They Have Google's Screened Badge. You Have Expensive Clicks. Dominate Google Local Service Ads. Capture More Injury Cases First.

Setting up LSAs involves creating a profile and getting your firm verified. Start by going to the Google Local Services Ads sign-up page and checking your eligibility. Indicate that you’re a lawyer and choose your practice area from Google’s list.

Next, provide details for your profile, including your firm's name, website, phone number, business address, years in business, and the number of lawyers. Select your service areas and your business hours. Google will review everything and, after approval, your LSA profile will go live to start showing to potential clients. Schedule a free consultation.

The LSA onboarding and approval can take a bit of time, typically about 1 to 3 weeks. The timeline largely depends on how quickly you submit all the required documents and how fast the background check clears. Schedule a free consultation.

Speed and professionalism during intake are key. Google’s algorithm actually tracks how responsive you are.  If you consistently miss LSA calls or don’t reply to messages, your ad can rank lower or be suspended, so treat LSA leads like urgent calls. Many successful firms route LSA calls to a dedicated intake person or team who can answer immediately. You can use call forwarding or tracking tools to ensure these calls get priority routing. Prompt follow-up improves your chances of signing up a case and maintains your responsiveness score with Google. Schedule a free consultation.

Local Services Ads began in larger markets and are now expanding. LSAs are active in most major U.S. cities and many mid-sized markets for legal services, including personal injury. Google is continuously rolling out LSAs to new areas. If you’re in a smaller city or a less populated region, you should check Google’s LSA eligibility tool, there’s a chance LSAs are already available or coming soon.

It’s always a good idea to verify on Google’s site by entering your ZIP code and practice category. If it’s supported, you can proceed with setup; if not, you may need to wait as Google continues to expand its coverage. Schedule a free consultation.

Google provides a Local Services Ads dashboard that serves as a central lead management platform. Every lead that comes in through your LSA is logged in this system. The dashboard lets you reply to messages, track bookings, and manage your leads in one place. You can mark which leads converted into clients or flag ones that didn’t. In terms of analytics, the platform will show you the number of leads you received, your total spend, and your average cost per lead over a given period. Regularly reviewing the LSA reports (leads, response times, booking rate, etc.) is encouraged, as it helps you optimize your campaign and prove your ROI. Schedule a free consultation.

Yes, if used correctly! Local Services Ads are a form of online advertising, and law firms of all sizes nationwide use them in line with ethical rules. The LSA format is straightforward – it displays factual information about your firm and client reviews, which generally keeps you clear of most advertising rule pitfalls. Some jurisdictions have specific requirements (like adding “Attorney Advertising” disclaimers or avoiding the word “specialist” unless you’re certified); be mindful to follow those in your LSA content just as you would on your website or print ads. Schedule a free consultation.

With standard Google Ads, you pay per click, whereas LSAs are pay-per-lead.  You only pay when a lead actually calls or messages you. Traditional PPC rankings depend on your bidding, keywords, and ad relevance, but LSA rankings are driven by quality factors like your distance to the searcher, responsiveness to leads, and client review rating.

LSAs require you to pass Google’s screening (license, background, etc.), earning a Google Screened checkmark that builds credibility. LSAs function more like a vetted directory at the top of Google. No worrying about keywords or ad copy— Google’s Screened badge does the heavy lifting, and you only pay for real injury inquiries. Schedule a free consultation.

Costs are on a per-lead basis and can range widely depending on your market. Personal injury is a very competitive category, so you might pay anywhere from $50 to $200+ per lead in many areas. The exact cost per lead is determined by Google based on local competition and practice area.

You set a weekly budget for LSAs, and Google attempts to get you as many leads as possible within that budget. You’re only charged for legitimate leads related to your services. You can pause or adjust your budget at any time. Schedule a free consultation.

Lawyers must pass the Google Screened verification process before ads can run. This process is quite thorough for legal ads. Google will check your attorney credentials and background.  You need to provide your bar license information, and lawyers in your firm’s profile must pass a background check. Schedule a free consultation.

Your firm’s Google reviews are extremely important in Local Services Ads. The ad will display your average star rating and number of reviews prominently to searchers. These are pulled from your Google Business Profile.  They directly influence your ad ranking and appeal to clients. It’s also good practice to respond to reviews professionally.  A strong review profile helps your ranking in the LSA carousel and builds trust with prospective clients who see your ad. Schedule a free consultation.

Absolutely. Spanish-language LSAs often cost less with higher conversion rates due to less competition. We help firms set up bilingual profiles, Spanish-speaking intake, and culturally appropriate messaging. Many clients generate 30-40% of their best cases from Spanish LSAs. If you're not targeting this market, you're leaving money on the table. Schedule a free consultation.

In popular markets, competition on LSAs can be intense. Many personal injury firms may be vying for the top three ad slots. Unlike regular Google Ads, you can’t simply bid higher to outrank others; Google uses a flat per-lead cost and prioritizes quality factors over budget.

Focus on the factors in your control. Reviews and ratings are critical; a firm with a large number of 5-star reviews will have an edge, so invest in building a stellar online reputation. Responsiveness is another major factor: ensure you answer calls and respond to inquiries promptly, as firms that consistently reply quickly are rewarded with better visibility.

Over time, those quality signals will help your LSA listing rise above others. Remember, a bigger budget alone won’t boost your rank in LSAs, it’s about quality and performance. Schedule a free consultation.

Google does offer a way to contest bad leads, though the system has evolved recently. Google relies on an automated review system. After each lead, the platform may ask you to rate the lead quality. If you indicate the lead was not valid, Google’s AI will review it, and in some cases, you might get an automatic credit for that lead. However, this isn’t guaranteed every time, often, Google will simply record your feedback unless the lead obviously violated their policies. Keep in mind that dispute resolutions, when not automatic, can be slow; it’s not unusual for it to take weeks for Google to investigate and credit a bad lead.

The bottom line: you can dispute illegitimate leads and avoid paying for them, but the process may require patience. Always mark or report leads that are clearly outside your criteria – it helps Google improve their filtering and could save you money on junk leads. Schedule a free consultation.