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Google Local Service Ads For Lawyers


The Google Search Engine page has stayed relatively the same over the last 5 years. Other than slight algorithm shifts, Google has only tested small color changes to the page to understand how they can improve user experience. Now in 2020, a big shift has occurred. Google has introduced Local Service Ads for lawyers and other service based businesses. Local Service Ads is a huge opportunity for small law firms across the country. 

Local Service Ads For Lawyers

Google Search Page with Local Service Ads section highlighted


These Ads are a Pay Per Lead model. This means you only pay Google if you get a lead out of the platform. This is huge in comparison to Google Search Ads because the traditional Search platform charges you every time someone clicks on your Ad. You have to go through a background check with Google and your law license needs to be verified before you can be “Google Screened” and start running your Ads in this sponsored section. We have run some user tests on the Google Search page since this platform has been released to lawyers, and users favor this new section of the page because they view it as Google is recommending these lawyers in areas they live in. Google does not show the typical “Ad” badge on the left hand side, but shows the “Sponsored” verbiage on the top right. Users tend to miss this “Sponsored” verbiage and don’t recognize that it is a paid for Ad. Because of this, users trust this new section even more when trying to decide which lawyer to contact. 


Should I Run Local Service Ads For My Law Firm?

We have started running Local Service Ads with our clients and we have seen good results so far. It is a no brainer to at least try the platform and see for yourself. You are able to set how much you are willing to pay per lead so that you do not outspend your marketing budget. If you are a small law firm (1 or 2 lawyers), this should be exciting news for you. You have a brand new platform that other law firms have not adapted to yet and is extremely affordable. On top of all that, you only have to pay if you generate a lead. If you get no leads from the platform, you don’t pay anything. We primarily work with small firms and they have been ecstatic with the results they have seen so far with Google Local Service Ads. 


What Areas Of Law Are Eligible For Local Service Ads?

If you are concerned or curious if your firm would be eligible for Local Service Ads, you will need to start setting up your account to see if your city can use the platform. The types of law that are allowed to run Local Service Ads are:

  • Bankruptcy Law
  • Business Law
  • Contract Law
  • Criminal Law
  • Disability Law
  • DUI Law
  • Estate Law
  • Family Law
  • Immigration Law
  • Intellectual Property Law
  • Labor Law
  • Litigation Law
  • Malpractice Law
  • Personal Injury Law
  • Real Estate Law
  • Tax Law
  • Traffic Law

There are also sub categories under these types of law so that you can narrow down which types of cases you are willing to pay and show up for in this platform. 


Need More Information?

We are a digital marketing agency that serves the legal industry alone. We work primarily with small law firms to help them be successful and grow in an extremely competitive industry. If you want more information on Local Service Ads for lawyers or want to learn more about the data we have been able to collect so far, please contact us today by clicking the “Contact Us” button below. When you contact us, you will speak directly to the experts to get your information. 


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