasted ad spend

One of the biggest differences to highlight between Local Service Ads and traditional Google Ads is when you are charged. With traditional Google Ads, you are charged per click. This can lead to ad spend being wasted on searchers who weren’t necessarily looking for what you offer, or made it to your page but chose not to contact your firm. With Local Service Ads, you are charged per qualified lead, which means a guaranteed phone call or message. If the lead is unqualified, you also have the ability to dispute it for a credit.

Increased trust

Because Local Service Ads are vetted by Google, people tend to trust them more than regular Google Ads. In addition, Local Service Ads include reviews from past clients, which can help build trust with potential clients. This is especially important for law firms, where trust is such an important factor in attracting new clients.

Competitive advantage

Finally, running Local Service Ads can give your law firm a competitive advantage over other firms in your area. If your competitors are not running Local Service Ads, you will have an edge in terms of visibility and the quality of leads you receive. And even if your competitors are running Local Service Ads, you can differentiate yourself by providing excellent service and earning positive reviews from your clients.

Local Services Ads vs. Google Ads (PPC): Which should you run?

Local Service Ads and traditional pay-per-click (PPC) ads have many similarities, but also offer their own unique benefits.

If your firm’s goals are to attract clients who are using broad searches, such as “personal injury lawyer near me” and are looking for immediate assistance, we’d recommend running Local Service Ads. Frankly, every law firm should run Local Service Ads. The risks are low and the benefits are undeniable.

Conversely, if your firm’s goals are to attract clients who are more prone to do prolonged research and use searches with more specificity, we’d recommend PPC. We’d also recommend going this route if you are looking to run more customized ad campaigns, with specific ad copy.

To truly make the most of Google’s search results pages, or your ‘digital billboard’, consider running both types of ads along with focusing on SEO. This gives your firm the most real estate on SERPs and more opportunities for potential clients to find you.

Local Service Ads are particularly useful for lawyers who provide legal services in a specific market. By advertising through LSAs, your firm can increase its visibility and reach a larger audience, which can translate into more leads, clients, and revenue.

local service ads vs google ads

Get ahead of your competition by running Local Service Ads with EverSpark

While Local Service Ads are easier to manage than traditional Google Ads, there are still many perks to letting an industry-experienced partner handle your campaign.


EverSpark Interactive has managed $1 million+ in advertising within the Local Service Ads platform, and our clients have stayed with us for multiple years due to the trust we’ve built.


While the initial account setup phase of Local Service Ads may seem simple, there are dozens of technical nuances involved. Our expertise allows us to guide you in optimizing your profile for the best results.

Bid & budget management

Our process involves proper management of bidding and budget in conjunction with results. In other words, our goal is to not only get leads but also to gain the highest return on investment for our clients.


At EverSpark, we consider ourselves your partner, not your vendor. We have an open line of communication and prioritize transparency, and we’ll work closely with you to determine what is and what is not working. We’re here to help you reach your goals.

Is your firm ready to utilize Local Service Ads? Our Paid Ads Team is here to help you get started. Contact us today and we’ll get the ball rolling.

Maximize your firm’s potential with our digital marketing expertise

EverSpark specializes in helping law firms like yours succeed in the digital realm. With our proven expertise in SEO, Paid Ads, and online branding, we can enhance your visibility, drive targeted traffic to your website, and ultimately boost your client base. Don’t miss out on this opportunity to take your firm to the next level. Contact us today and let’s start growing your practice together!

This field is for validation purposes and should be left unchanged.